Kid’s Clothing Store Business Plan

Popular culture is no longer regional. The advent of cable television, syndicated radio programs, and the Internet has created a world where a fashion statement in New York will be on the streets in a small midwestern town within days. The speed of our telecommunication system has increased young customers’ expectations and demands for products that represent their own cultural statement.

This clothing store business plan details how SmokeJumpers will offer young customers the youth-oriented products and clothing popular in large urban areas but not locally.

The target customer is “Generation Y,” age 11-18, who listens to alternative music, participates in youth sports like skateboarding and snowboarding, and looks toward alternative clothing trends in large urban areas for inspiration. SmokeJumpers will provide distinctive clothing, shoes, and products just ahead of the fashion curve.

Kid s Clothing Store Business Plan Example

SmokeJumpers aims to provide unique youth-oriented fashion and products to its target customers.

Keys to Success:

– Accessible store offering a constantly updated selection.

– Strong vendor relationships for efficient order shipment.

– Effective advertising strategy targeting our customers.

– Development of an attractive and trendy store image.

Company Summary:

SmokeJumpers will offer popular youth-oriented clothing and products not currently available locally. Owner John Stewart will establish a cost-effective operation to swiftly introduce new alternative clothing and products to customers.

Start-up Summary:

SmokeJumpers’ start-up costs include inventory and store displays. The company has secured sufficient investment and a short-term loan.

Kid s Clothing Store Business Plan Example

Start-up

Requirements:

– Legal: $1,000

– Stationery etc.: $100

– Store Floor Setup: $5,000

– Insurance: $1,000

– Rent: $2,000

– Other: $0

– Total Start-up Expenses: $9,100

Start-up Assets:

– Cash Required: $40,000

– Start-up Inventory: $30,000

– Other Current Assets: $900

– Long-term Assets: $5,000

– Total Assets: $75,900

Total Requirements: $85,000

Start-up Funding:

– Start-up Expenses to Fund: $9,100

– Start-up Assets to Fund: $75,900

– Total Funding Required: $85,000

Assets:

– Non-cash Assets from Start-up: $35,900

– Cash Requirements from Start-up: $40,000

– Additional Cash Raised: $0

– Cash Balance on Starting Date: $40,000

– Total Assets: $75,900

Liabilities and Capital:

– Liabilities:

– Current Borrowing: $0

– Long-term Liabilities: $50,000

– Accounts Payable (Outstanding Bills): $25,000

– Other Current Liabilities (interest-free): $0

– Total Liabilities: $75,000

– Capital:

– Planned Investment:

– John Steward: $10,000

– Other: $0

– Additional Investment Requirement: $0

– Total Planned Investment: $10,000

– Loss at Start-up (Start-up Expenses): ($9,100)

– Total Capital: $900

Total Capital and Liabilities: $75,900

Total Funding: $85,000

Company Ownership

John Steward is the owner of SmokeJumpers.

Products

SmokeJumpers will offer young customers the following youth-oriented products and clothing:

– Shoes

– Jackets

– Sweaters

– Shirts

– Pants

– Bags

– Hats

– T-shirts

– Dresses and skirts

– Shorts

Market Analysis Summary

According to the U.S. Census Bureau, the population of teens (age 12-17) in 1999 was 23.4 million, representing 8.6% of the total U.S. population. Teens influence $324 billion in spending annually, have $151 billion in disposable income, spend $24 billion annually, and will spend $1.2 billion online by 2002. Teens spend an average of $82 per week on entertainment, fashion, food, and technology. These young people, dubbed "Generation Y," dominate almost all facets of popular culture and are the fastest-growing demographic under age 65.

Specialty youth clothes and products is a billion-dollar niche in the clothing industry. Over the past ten years, there has been a profound change in population dynamics in the U.S. The non-metropolitan population has been growing at almost the same rate as the urban population. Evansville’s current population is 150,000 residents. The city is 250 miles from the closest urban center. Consequently, Evansville’s young people don’t live near a large urban center that offers the diversity in clothing products that the youth culture demands. This has created a small market niche for businesses to sell clothing and products, particularly in communities with a major college located in the community, like Evansville.

Currently, only two regional malls offer access to the fashion and styles that young people want. Unfortunately, the focus of these mall stores is only on the mainstream of the youth market. Alternative clothing and products are rarely available outside urban areas. This is true because the companies that create the clothing and products are small and sell primarily through urban specialty shops.

It is SmokeJumpers’ plan to bring these new alternative fashion and products to its target customer groups.

Market Segmentation

SmokeJumpers will capitalize on the following characteristics of Generation Y:

– Subculture Affiliation: Though rebellious, teens also want to blend in and be accepted by peers. They seek a community of peers to welcome them, as well as help them stand out.

– Attitude: Teenagers wear attitude like a uniform to give definition to their identity. This extends to clothing, hairstyle, and the type of music listened to in public. They also react to humor, silliness, and irreverence more easily than to other styles.

SmokeJumpers will focus on three significant customer groups:

– Skateboarders: This group is a pivotal customer group for SmokeJumpers. Skateboarders are deeply influenced by urban culture, especially in music, footwear, and clothing. Distinctive urban style is an important component of the skateboard culture.

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– Alternateens: This group is important for the sustained growth of the business. They represent a wide range of young people who identify themselves as part of the alternative culture. The most critical members of this group for SmokeJumpers are the "weekend warriors" who dress the part only for parties and concerts. They represent the majority of the group and have the most money to spend on products.

– College Students: Evansville University has an enrollment of 12,000 students, of which 5,000 are 19 years of age or younger. In many ways, it is the college population that sustains the alternative culture in Evansville. SmokeJumpers will advertise in the student daily newspaper to bring this target customer group into the store.

Kid s Clothing Store Business Plan Example

Market Analysis

Potential Customers Growth Year 1 Year 2 Year 3 Year 4 Year 5 CAGR

Skateboarders 15% 7,000 8,050 9,258 10,647 12,244 15.00%

Alternateens 17% 15,000 17,550 20,534 24,025 28,109 17.00%

College Students 10% 5,000 5,500 6,050 6,655 7,321 10.00%

Total 15.27% 27,000 31,100 35,842 41,327 47,674 15.27%

Strategy and Implementation Summary

SmokeJumpers will focus on becoming the coolest place in Evansville to shop for alternative clothes, shoes, and youth-oriented products.

Competitive Edge

SmokeJumpers’ competitive advantage is offering product lines that make a statement but won’t leave you broke. The major brands are expensive and not distinctive enough to satisfy the ever-changing taste of our target customers. SmokeJumpers offers products that are just ahead of the curve and so affordable that our customers will return to the store often to check out what’s new.

Another competitive factor is that products for this age group are part of a lifestyle statement. SmokeJumpers is focused on serving the Evansville youth. We want to represent their style and life choices. We believe we will create a loyal customer base that will see SmokeJumpers as part of their lives.

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Sales Strategy

SmokeJumpers’ strategy will be two-track.

– SmokeJumpers will advertise in the Evansville University daily student newspaper and the free Evansville Weekly, which is focused on SmokeJumpers’ target customer groups.

– SmokeJumpers will also plan three events to raise its visibility with target customers. We will assemble a group of boy and girl skateboarders and sponsor them with the SmokeJumpers logo. The skateboard competition will be followed by a street dance. SmokeJumpers will book a local popular alternative college band to play the event. We will find co-sponsors for the events that are also focused on the same target customers. At these events, SmokeJumpers will distribute stickers, caps, t-shirts, and promotional material offering a 20% discount on purchases.

Sales Forecast

The following is the sales forecast for three years.

Kid s Clothing Store Business Plan Example

Kid s Clothing Store Business Plan Example

Sales Forecast:

Year 1 Year 2 Year 3

Sales

Clothing $132,000 $150,000 $165,000

Shoes $42,350 $60,000 $70,000

Products $22,300 $32,000 $40,000

Total Sales $196,650 $242,000 $275,000

Direct Cost of Sales:

Year 1 Year 2 Year 3

Clothing $30,300 $36,000 $41,000

Shoes $13,450 $16,000 $19,000

Products $7,360 $10,000 $13,000

Subtotal Direct Cost of Sales $51,110 $62,000 $73,000

Management Summary:

John Steward, owner of SmokeJumpers, will manage the daily operations of the store. With five years of experience in the retail clothing industry, John started as a sales associate with Hoffman Clothing after graduating with a B.A. in English from State University. Within three years, he was promoted to evening manager for the store’s Young Adult Section. John is known for his excellent management skills, especially with younger staff members. He is also a member of the popular alternative band, Infantile Syndrome. These experiences make John uniquely qualified to understand the demands of his target customers.

Personnel Plan:

SmokeJumpers will have a staff of four: a manager (John Steward) and three part-time cashiers/clerks.

Personnel Plan:

Year 1 Year 2 Year 3

Manager $30,000 $34,000 $38,000

Half-time Cashiers/Clerks (3) $24,000 $28,000 $32,000

Total People 4 4 4

Total Payroll $54,000 $62,000 $70,000

Financial Plan:

The following is the financial plan for SmokeJumpers.

Break-even Analysis:

The monthly break-even point is shown in the table and chart below.

Kid s Clothing Store Business Plan Example

Break-even Analysis

Monthly Revenue Break-even: $15,228

Assumptions:

  • Average Percent Variable Cost: 26%
  • Estimated Monthly Fixed Cost: $11,270

Projected Profit and Loss

The table and chart below show the projected profit and loss for three years.

Kid s Clothing Store Business Plan Example

Kid s Clothing Store Business Plan Example

Kid s Clothing Store Business Plan Example

Kid s Clothing Store Business Plan Example

Pro Forma Profit and Loss

Sales

Year 1: $196,650

Year 2: $242,000

Year 3: $275,000

Direct Cost of Sales

Year 1: $51,110

Year 2: $62,000

Year 3: $73,000

Other Production Expenses

Year 1: $0

Year 2: $0

Year 3: $0

Total Cost of Sales

Year 1: $51,110

Year 2: $62,000

Year 3: $73,000

Gross Margin

Year 1: $145,540

Year 2: $180,000

Year 3: $202,000

Gross Margin %

Year 1: 74.01%

Year 2: 74.38%

Year 3: 73.45%

Expenses

Payroll

Year 1: $54,000

Year 2: $62,000

Year 3: $70,000

Sales and Marketing and Other Expenses

Year 1: $30,000

Year 2: $40,000

Year 3: $50,000

Depreciation

Year 1: $7,140

Year 2: $7,140

Year 3: $7,140

Leased Equipment

Year 1: $0

Year 2: $0

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Year 3: $0

Utilities

Year 1: $6,000

Year 2: $6,000

Year 3: $6,000

Insurance

Year 1: $6,000

Year 2: $6,000

Year 3: $6,000

Rent

Year 1: $24,000

Year 2: $24,000

Year 3: $24,000

Payroll Taxes

Year 1: $8,100

Year 2: $9,300

Year 3: $10,500

Other

Year 1: $0

Year 2: $0

Year 3: $0

Total Operating Expenses

Year 1: $135,240

Year 2: $154,440

Year 3: $173,640

Profit Before Interest and Taxes

Year 1: $10,300

Year 2: $25,560

Year 3: $28,360

EBITDA

Year 1: $17,440

Year 2: $32,700

Year 3: $35,500

Interest Expense

Year 1: $4,480

Year 2: $3,560

Year 3: $2,600

Taxes Incurred

Year 1: $1,746

Year 2: $6,600

Year 3: $7,728

Net Profit

Year 1: $4,074

Year 2: $15,400

Year 3: $18,032

Net Profit/Sales

Year 1: 2.07%

Year 2: 6.36%

Year 3: 6.56%

Projected Cash Flow

The following table and chart presents the projected cash flow for three years.

Kid s Clothing Store Business Plan Example

Pro Forma Cash Flow

Year 1 Year 2 Year 3
Cash Received
Cash from Operations
Cash Sales $196,650 $242,000 $275,000
Subtotal Cash from Operations $196,650 $242,000 $275,000
Additional Cash Received
Sales Tax, VAT, HST/GST Received $0 $0 $0
New Current Borrowing $0 $0 $0
New Other Liabilities (interest-free) $0 $0 $0
New Long-term Liabilities $0 $0 $0
Sales of Other Current Assets $0 $0 $0
Sales of Long-term Assets $0 $0 $0
New Investment Received $0 $0 $0
Subtotal Cash Received $196,650 $242,000 $275,000
Expenditures
Expenditures from Operations
Cash Spending $54,000 $62,000 $70,000
Bill Payments $122,893 $167,509 $182,158
Subtotal Spent on Operations $176,893 $229,509 $252,158
Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $0 $0 $0
Principal Repayment of Current Borrowing $0 $0 $0
Other Liabilities Principal Repayment $0 $0 $0
Long-term Liabilities Principal Repayment $9,600 $9,600 $9,600
Purchase Other Current Assets $0 $0 $0
Purchase Long-term Assets $0 $0 $0
Dividends $0 $0 $0
Subtotal Cash Spent $186,493 $239,109 $261,758
Net Cash Flow $10,157 $2,891 $13,242
Cash Balance $50,157 $53,048 $66,290

Projected Balance Sheet

The following table displays the projected balance sheet for three years.

Year 1 Year 2 Year 3
Assets
Current Assets
Cash $50,157 $53,048 $66,290
Inventory $3,465 $20,879 $23,861
Other Current Assets $900 $900 $900
Total Current Assets $54,522 $74,827 $91,051
Long-term Assets
Long-term Assets $5,000 $5,000 $5,000
Accumulated Depreciation $7,140 $14,280 $21,420
Total Long-term Assets ($2,140) ($9,280) ($16,420)
Total Assets $52,382 $65,547 $74,631
Liabilities and Capital
Current Liabilities
Accounts Payable $7,008 $14,373 $15,025
Current Borrowing $0 $0 $0
Other Current Liabilities $0 $0 $0
Subtotal Current Liabilities $7,008 $14,373 $15,025
Long-term Liabilities $40,400 $30,800 $21,200
Total Liabilities $47,408 $45,173 $36,225
Paid-in Capital $10,000 $10,000 $10,000
Retained Earnings ($9,100) ($5,026) $10,374
Earnings $4,074 $15,400 $18,032
Total Capital $4,974 $20,374 $38,406
Total Liabilities and Capital $52,382 $65,547 $74,631
Net Worth $4,974 $20,374 $38,406

Business Ratios

Business ratios for the years of this plan are shown below. Industry profile ratios based on the Standard Industrial Classification (SIC) code 5999, Miscellaneous Retail Stores, are shown for comparison.

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General Assumptions:

Plan Month 1 2 3 4 5 6 7 8 9 10 11 12

Current Interest Rate 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%

Long-term Interest Rate 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%

Tax Rate 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00%

Other 0 0 0 0 0 0 0 0 0 0 0 0 0

Pro Forma Profit and Loss:

Sales $4,100 $7,200 $9,350 $12,500 $17,000 $20,000 $20,000 $23,000 $26,000 $29,000 $15,000 $13,500

Direct Cost of Sales $1,130 $1,530 $2,400 $3,100 $4,500 $5,200 $5,200 $5,800 $6,800 $7,300 $5,000 $3,150

Other Production Expenses $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Total Cost of Sales $1,130 $1,530 $2,400 $3,100 $4,500 $5,200 $5,200 $5,800 $6,800 $7,300 $5,000 $3,150

Gross Margin $2,970 $5,670 $6,950 $9,400 $12,500 $14,800 $14,800 $17,200 $19,200 $21,700 $10,000 $10,350

Gross Margin % 72.44% 78.75% 74.33% 75.20% 73.53% 74.00% 74.00% 74.78% 73.85% 74.83% 66.67% 76.67%

Expenses

Payroll $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500

Sales and Marketing and Other Expenses $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500

Depreciation $595 $595 $595 $595 $595 $595 $595 $595 $595 $595 $595 $595 $595

Leased Equipment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Utilities $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500

Insurance $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500

Rent $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000

Payroll Taxes 15% $675 $675 $675 $675 $675 $675 $675 $675 $675 $675 $675 $675 $675

Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Total Operating Expenses $11,270 $11,270 $11,270 $11,270 $11,270 $11,270 $11,270 $11,270 $11,270 $11,270 $11,270 $11,270 $11,270

Profit Before Interest and Taxes ($8,300) ($5,600) ($4,320) ($1,870) $1,230 $3,530 $3,530 $5,930 $7,930 $10,430 ($1,270) ($920)

EBITDA ($7,705) ($5,005) ($3,725) ($1,275) $1,825 $4,125 $4,125 $6,525 $8,525 $11,025 ($675) ($325)

Interest Expense $410 $403 $397 $390 $383 $377 $370 $363 $357 $350 $343 $337

Taxes Incurred ($2,613) ($1,801) ($1,415) ($678) $254 $946 $948 $1,670 $2,272 $3,024 ($484) ($377)

Net Profit ($6,097) ($4,202) ($3,302) ($1,582) $593 $2,207 $2,212 $3,897 $5,301 $7,056 ($1,129) ($880)

Net Profit/Sales -148.71% -58.37% -35.31% -12.66% 3.49% 11.04% 11.06% 16.94% 20.39% 24.33% -7.53% -6.52%

Pro Forma Cash Flow

Year 1 Year 2 Year 3 Industry Profile
Sales Growth n.a. 23.06% 13.64% 6.30%
Percent of Total Assets
Inventory 6.61% 31.85% 31.97% 39.30%
Other Current Assets 1.72% 1.37% 1.21% 23.90%
Total Current Assets 104.09% 114.16% 122.00% 80.10%
Long-term Assets -4.09% -14.16% -22.00% 19.90%
Total Assets 100.00% 100.00% 100.00% 100.00%
Current Liabilities
Accounts Payable 13.38% 21.93% 20.13% 46.00%
Long-term Liabilities 77.13% 46.99% 28.41% 14.00%
Total Liabilities 90.50% 68.92% 48.54% 60.00%
Net Worth 9.50% 31.08% 51.46% 40.00%
Percent of Sales
Sales 100.00% 100.00% 100.00% 100.00%
Gross Margin 74.01% 74.38% 73.45% 34.10%
Selling, General & Administrative Expenses 71.94% 68.02% 66.90% 19.80%
Advertising Expenses 15.26% 16.53% 18.18% 2.60%
Profit Before Interest and Taxes 5.24% 10.56% 10.31% 1.10%
Main Ratios
Current 7.78 5.21 6.06 1.77
Quick 7.29 3.75 4.47
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Pro Forma Cash Flow
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Cash Received
Cash Sales $4,100 $7,200 $9,350 $12,500 $17,000 $20,000 $20,000 $23,000 $26,000 $29,000 $15,000 $13,500
Subtotal Cash from Operations $4,100 $7,200 $9,350 $12,500 $17,000 $20,000 $20,000 $23,000 $26,000 $29,000 $15,000 $13,500
Additional Cash Received
Sales Tax, VAT, HST/GST Received 0.00% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Other Liabilities (interest-free) $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Long-term Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Sales of Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Sales of Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Investment Received $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cash Received $4,100 $7,200 $9,350 $12,500 $17,000 $20,000 $20,000 $23,000 $26,000 $29,000 $15,000 $13,500
Expenditures
Expenditures from Operations
Cash Spending $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500
Bill Payments $25,132 $3,999 $4,790 $5,181 $5,918 $6,835 $7,498 $7,692 $13,557 $16,727 $17,103 $8,463
Subtotal Spent on Operations $29,632 $8,499 $9,290 $9,681 $10,418 $11,335 $11,998 $12,192 $18,057 $21,227 $21,603 $12,963
Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Principal Repayment of Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other Liabilities Principal Repayment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Long-term Liabilities Principal Repayment $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800
Purchase Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Purchase Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Dividends $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cash Spent $30,432 $9,299 $10,090 $10,481 $11,218 $12,135 $12,798 $12,992 $18,857 $22,027 $22,403 $13,763
Net Cash Flow ($26,332) ($2,099) ($740) $2,019 $5,782 $7,865 $7,202 $10,008 $7,143 $6,973 ($7,403) ($263)
Cash Balance $13,668 $11,569 $10,829 $12,848 $18,630 $26,495 $33,697 $43,706 $50,849 $57,822 $50,420 $50,157

Pro Forma Balance Sheet

Pro Forma Balance Sheet
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Assets Starting Balances
Current Assets
Cash $40,000 $13,668 $11,569 $10,829 $12,848 $18,630 $26,495 $33,697 $43,706 $50,849 $57,822 $50,420 $50,157
Inventory $30,000 $28,870 $27,340 $24,940 $21,840 $17,340 $12,140 $6,940 $6,380 $7,480 $8,030 $5,500 $3,465
Other Current Assets $900 $900 $900 $900 $900 $900 $900 $900 $900 $900 $900 $900 $900
Total Current Assets $70,900 $43,438 $39,809 $36,669 $35,588 $36,870 $39,535 $41,537 $50,986 $59,229 $66,752 $56,820 $54,522
Long-term Assets
Long-term Assets $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Accumulated Depreciation $0 $595 $1,190 $1,785 $2,380 $2,975 $3,570 $4,165 $4,760 $5,355 $5,950 $6,545 $7,140
Total Long-term Assets $5,000 $4,405 $3,810 $3,215 $2,620 $2,025 $1,430 $835 $240 ($355) ($950) ($1,545) ($2,140)
Total Assets $75,900 $47,843 $43,619 $39,884 $38,208 $38,895 $40,965 $42,372 $51,226 $58,874 $65,802 $55,

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