MLM Cleaning Products Business Plan

Earthly Clean is a start-up organization using the multi-level marketing (MLM) business model to sell environmentally friendly cleaning products. Earthly Clean has been founded by Devon McGregor and is registered as an Illinois LLC.

The Products
Earthly Clean sells non-toxic, environmentally friendly cleaning supplies for all household uses. They have a contactual agreement with a major cleaning supply manufacturer to produce a complete line of private label products. Product prices will be competitive as Earthly Clean buys directly from the manufacturer. The manufacturer also allows Earthly Clean to place small orders as low as $150, aiding in efficient inventory management. Initial products include: all purpose soap, bathroom cleaner, basin/tub and tile cleaner, detergent, window cleaner, bleach, laundry liquid, and a variety of air fresheners. Earthly Clean offers competitively priced, high-quality products.

The Market
Earthly Clean targets two customer segments. The first segment is environmentally conscious consumers seeking non-toxic cleaners for their homes. They are younger, politically liberal individuals who want to contribute to the betterment of the environment.

The second target segment consists of individuals recruited from the first segment. Some become distributors of Earthly Clean products, selling them to their own customers. This creates a passionate sales force with distributors earning sales commissions. The MLM business model allows for revenue generation through sales and recruitment. Earthly Clean’s model is efficient and effective, involving direct purchase from the manufacturer and selling directly to consumers. MLM businesses should not be confused with illegal pyramid schemes.

An Efficient Distribution Model
Earthly Clean’s distribution model ensures the highest quality and low prices by purchasing products directly from the manufacturer. This eliminates the traditional bureaucratic model with huge corporate profits. Earthly Clean only compensates distributors for sales, distinguishing itself from illegal pyramid schemes.

Earthly Clean is an exciting business that allows individuals to make money while making a positive contribution to the environment. By utilizing the efficient multi-level marketing business model, Earthly Clean aims to generate sustainable revenue. Sales forecasts indicate revenues of $90,000 and $125,000 for years two and three, with net profits reaching 4.19% and 8.66%.

MLM Cleaning Products Business Plan Example

1.1 Mission

Earthly Clean aims to develop an environmentally friendly distribution company that sells products through grassroots and network marketing. The company’s mission is to make a meaningful contribution to the environment and support its members.

1.2 Objectives

  • Create a profitable company selling environmentally friendly cleaning products.
  • Design a compensation structure for individuals based on sales made by their recruits.
  • Implement a more efficient marketing machine, eliminating traditional distribution systems.

1.3 Keys to Success

  • Distribute high-quality, environmentally friendly products.
  • Recruit new salespeople to assist in product sales.
  • Build the company with a solid foundation of integrity.

Company Summary

Earthly Clean is an Illinois registered LLC founded by Devon McGregor. The company distributes environmentally friendly cleaning supplies through an efficient networking distribution system.

2.1 Start-up Summary

Earthly Clean has incurred the following expenses for the start-up phases:

  • Storage space: Used for product inventory. Devon McGregor purchases larger quantities to achieve cost breaks and stores them.
  • Service provider fees: Accounting and attorney fees for business setup. The accountant sets up the PeachTree accounting system, and the attorney develops and registers the business formation and draft sale agreements for distributors.
  • Computer system: Used for correspondence, accounting, and marketing/sales development. Includes a laptop computer, printer, fax/scanner, and broadband Internet connection. Earthly Clean prefers Microsoft Office and PeachTree Accounting software.
  • Assorted paper and stationery: Personalized with a logo, return addresses, etc., for catalogs and brochures.
  • Office furniture and accessories: Located in Devon’s house.

MLM Cleaning Products Business Plan Example

Start-up Funding

Start-up Expenses to Fund: $9,140

Start-up Assets to Fund: $40,860

Total Funding Required: $50,000

Assets

Non-cash Assets from Start-up: $5,000

Cash Requirements from Start-up: $35,860

Additional Cash Raised: $0

Cash Balance on Starting Date: $35,860

Total Assets: $40,860

Liabilities and Capital

Liabilities

Current Borrowing: $0

Long-term Liabilities: $20,000

Accounts Payable (Outstanding Bills): $0

Other Current Liabilities (interest-free): $0

Total Liabilities: $20,000

Capital

Planned Investment

Family & Friends: $20,000

D. McGregor: $10,000

Additional Investment Requirement: $0

Total Planned Investment: $30,000

Loss at Start-up (Start-up Expenses): ($9,140)

Total Capital: $20,860

Total Capital and Liabilities: $40,860

Total Funding: $50,000

Start-up

Requirements

Start-up Expenses

Professional service providers: $4,000

Paper products: $250

Website development: $2,000

Storage rental: $165

Expensed Equipment – Computer system: $2,500

Insurance: $75

Rent: $150

Total Start-up Expenses: $9,140

Start-up Assets

Cash Required: $35,860

Other Current Assets: $0

Long-term Assets: $5,000

Total Assets: $40,860

Total Requirements: $50,000

Company Ownership

Earthly Clean is solely owned by Devon McGregor. In addition to his own investment, Devon has received an investment from friends and family as well as a long-term bank loan.

Products

Earthly Clean sells private label environmentally friendly cleaning products. All products are designed to be effective at cleaning, yet easy and non-toxic. Earthly Clean has contracted with a large national producer of environmentally friendly products to manufacture these products with the Earthly Clean private label. This vendor was chosen for their quality products and flexibility in offering low minimum orders ($150). The initial products Earthly Clean will offer are:

– All-purpose soap: A concentrated formula for washing walls, floors, cabinets, and other surfaces.

– Bathroom cleaner: Quickly removes dirt and grime, cleaning and deodorizing.

– Basin, tub & tile cleaner: Effective at removing soap scum from all surfaces.

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– Dishwashing detergent: Easy on hands, tough on cleaning.

– Window cleaner: A streak-free cleaner.

– Oxygen bleach cleaner: Works on sinks and bathtubs.

– Laundry liquid: Concentrated, biodegradable, natural cleaner for laundry.

– Air fresheners: Natural, healthful, eco-mists containing essential oils, emulsifiers, and water.

Environmental cleaning products were chosen for several reasons:

1. It allows individuals to make a positive contribution to the environment.

2. The environmentally friendly cleaning industry is growing as more people consider environmental impacts.

3. MLM and environmental cleaning products are a perfect combination, offering emotional and economic incentives for sellers.

Because Earthly Clean buys private label goods directly from the manufacturer, their products are competitively priced.

Business Model

Earthly Clean uses a multi-level marketing approach (MLM) to sell their products. MLM is a grassroots networking-based approach where products are sold directly from a distributor to the end consumer. The distributor receives products from Earthly Clean, who buys directly from the manufacturer. If a distributor recruits a new person to sell the products, they receive a sales commission. The MLM system leverages relationships and networking skills, creating a grassroots distribution channel.

This arrangement differs from illegal pyramid schemes, as participants are compensated for product sales, not solely for recruiting new people.

Market Analysis Summary

Earthly Clean has identified two types of customers:

1. End users of cleaning products with an environmental consciousness.

2. Individuals from the first group interested in becoming product distributors.

Market Segmentation

Earthly Clean’s most attractive marketing prospects are:

1. Consumers of environmentally friendly cleaning products.

2. Members of the consumer group interested in becoming product distributors.

Individual consumers:

– Ages 23-48

– Median household income of $41,000

– 22% commute by bicycle or use mass transportation

– 97% are active recyclers

– Majority consider environmental consequences of their choices

– 41% are vegetarian

– 93% are registered Democrats

Distributors:

– 89% will sell Earthly Clean products in addition to their existing employment

– See selling Earthly Clean as an opportunity to make supplemental income and contribute to the environment

– 87% aim to recruit more distributors and establish an additional source of revenue.

MLM Cleaning Products Business Plan Example

Market Analysis:

Year 1 Year 2 Year 3 Year 4 Year 5

Potential Customers Growth CAGR

Individuals 6% 2,455 2,602 2,758 2,923 3,098 5.99%

Distributors 5% 2,455 2,578 2,707 2,842 2,984 5.00%

Total 5.50% 4,910 5,180 5,465 5,765 6,082 5.50%

4.2 Target Market Segment Strategy

The two customer segments represent people who are most likely to be consumers of environmentally friendly cleaning supplies. Individual consumers have a sensitive perspective toward the environment and are looking for a way to have a positive impact on it. Buying these products allows them to do their part. Distributors are individual consumers who have a strong conviction in the products and the time to sell them. This makes the job of distributor attractive, as it can be balanced with their existing job for additional revenue.

4.3 Industry Analysis

Earthly Clean participates in the product industry of environmentally friendly cleaning supplies and the business model industry of MLM. The environmentally friendly cleaning supply industry is small but growing. Larger retailers are beginning to carry these products as the market demands more outlets. Earthly Clean does not compete directly with MLM companies because they sell private label products. However, market research has yet to find an MLM company that sells environmentally friendly cleaning products.

4.3.1 Competition and Buying Patterns

Earthly Clean faces competition from local and national health food stores, large supermarkets, and mail order/Internet sales. Competitors include Whole Foods, Wild Oats, mothernature.com, and thegoodearth.com.

Strategy and Implementation Summary

Earthly Clean will leverage a quality product, competitive pricing, and a grassroots, non-corporate business model as their competitive edge. This will resonate with the target market. Their marketing strategy will focus on the green aspect of their products, the support for a grassroots organization, and the opportunity for consumers to take an active role with the company and have an additional source of income. Earthly Clean’s sales strategy will focus on high quality products and 100% customer satisfaction.

5.1 Competitive Edge

Earthly Clean’s competitive edge includes quality products manufactured to their specifications, competitive pricing through direct purchase from the manufacturer, and a grassroots, non-corporate business model that disperses profits among user distributors.

5.2 Marketing Strategy

The marketing strategy is based on generating visibility for Earthly Clean as a company that offers a wide selection of green products, supports environmentally friendly people, and provides an opportunity for users to become distributors and earn additional revenue. Networking is key to increased visibility and distribution, including traditional work environments, social organizations, religious organizations, and other gatherings.

5.3 Sales Strategy

Earthly Clean’s sales strategy emphasizes high quality products and 100% customer satisfaction to provide consumers with a risk-free opportunity to try the products. Becoming a distributor becomes more attractive once the consumer recognizes the outstanding quality. The grassroots, one-to-one approach is used for sales.

5.3.1 Sales Forecast

Earthly Clean tracks sales to individual customers and revenue from commissions. Initially, revenue will come primarily from sales to individual customers, but as more distributors are secured, revenue from them will increase. Earthly Clean has a conservative sales forecast.

MLM Cleaning Products Business Plan Example

MLM Cleaning Products Business Plan Example

Sales Forecast:

Sales

Year 1 Year 2 Year 3

$15,205 $29,650 $54,852

Individuals $4,706 $9,176 $16,975

Distributors $4,562 $8,895 $16,456

Total Sales $19,911 $38,826 $71,827

Direct Cost of Sales

Year 1 Year 2 Year 3

Individuals $4,706 $9,176 $16,975

Distributors $1,412 $2,753 $5,093

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Subtotal Direct Cost of Sales $5,973 $11,648 $21,548

5.4 Milestones

Earthly Cleaning has identified milestones, which will be used as goals for the organization. The milestones are quantifiable and have specific time frames for accomplishment. The table below provides details on each milestone.

MLM Cleaning Products Business Plan Example

Milestones:

Milestone Start Date End Date Budget Manager Department

Business plan completion 1/1/2003 10/1/2003 $0 Devon Business Development

Contract finalization with manufacturer 2/1/2004 2/15/2004 $0 Devon Business Development

First sales customer 2/15/2004 3/1/2004 $0 Devon Sales

Establishment of first distributor 3/1/2004 5/1/2004 $0 Devon Sales

Significant recurring distributor revenue 5/1/2004 5/30/2005 $0 Devon Accounting

Profitability 5/30/2005 9/1/2005 $0 Devon Sales

Totals $0

Web Plan Summary:

A website will be created to offer viewers a product catalog and company information, as well as distributor options. The site will encourage viewers to contact Earthly Clean for more information as Devon recognizes that he can be more effective in sales if he has an opportunity to chat with interested parties. The website will be periodically updated.

Website Marketing Strategy:

The website will be marketed in two ways:

– Submission of the site to search engines to ensure easy accessibility.

– All printed material will prominently display the website URL, allowing customers to view the entire product selection conveniently.

Development Requirements:

The website will be developed and periodically updated by a University of Chicago Computer Science student.

Management Summary:

Earthly Clean will be founded and run by Devon McGregor.

Devon has an undergraduate degree in business from Loyola University and one year of postgraduate coursework in biology and pharmaceuticals. He has eight years of work experience with Eli Lilly as a pharmaceutical sales representative, earning numerous sales leader awards.

Devon began researching the MLM business model in search of a sales position that offered interpersonal interaction, a positive impact on society, and minimal travel. After rejecting participation in other existing MLM businesses, he decided to establish his own organization and chose environmentally safe cleaning supplies as his product line.

Personnel Plan:

Devon McGregor will be the only employee of Earthly Clean. Other individuals involved will be distributors and compensated through sales commissions. The sales commission is recognized as a cost of sales under the sales forecast.

Personnel Plan:

Year 1 Year 2 Year 3

Devon $20,000 $24,000 $24,000

Other $0 $0 $0

Total People 1 1 1

Total Payroll $20,000 $24,000 $24,000

Financial Plan:

The following section will outline important financial information.

Important Assumptions:

The following table details important financial assumptions.

General Assumptions:

Year 1 Year 2 Year 3

Plan Month 1 2 3

Current Interest Rate 10.00% 10.00% 10.00%

Long-term Interest Rate 10.00% 10.00% 10.00%

Tax Rate 30.00% 30.00% 30.00%

Other 0 0 0

Break-even Analysis:

The Break-even Analysis indicates that approximately $3,500 is needed in monthly revenue to reach the break-even point.

MLM Cleaning Products Business Plan Example

Break-even Analysis:

Monthly Revenue Break-even: $3,542

Assumptions:

– Average Percent Variable Cost: 30%

– Estimated Monthly Fixed Cost: $2,480

Projected Profit and Loss:

The table and charts below illustrate the projected profit and loss.

MLM Cleaning Products Business Plan Example

MLM Cleaning Products Business Plan Example

MLM Cleaning Products Business Plan Example

MLM Cleaning Products Business Plan Example

Reviewing the provided text, the following edits have been made to eliminate redundant words or phrases and enhance conciseness and clarity while maintaining the integrity and tone of the original text:

Pro Forma Profit and Loss
Year 1 Year 2 Year 3
Sales $19,911 $38,826 $71,827
Direct Cost of Sales $5,973 $11,648 $21,548
Other Costs of Goods $0 $0 $0
Total Cost of Sales $5,973 $11,648 $21,548
Gross Margin $13,937 $27,178 $50,279
Gross Margin % 70.00% 70.00% 70.00%
Expenses
Payroll $20,000 $24,000 $24,000
Sales and Marketing and Other Expenses $2,400 $0 $0
Depreciation $996 $996 $996
Rent $1,800 $1,800 $1,800
Utilities $660 $660 $660
Insurance $900 $900 $900
Payroll Taxes $3,000 $3,600 $3,600
Total Operating Expenses $29,756 $31,956 $31,956
Profit Before Interest and Taxes ($15,819) ($4,778) $18,323
EBITDA ($14,823) ($3,782) $19,319
Interest Expense $1,903 $1,730 $1,550
Taxes Incurred $0 $0 $5,032
Net Profit ($17,721) ($6,508) $11,741
Net Profit/Sales -89.00% -16.76% 16.35%

8.4 Projected Cash Flow

The table and chart below present the Projected Cash Flow.

MLM Cleaning Products Business Plan Example

Pro Forma Cash Flow

Pro Forma Cash Flow
Year 1 Year 2 Year 3
Cash Received
Cash from Operations
Cash Sales $4,978 $9,706 $17,957
Cash from Receivables $9,199 $23,672 $44,367
Subtotal Cash from Operations $14,177 $33,379 $62,324
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 $14,177 $33,379 $62,324

8.5 Projected Balance Sheet

The following table shows the Projected Balance Sheet.

Pro Forma Balance Sheet
Year 1 Year 2 Year 3
Assets
Current Assets
Cash $13,738 $514 $3,160
Accounts Receivable $5,734 $11,181 $20,685
Other Current Assets $0 $0 $0
Total Current Assets $19,472 $11,694 $23,844
Long-term Assets
Long-term Assets $5,000 $5,000 $5,000
Accumulated Depreciation $996 $1,992 $2,988
Total Long-term Assets $4,004 $3,008 $2,012
Total Assets $23,476 $14,702 $25,856

8.6 Business Ratios

The following table details specific Business Ratios for Earthly Clean. Earthly Clean falls under the Standard Industrial Classification code system under Nonstore Retailers – Direct Selling Establishments.

Ratio Analysis
Year 1 Year 2 Year 3 Industry Profile
Sales Growth 0.00% 95.00% 85.00% 2.88%
Percent of Total Assets
Accounts Receivable 24.42% 76.05% 80.00% 18.38%
Other Current Assets 0.00% 0.00% 0.00% 22.11%
Total Current Assets 82.94% 79.54% 92.22% 78.80%
Long-term Assets 17.06% 20.46% 7.78% 21.20%
Total Assets 100.00% 100.00% 100.00% 100.00%
Current Liabilities
Accounts Payable 2.137 1.672 2.884 34.69%
Current Borrowing 0 0 0
Other Current Liabilities 0 0 0
Subtotal Current Liabilities 2.137 1.672 2.884
Long-term Liabilities 18.20% 16.40% 14.60%
Total Liabilities 20.337 18.072 17.484
Paid-in Capital $30,000 $30,000 $30,000
Retained Earnings ($9,140) ($26,861) ($33,369)
Earnings ($17,721) ($6,508) $11,741
Total Capital $3,139 ($3,369) $8,372
Total Liabilities and Capital $23,476 $14,702 $25,856
Net Worth $3,139 ($3,369) $8,372
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Appendix

Sales Forecast

Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Sales
Individuals $0 $0 $0 $500 $625 $850 $1,200 $1,650 $2,100 $2,400 $2,650 $3,230
Distributors $0 $0 $0 $0 $200 $272 $384 $528 $672 $768 $848 $1,034
Total Sales $0 $0 $0 $500 $825 $1,122 $1,584 $2,178 $2,772 $3,168 $3,498 $4,264

Personnel Plan

Personnel Plan
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Devon $0 $0 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total People 0 0 1 1 1 1 1 1 1 1 1 1
Total Payroll $0 $0 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000

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%

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%

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%

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

Pro Forma Profit and Loss:

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

$0 $0 $0 $500 $825 $1,122 $1,584 $2,178 $2,772 $3,168 $3,498 $4,264

Direct Cost of Sales $0 $0 $0 $150 $248 $337 $475 $653 $832 $950 $1,049 $1,279

Other Costs of Goods $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Total Cost of Sales $0 $0 $0 $150 $248 $337 $475 $653 $832 $950 $1,049 $1,279

Gross Margin $0 $0 $0 $350 $578 $785 $1,109 $1,525 $1,940 $2,218 $2,449 $2,985

Gross Margin % 0.00% 0.00% 0.00% 70.00% 70.00% 70.00% 70.00% 70.00% 70.00% 70.00% 70.00% 70.00%

Expenses

Payroll $0 $0 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000

Sales and Marketing and Other Expenses $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200

Depreciation $83 $83 $83 $83 $83 $83 $83 $83 $83 $83 $83 $83

Rent $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150

Utilities $55 $55 $55 $55 $55 $55 $55 $55 $55 $55 $55 $55

Insurance 15% $75 $75 $75 $75 $75 $75 $75 $75 $75 $75 $75 $75

Payroll Taxes 15% $0 $0 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300

Total Operating Expenses $563 $563 $2,863 $2,863 $2,863 $2,863 $2,863 $2,863 $2,863 $2,863 $2,863 $2,863

Profit Before Interest and Taxes ($563) ($563) ($2,863) ($2,513) ($2,286) ($2,078) ($1,754) ($1,338) ($923) ($645) ($414) $122

EBITDA ($480) ($480) ($2,780) ($2,430) ($2,203) ($1,995) ($1,671) ($1,255) ($840) ($562) ($331) $205

Interest Expense $165 $164 $163 $162 $160 $159 $158 $157 $155 $154 $153 $152

Taxes Incurred $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $

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 $35,860 $35,688 $34,893 $32,089 $29,116 $26,090 $23,413 $21,005 $18,833 $16,983 $15,502 $14,428 $13,738
Accounts Receivable $0 $0 $0 $0 $375 $981 $1,440 $2,001 $2,782 $3,658 $4,386 $4,920 $5,734
Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Current Assets $35,860 $35,688 $34,893 $32,089 $29,491 $27,071 $24,852 $23,006 $21,615 $20,641 $19,888 $19,348 $19,472
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 $83 $166 $249 $332 $415 $498 $581 $664 $747 $830 $913 $996
Total Long-term Assets $5,000 $4,917 $4,834 $4,751 $4,668 $4,585 $4,502 $4,419 $4,336 $4,253 $4,170 $4,087 $4,004
Total Assets $40,860 $40,605 $39,727 $36,840 $34,159 $31,656 $29,354 $27,425 $25,951 $24,894 $24,058 $23,435 $23,476
Liabilities and Capital Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Current Liabilities
Accounts Payable $0 $624 $623 $911 $1,055 $1,148 $1,233 $1,366 $1,537 $1,708 $1,822 $1,916 $2,137
Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other Current Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Current Liabilities $0 $624 $623 $911 $1,055 $1,148 $1,233 $1,366 $1,537 $1,708 $1,822 $1,916 $2,137

Business Plan Outline

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