In my class Entrepeneurship we were asked to make a business plan for the "mock" business we created. This is the final version of the business plan I made, I managed to score 150/150 on it.

1. Smiley Incorporated
December 2012
This document holds confidential and classified information belonging exclusively to
Smiley Inc.
Nathan Beil
Founder of Smiley Inc
319 Mozart Avenue East
Mankato, Mn 56001
Cell: 507-779-4758
Email: nathan.beil.god.bless@gmail.com

2. Business Plan
Vision and Mission:
Vision: Our company vision is to create a new trend in society, create a new sphere in
the market, generate tremendous revenues, and then give back and make our world a
better place with generous, substantial financial resources at our disposal.
Mission:
Smiley Inc. commits to the following:
Our mission is to provide unique, self expressory products at a price that is affordable to
everyone. We believe in everyone, and that everyone deserves the opportunity to
express themselves. Our first responsibility is to make our product available to all types
of people in the world. We believe our wide range of customer outreach will enable us to
establish a strong customer foundational base that will allow us to propel forward in
gaining capital. We believe in five key principles that will define our company.
1.) Allow customers, and employees to be themselves
2.) Treat everyone as equals
3.) Be generous
4.) Strive for excellence
5.) Be the standard of excellance
Staying committed to our mission, vision, and five key principles, we believe in
ourselves to achieve company excellence.
Company Overview
Business Description
1.) I think my business will be profitable because I think my idea is really unique,
and I believe that with the recent market trends of creativity and expressing
yourself, that it would satisfy that desire. I think growth opportunities are

3. tremendous. My vision is to go into all types of markets including, clothing,
gaming, toys, accessories and possibly other merchandise.
2.) I think what will appeal to customers is the personal creativity aspect. You can
create your own Smiley, and express yourself with it. And why it is appealing
because I think people naturally in some way want to express themselves.
And much like say with art or music, where isn’t the fun in creating something
and expressing yourself with it?
Product Strategy
1.) My product is a Smiley which in a simple context is a smiley face with a
celebrity or a personal influence. Then that image is then created on an
object. Right now the plan is shirts, hats, rings, key chains, cards, with the
smiley created on the chosen object. Other products in the works for the
future would be action figures with the celebrity faces (or even possibly a
customized creation you’ve made); also a website where you can create your
custom image and then put them on products and then order them. A
computer game (on the website), and a possible future video game, and
costumes for like Halloween.
Location
Smiley Inc. headquarters is located 319 Mozart Avenue East, Mankato
Minnesota, 56001. I chose this location to save money, it is currently where I live so
until I generate more revenue I figured I’d cut costs where I could and keep the
company HQ at home. Other details in location besides headquarters will be explained,
like where is the ideal location for a store. I would say that my ideal location for a
branch of our store would be a busy place that is easily accessible. I would like the
facility to be small, and for many of the branches to be stores located in a strip mall, or
chain of small businesses that are together. I would want to own the facility so that I
could customize it to my liking. I would want my store to have a unique design and feel,
and for it to be full of color, and create an atmosphere of wonder. Other business’s I
imagine being around are the heavyweights like Target, and Walmart, and is many of
the branches or Smiley Inc. are located in strip malls I imagine clothing stores, and
more small scale retailers like Barnes and Noble, Gamestop, being around us. I think
this is the right location because I want to be where the people are.

4. Legal Business Description
Smiley Inc.
The legal name of Smiley Inc. is Nathan Beil doing business as Smiley Inc
Legal Form of Business
The legal form of Smiley Inc. is a corporation.
Marketing Analysis
Customer Profile/Demographics
I have a broad target market, so I will do my best to pin-point and be as specific
as possible in the definition of my target market. I believe my ideal target market would
be kids and then young adult/ college students. So I would say for age ranges 6-12,
and then 16-25, would be the people I am targeting. To give a comparison I think of a
super hero, like say Captain America. He can appeal to both kids and adults in different
ways and that’s what I think is a blessing to my product idea. As for geographic location
I think because I am looking for mass consumption and anyone can buy the product
because it is mainly clothing. I am going to look for more heavily populated areas
because in theory more people equates to more consumers to buy my product. I think

5. income is going to be middle class, much like say with a mass consumption of a CD or
DVD; I envision the same result with my product.
I don’t see the price being too high unless you really get into customizing your
shirt. Education level I am going to go for the norm too because, again, my product is
flexible where anyone can buy it, and I don’t want a bias where say with a Tiffany where
more “rich people buy it”. I want to (as much as possible) appeal to all incomes and
ages, but if I have to pick I’ll go with the group that I believe has the most population
(young people, and middle class folk).
Lastly for the psychographic information, I would ideally like to target the “cool”
people and the trend setters first and possibly get well known people to wear it too. I
think that has helped set trends are when well-known people wear the product, people
think “I want to be like them”, wear it, and then it trickles down with everyone wanting to
fit in and be accepted. So in conclusion this is a broad base of my target
market/customer profile, and what I would do to start spreading it out!
Competition
To be honest, I think what my makes my product and company unique is there
isn’t really a specific competitor who is selling anything similar to our own product. I
think the closest competitors are LIDS with the custom hats, and Spencer’s with the
random, goofy products.
Trends
The main trend that were appealing to is EGOnomics, which is the person’s
craving to express themselves and for people to recognize it. We feel as a company
that much of today has to do with one expressing themselves; And creating your own,
customizable Smiley will help curb the appetite of that desire. We also feel that trends
in our world have helped support our theory that self-expression is a positive epidemic
for business’s.
Trade Area
Our potential customers live all over; we are targeting everyone because we feel that
our product is going to be so big that almost everyone is going to want it. And with our
website and shipping capabilities we will be able to deliver our product to anyone who
wants to buy it.
Promotional Plan

6. By month:
January- Deals for Single Parents
February- Deals on Smileys regarding Valentine’s Day
March- Saint Patrick’s Day Smileys
April- Spring Specials
May- Military Special Smileys
June- Back to School specials on Smileys
July- Most Creative Smiley contest (video, normal Smiley)with prizes for winners!!
August-Deals for Veterans
September- Fall Specials
October- Deals on Halloween themed Smileys
November- Black Friday specials on all products
December- Deals on special Christmas Smileys and Holiday themed stuff!
Advertisement #1

7. Got Your Smile? 
Advertisement #2

8. BE
YOURSELF

9. Company Website

10. Descriptions of numbered items on Company website:
I have numbered each section of my website vision so that I can explain it in
greater details in the next section. Some definitions show some categories that you can
click on if your mouse was over it. Otherwise if that is not applicable, then the logic
behind adding that feature to website is explained.
1.) Like our page, add our team as friends, post your smiley!
2.) Post videos, create your own for prizes, watch our videos!
3.) Tweet, follow us and our team, post on twitter with our hash tag!
4.) This week’s blog, previous blogs
5.) About us, History, Mission Statement/ Vision, Income Statement, Company
Details
6.) Create your own Smiley, How to create a Smiley, Adding images to clothes &
merchandise
7.) Hats, Shirts, Accessories, Customized Gear
8.) FAQS, Questions, Help, Call/ Email Us
9.) Job openings, franchising, internships
10.) Sign in, My account, My stuff
11.) Opportunity for fans and customers to connect with the site and brand
more, so it feels like it’s more personalized and that they help make the product!
12.) Same with Twitter/ Facebook posts logic, a way to keep the buzz going
and for fans to participate and have fun with Smileys!
Interactive gamed, targeting kids more, another reasons for people to hop on our
website more and to add visitors. Also creates the foundation if we choose to
enter the video game market.
13.) Interactive game, targeting kids more, another reasons for people to hop
on our website more and to add visitors. Also creates the foundation if we choose
to enter the video game market.
Management Team

11. Due to our company being new we are keeping our management team, short,
sweet and to the point .
Chain of Command:
Nathan Beil: Founder/CEO/President
Sam Gast: Vice President
Amber Bartlett: Chief Designer
Steve Dirckx: Daily Operations Manager
Ashley Enter: Public Relations/ Human Resource Manager
Levi Pederson: Director of Technology
Heidi Beske: Director of Marketing
Responsibilities
Nathan Beil, Founder
-Acts as the leader of the company, and oversees the implementation of his
companies vision (obviously with consent from other team members).
Sam Gast, Vice President
-Acts as assistant to the President and helps take on his roles and assume his
responsibilities as needed.
Amber Bartlett, Chief Designer
-Acts as the chief designer and creative expert for current Smiley’s and the
creation of future Smiley’s.
Steve Dirckx, Daily Operations Manager
-If the company were a boat, he’d make sure everything is running smoothly on
the production/sailing end; works closely with the Vice President.
Ashley Enter, PR/HR Manager
-handles problems within the organization, keeps up to date on polices, and
handles the companies PR to the outside world.
Levi Pederson, Director of Marketing

12. -Runs our Twitter, and Facebook page, and runs the website and makes sure
there up to date, and running smoothly.
Heidi Beske, Director of Marketing
-Gets our name out there, and makes sure that the consumer knows about us.
Outside Support
We accept volunteers which would feature family and friends. Benefit of that
would be that if there work is good, and greatly contributes to our organization
then we would add them to our business and create a customizable position for
them. Also as we grow we are looking to add college students via interns. Much
outside support is to be expected but too numerous to list.
Staffing
We recognize we need a big staff, and thou we are excited to accept and add
volunteers/interns to our ranks we are going to be looking for in the near future,
social media experts, more sales and marketing people, technology experts to
prevent hacking, retail experts (to help purchase property) and many more things
in the foreseeable future. Projected staff is difficult to determine at this point.
Income Statement
Sales Daily Price Total
Number of Shirts 10 $15 150
Number of Hats 5 $15 75
Number of Accessories 50 $5 250
475plus
Expenses
Ink/Material $50
Manufacturing $50
Equipment Use $25
125minus
Donations 25 plus
Total Revenue One Day $375
Revenue projections

13. Sales Daily Price Total X30 (monthly total) X12 (Yearly Total)
Number of Shirts 10 $15 150 4500 54000
Number of Hats 5 $15 75 2250 27000
Number of Accessories 50 $5 250 7500 90000
$475 14250 171000
Expenses
Ink/Material $50 1500 18000
Manufacturing $50 1500 18000
Equipment Use $25 750 9000
125 3750 45000
Donations 25 750 9000
Total Revenue One Day $375
Total Revenue One Month $11,250
Total Revenue One Year $135,000
Equipment Needed
We will need a steady variety of equipment: 3 Computers, tons of printing paper,
a plethora of ink cartridges, sowing machines to stich hats, shirt racks, big signs,
big smiley costumes, coupons, and software for website our personal website.