1. Business Plan for Sonny Sport Nutrition
Allison Kliewer
Sonny Sports Nutrition
4301 Broadway
San Antonio, TX 78209
210-846-7996
akliewer@student.uiwtx.edu

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I. Table of Contents
I. Table of Contents....................................................................................................................................2
II. Executive Summary ................................................................................................................................3
III. General Company Description .............................................................................................................5
IV. Products and Services.............................................................................................................................7
V. Marketing Plan.........................................................................................................................................8
VI. Operational Plan....................................................................................................................................17
VII. Management and Organization...........................................................................................................19
VIII. Financial Plan.........................................................................................................................................21
IX. Breakeven Analysis.............................................................................................................................22
X. Personal Wealth.....................................................................................................................................22
XI. Balance Sheet & Cash Flow Statement..............................................................................................23
XII. References...............................................................................................................................................24

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II. Executive Summary
Sonny Sport Nutrition is the new face of sport nutrition. Sonny Sport Nutrition (SSN) is
individualized sport and performance nutrition offered first hand to the athletes of the University of
the Incarnate Word. The athletes will have the capability to learn about nutrition and how it
individually pertains to specific sports, easily accessible on their own campus. The University of the
Incarnate Word is the perfect candidate to begin sport nutrition services during their transition into
a NCAA Division I school. To compete at a Div I level, athletes and coaches must be performing
at an elite level. To recruit Div I prospects, UIW will have to offer the students something unique
that the individual finds important. That’s where Sonny Sport Nutrition comes into play. SSN offers
safe quality nutritional advice to athletes in order for those athletes to excel in their sport. There are
few universities in the nation that offer their own sport nutritionist; therefore, UIW can offer
student-athletes something that other schools cannot.
Nutrition plays an important role in sports that coaches and athletes need to understand in order
to perform to the best of their abilities. Menu selection, healthy weight gain while maintaining
performance, healthy weight loss while maintaining performance, relationship with disease and
sport, eating disorders, the use of supplements and much more, are all of nutritional concern when
competing at a colligate level. SSN will address those issues along with many more to ensure the
athlete is equipped with the information they need to perform at the height of their ability.
Athletes will be encouraged to talk individually in full confidentiality to the Registered Dietitian
(RD), Board Certified Specialist in Sports Dietitian (CSSD), License Dietitian (LD) to assess,
monitor, educate and follow up with any nutritional concerns. Administration, coaches, parents, and
athletes can be certain they are receiving credible, evidence-based nutrition education.

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Sonny Sport Nutrition will, but is not limited to, optimize in all of the following areas;
Athlete recruitment and retention
Enhance athletic performance of
athletes
Speed the recovery of athletes
following training, competition,
surgery, illness, or injury
Develop nutrition strategies to
complement annual preparation,
competition, and transition plans
Develop hydration schedules for
athletes
Assist in management of body weight
and body composition
Educate athletes about choosing
storing, and preparing food
Evaluate dietary supplements and
sport food for efficacy, safety, and
quality
Provide nutrition counseling to
athletes who have medical conditions
including;
 diabetes
 cardiovascular risk factors
 compromised bone health
 abnormal iron status
 food allergies
 gastrointestinal problems such
as gluten sensitivity
Develop sports nutrition policies and
procedures or nutrition programs
Provide a unique individual approach
to build relationships with the athletes

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III. General Company Description
Sonny Sports Nutrition is a diet service offered to University of the Incarnate Word athletes.
Mission Statement: To give university students-athletes the knowledge they need, utilizing
nutrition to perform to the best of their abilities.
Company Goals and Objectives: Sonny Sports Nutrition has a goal to have a healthy successful
company that is a leader in sports nutrition, customer service, and has a loyal custom following
within 5 years. Sonny Sports Nutrition will reach other universities in San Antonio and surrounding
areas as well as club athletics and school district University Interscholastic League (UIL) teams
within 10 years.
Objective: Customer satisfaction will be based on customer retention rate and amount of clientele
referrals.
Business Philosophy: It is important for young athletes to understand the importance nutrition
has on sports. Every athlete should be given equal opportunity to learn and benefit from the
understanding of food/fluid intake and how the body uses it during activity.
Clientele: Athletes, coaches, training staff, and parents
Sonny Sports Nutrition is the only company offering nutrition specialized to sports in the
San Antonio area to university, and eventually club and UIL athletes. Strengths will lie in the
individualization given to every athlete to succeed in the sport. As a former NCAA athlete in two
sports, and a former coach for the UIW swim team, insight from an athlete’s perspective will be
offered. Student-athletes face challenges that only other athletes understand and Sonny Sports
Nutrition will cater to athletes who come with individual challenges. With an undergraduate and

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graduate degree in dietetics and nutrition and with a completion of a dietetic internship with Baptist
Health System, here in San Antonio, Allison has a complete understanding of nutrition and the
norms of a south Texas diet. Allison has skills with working with athletes, coaches, training staff, and
administration as she has worked closely with them for years.
The nutrition industry overall has become one that has had large growth in recent years, due
to the increased focus on obesity in the United States. According to the U.S. Labor Statistics the
median annual wage of nutritionist and dietitians was $53,250, based off data taken from the year
2010. The data also includes forecasts, prospecting the growth of employment in the
nutrition/dietitian field to increase by as much as 20% in the next 10 years. These statistics have also
played a role in the development of Sonny Sports Nutrition Profit (Loss) Pro Forma Statement for
the first three years of operation. Growth in the realm of nutritional supplements has also become a
concern for many athletes in the current years. According to BCC Research Institute, supplement
consumer spending was predicted to grow to $2.5 billion in 2013 compared to the $1.5 spent in
2008. This is another issue Sonny Sports Nutrition is ready to address with the athletes who might
already take supplements, to understand their true effects, and if they are necessary for their specific
sports performance nutritional needs.
Sonny Sports Nutrition has chosen to operate as a Limited Liability Corporation (LLC) due
to the tax structure, so that profits will go directly to Allison Kliewer as an individual. LLC is a cost
effective startup compared to a partnership, and there is no liability at the individual level. LLC has
room for unlimited growth which is what is in line with expectations.

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IV. Products and Services
Services will be provided to athletes, coaches, training staff and administration. Services will be
sport specific dietary instructions as well as individual instruction if desired. Menu planning, diet
analysis, diet education, carbohydrate loading, hydration, supplementation, disordered eating, healthy
weight gain, healthy weight loss, cafeteria food selection, eating out food selection, alcohol
consumption, timing, diet and disease, and overall healthy dieting in regards to sports will be
offered.
Advantage will be the strong relationship developed with the client: athletes are eligible four years by
NCAA creating enough time to develop true relationships with athletes and understand their true
needs which may or may not happen on an individual clientele basis.
Disadvantage will be the initial risk involved in having only one client, while SSN will be limited to
the University of the Incarnate Word until future growth occurs.
Revenue will be in part a fixed cost through an agreement with UIW. Service profits will be based
on $75 per hour for 42 weeks at 20 chargeable hours per week (based on weeks athletes are at
school including preseason and camps). Chargeable hours will be based on those hours spent with
athletes, either in individual (one on one) terms, or time spent lecturing
teams/coaches/teachers/faculty about nutrition.

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V. Marketing Plan
There are no other sport specific nutrition companies in San Antonio that offer similar services.
This indicates marketing must be planned and processed as an opportunity to develop a strong
clientele base. UIW student-athletes will receive services through the university, but to expand
Sonny Sports Nutrition as a company, other markets will need to be reached.
Facebook, Twitter, and YouTube will be utilized as means for marketing, as well as relying on word
of mouth between current athletes/clients and future prospective clients. Previous relationships built
with coaches, school districts, and athletes will be used to grow Sonny Sport Nutrition. Alamo Area
Aquatics Association will be the first club recruited to offer services, as Allison is a former member
and has good relationship with the Board of Directors and Many of the coaches.
Facebook: Clients will be encouraged to “friend” Sonny Sport Nutrition on Facebook to expand
general public knowledge of services being offered while being encouraged to “like” the SSN
Facebook homepage. Weekly diet tips will be offered for those who become “friends”.
Twitter: Clients will be encouraged to follow Sonny Sports Nutrition to increase general public
awareness. Weekly diet tips will be offered for those followers as well.
YouTube: Videos of services will be available online through Facebook so that a greater
understanding of the services can be viewed.
Product
Customers/athletes will be offered diet education and how it pertains to their specific sport,
menu plans for when athlete is home or traveling, diet analysis, healthy ways to gain weight while
not altering performance, healthy ways to lose weight while not altering performance, menu for

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game day, menu for two-a-days, menu for off season, preseason, and in season, facts about
hydration, facts about supplements, facts on carbohydrate lading, facts about alcohol and how it
effects performance, diet for speedy recovery regarding illness, surgery, competition, training, or
injury, disordered eating, guidelines for managing disease and sport, and individual attention will be
available.
Features and Benefits
Diet Education in regard to specific sport:
It is important for athletes to understand the importance of nutrition and how it can positively
or negatively affect their performance in sports. Many athletes do not receive proper education
or diet primarily off of what their coaches tell them which can be misleading information. That
is why proper education is necessary in this population.
Menu plans:
Athletes benefit from menu plans because they often have to eat over the caloric range of most
individuals and caloric needs can be difficult to meet when choosing healthy foods. Therefore, a
menu can aid an athlete when choosing what foods to eat.
Menu during travel:
Many teams are on strict limited budgets which do not allow the athletes to eat the most
nutrient dense meals. Many teams only have enough money to stop at fast food restaurants
during travel. It is important for the athletes to know what menu items are the best in terms of
nutrition.
Diet Analysis:

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Athletes will benefit from knowing the nutrient profiles of their intake, and allow a better
understanding of any dietary changes that are recommended.
Gaining Weight:
Some athletic populations benefit from weight gain, and a healthy plan to gain weight while not
altering performance in sport is of much benefit.
Losing Weight:
Some athletic populations benefit from losing weight and a healthy plan to lose weight while
not altering performance in sport is of much benefit.
Game Day Menu:
Game day meals differ from normal training meals and athletes will benefit from knowing what
to eat and what not to eat on game day in order to maximize nutrition and performance.
Two-Day-Menu:
Athletes who participate in two-a-days will most likely have increased nutrient needs and an
understanding of what foods to choose for fast recovery and what foods to avoid are useful for
the athletes.
Off Season Menu:
A sport specific menu altered to an individual to meet their off season goals whether it be
weight maintenance, weight loss, to build lean muscle mass or any other nutritionally applicable
goal.
Preseason Menu:

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A sport specific menu altered to an individual to meet preseason goals regarding weight, muscle
mass or any other nutritionally applicable goals.
In-Season Menu:
In season menus to insure and individual is meeting their estimated needs as an athlete and that
their performance is not altered by any nutritional deficiency.
Hydration:
Hydration will be emphasized with every athlete as it is important for the athlete to regulate
fluid intake in order to avoid over and under-hydration in order to perform at the best of their
abilities.
Supplementation:
The truth about supplements will be an educational topic to discuss with those individual to
whom it applies.
Carbohydrate Loading:
Proper carbohydrate loading will be given for those individuals and teams participating in an
endurance event: a list of foods to consume while loading and foods to avoid, as well as proper
timing of the load will be offered.
Alcohol:
The use of alcohol and how it affects performance will be discussed with every athlete and
individual attention will be given when appropriate.
Diet with Illness, Surgery, and Disease:

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An athlete whose need fall under illness, recovering from surgery, or disease will be addressed
as the problems may come apparent. Nutrition will be focused on a speedy recovery time.
Competition Day Nutrition:
Nutrition for competition day will be provided with guidelines for what each athlete should be
consuming. When teams are traveling, restaurants within budget will be suggested along with
the best menu items for competition. RD will work closely with coaches on this to plan out
when and where to stop along their travel.
Training Nutrition:
Nutrition during training will be the primary focus with most athletes and any specific concern
an athlete might have related to nutrition will be addressed personally.
Disordered Eating:
Disordered eating will be addressed with those athletes who chose to communicate the problem
with the RD. Confidentiality will be kept between the athlete and the RD. Coaches will not be
reported to.
Follow Up:
Athletes with need of special attention will be followed throughout the year to assess and
provide additional education or monitoring when necessary.
Timing of Meals:
Timing of meals is important for athletes so that they can get the most energy from their meals
at the proper time in regards to competition, training, and recovery.

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Customers
Age: >18 years
Gender: Male and Female
Location: University of the Incarnate Word
Income level: < $6,000
Social class and occupation: Student-athletes currently participating in a sport team at UIW
Education: High school diploma at minimum, currently taking undergraduate courses
For business customers/athletes, SSN demographics:
Industry: Healthcare in Nutrition services
Location: University of the Incarnate Word Campus
Size of firm: One Employee

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Competition
Karrie Itz-Thopson
Nutrition/Dietitian, RD, CSSD, LD
Office:
Nutrition for Life
105 Willim
San Antonio, Texas 78209
Style/Type: Consultant Dietitian
Treatment Techniques:
Counseling
Menu Planning
Nutrition Education
Sports Performance Nutrition
Finances: Unknown
Average Cost (per session): $80-$100
Sliding Scale: No
Qualifications:
Years in Practice: 5 years
License in Texas
Specialties:
Eating Disorders
Sports Medicine
General:
Diet and Nutrition
Pediatric/ Healthy Kids
Weight Management
Wellness/Healing/ Prevention
Client Focus:
Gender: All
Sonny Sports Nutrition will offer services for $75 per session which is well under the
competitions rate. A wide variety and of services will be offered that exceed the competitions
services offered. Other consulting dietitians will be competing for the general public, but they do not
offer specialties in sports nutrition.
Indirect competitors will be online sites including any information on nutrition or sport
nutrition/supplements, nutrition or supplement shops, sport magazines, and any misinformation
given by coaches, parents, fellow athletes, or other verbal means.
Refer to Table 1 for competitive analysis.

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Table 1: Competitive Analysis
Sonny Sport Nutrition Strength Weakness
Consultant Dietitian
Karrie Itz-Thopson
Nutrition/Dietitian, RD,
CSSD, LD
Perceived
importance to
customer
(1=critical, 5=not
very important0
Services
Nutrition education,
assessment, monitoring
X Diet and Nutrition
Pediatric/ Healthy Kids
Weight Management
Wellness/Healing/
Prevention
1
Price
Fixed cost +
$75/session
X
(could draw in customers and
increase sales)
X
(will not make as big a
profit and market
value might be lower
than competitors)
$80-$100
Per session
1
Expertise
General Sports Nutrition X
(Specialized market
and increases
reputation)
Eating Disorders
Sports Medicine
Sports Nutrition
1
Location
University of the
Incarnate Word campus
4301 Broadway
San Antonio TX 78209
X
Easy access for athletes and
coaches on campus and
centralized in San Antonio
for easy commute
105 Willim
San Antonio, Texas 78209
2
Clientele
UIW Athletes
Other athletes in the
community seeking
nutritional support
Male and Female
X
Provides individualization to
the NCAA and club athlete
X
Limits clientele and
future potential sales
growth
All 4
Company
or
Affiliation
University of the
Incarnate Word
X
As UIW is transitioning into
DIV I school, it is well
known in San Antonio and is
growing in population
Health for Life 3

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Competitive advantages include services individualized to a student-athlete population.
Menu plans when athlete is home or traveling, diet analysis, healthy ways to gain weight while not
altering performance, healthy ways to lose weight while not altering performance, menu for game
day, menu for two-a-days, menu for off season, preseason, and in season, facts about hydration,
facts about supplements, facts on carbohydrate loading, facts about alcohol and how it effects
performance, diet for speedy recovery regarding illness, surgery, competition, training, or injury,
guidelines for managing disease and sport are services that give SSN an advantage over the
competitor that only offers limited services. A background as an NCAA duel athlete and a former
UIW coach provides insight and understanding to an athlete’s life concerning eating patterns, social
norms, and the demand of sport.
Niche
Sonny Sport Nutrition is a unique company that offers services for athletes and individuals
wanting to excel in their sport. Athletes are subject to many industries and services that offer ways to
advance physically in order to succeed in sports. Therefore, athletes need to be informed about
proper nutrition from an RD and CSSD who specialize and provide safe, effective, evidence-based
nutrition services for health fitness, and athletic performance.
Strategy
Sonny Sport Nutrition will gather public interest through the use of Facebook, YouTube, and
Twitter. Accounts will be set up to inform potential clients about the services offered through Sonny
Sport Nutrition

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VI. Operational Plan
Production
Production techniques: Sonny Sport Nutrition will work closely with coaching staff and
school administration to set up nutrition education presentations. Coaches can contact SSN
to set up individual meetings for additional support such as travel menus. Athletes will be
able to contact SSN on an individual basis whenever they feel the need. Other administration
and parents will be encouraged to become involved if they would like nutritional education
as well. Monthly meetings with all student athletes will be voluntary and focus on different
nutritional topics.
Quality control: All personal information discussed with any client will be kept confidential
in alignment with HIPPA guidelines. All personal information will be kept on a password
locked computer that will remain on UIW campus in a locked office or in a locked file
cabinet located on the UIW campus that only the Allison will have access to.
Customer service: Service will be offered to all teams. Coaches must set up a time to meet
for nutrition education. Any other service offered will be worked out between SSN, coaches,
and the athlete’s schedule. Each client will be treated with respect and individualized
treatment/education will be the primary focus.
Location
Access: SSN office will be located on the UIW campus easily accessible to all student-athletes,
coaches, and administration.

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Business Hours: 9am-12pm Monday- Friday and SSN will be on campus for scheduled meetings.
(Individual meetings must be scheduled in advance via email or telephone).

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VII. Management and Organization
Allison Kliewer will manage business on a day-to-day basis. As a former NCAA dual athlete and
UIW coach, Allison will bring experience to Sonny Sport Nutrition and with her competitive edge,
will drive the business forward. Allison will plan to run the business by herself for the first five years.
If the business grows as anticipated, more RDs and CSSDs will be employed so that the number of
clientele will continue to grow with the same amount of individualization given.
Allison will be the only employee so no organizational chart is needed for the first five years.
Figure 1 shows the hierarchy after the fifth year. As Allison is the owner of the company, there is no
plan to continue the business if something happens so that Allison must resign.
Figure 1: Organizational Chart after the fifth year.
Allison Kliewer
Owner and head of all buisness transactions.
Will be permanent RD, CSSD, LD, of University of
the Incarnate Word
RD, CSSD, LD
Will be added after the fifth year if
needed to aid with club level atheltes
only. Will begin with part-time
posistion.
RD, CSSD, LD
Will be added after fifth year if
indicated by the number of
clientele and will fill in
whereever neccessary with club
level athletes. Will begin as pool
posistion.

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Contingency Plan:
There is $2500 per year for any unexpected expenses that might occur. The money is set aside for
the possibility of economic effects on the industry and the likelihood that work demand could be
low, or that nutrition would not be an important enough role in UIW athletic department to meet
original revenue targets.
Professional and Advisory Support
Accountant: Sean Reeves, CPA
Attorney: Zack Hoffman, J.D.

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VIII. Financial Plan
Year 1 Year 2 Year 3
Revenue
Fixed 20,000 20,000 20,000
Price ($75 per hour x 20hrs x 42 weeks) 63,000 63,000 63,000
Total Revenue 83,000 83,000 83,000
Expenses
Start Up Costs 565
Registered Dietitian 108 90
Licensed Dietitian 119 48 48
Certified Specialist Sports Dietitian 300
License (Based off app fee and annual fee 527 48 138
Office Rent 10,000 10,000 10,000
Insurance 3,000 3,000 3,000
Overhead 5,000 5,000 5,000
Interest Expense 257 170 49
Supplies 4,000 4,000 4,000
Continuing Education (CPE Costs, includes travel) 1,000 1,000 1,000
Marketing 5,000 5,000 5,000
Contingencies 2,500 2,500 2,500
Total Expenses 31,849 30,718 30,687
Profit (Loss) 51,151 52,283 52,313
Budget
Sonny Sports Nutrition
Pro Forma

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IX. Breakeven Analysis & Personal Net Worth
Fixed Income 20,000
Fixed Costs 31,849
Breakeven Analysis ($) 11,849
Revenue Per Hour 75
Breakeven Analysis (Hours) 157.99067
Sonny Sports Nutrition
Breakeven Analysis
Note:No variable costs were identified in
estimation of P&L, therefore, Breakeven Analysis
will only include fixed costs.
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
0 50 100 150 200 250 300 350 400 450 500 550 600 650 700
Breakeven Analysis
Assets Liabilities Total
Cash (in bank) 3,000 Accounts Payable 1,000
Savings 3,082 Notes Payable 2,581
Other 1,700
Total Assets 7,782 Total Liabilities 3,581 Net Worth 4,201
Sonny Sports Nutrition
Personal Net Worth

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X. Balance Sheet & Cash Flow Statement
Assets Liabilities
Cash 5,000 Notes Payables 5,000
Accounts Receivable 4,150 Interest Payable 476
Prepaid Items 527
Total Liabilities 5,476
Equity (Net Worth) 4,201
Total Assets 9,677 Total 9,677
Year 1 Beginning Balance Sheet
Sonny Sports Nutrition
Balance Sheet
Cash Flow from Operating Activities
Cash Receipts 78,850
Expenses (31,849)
Increase in Accounts Payable (4,150)
Net Cash Flow from Operating Activities 42,851
Cash Flow from Financing Activities
Interest expense (257)
Net Cash Flow from Financing Activities (257)
End Cash 42,593
Beginning Cash -
Difference 42,593
Cash Flow Statement (Year 1)
Sonny Sports Nutrition

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XI. References
Dietitians and Nutritionists : Occupational Outlook Handbook : U.S. Bureau of Labor Statistics.
(n.d.). U.S. Bureau of Labor Statistics. Retrieved from
http://www.bls.gov/ooh/Healthcare/Dietitians-and-nutritionists.htm
FOD043A - Sports Nutrition and High Energy Supplements: The Global Market. (n.d.).Market
Research Reports, Industry Analysis, Custom Research, Drug Development Information, Newsletters and
Conferences. Retrieved from http://www.bccresearch.com/report/sports-nutrition-energy-
supplements-fod043a.html