Executive Summary

Business Description

Brian's Book Barn is a new retail business venture due to begin operations on June 1, 1997. The business is a book and magazine store intended to serve the community of Ladbrokes and the surrounding area. Our goal is to provide customers with a wide variety of choices and to promote reading in the community. Brian's Book Barn will offer a variety of books and magazines that appeal to residents of Northwestern B.C.; Ladbrokes currently does not have a retail outlet dedicated to books and magazines. Brian's Book Barn aims to fill this void.

Ownership and Management

Brian's Book Barn is a partnership that will soon become incorporated under the laws of British Columbia. The business is owned by Brian Paige and his wife of 32 years, Novella Reid.

Brian Paige has had extensive experience in the bookselling industry in rural B.C. and Alberta, having served in management positions with Coles Bookstores in B.C. and Alberta and with Ed's Bookstore in Prince George.

Novella Reid has worked in the retail trade in rural B.C. and Alberta for over 30 years, most recently as Price George area supervisor for the Mick's Quickstop convenience store chain. Ms. Reid has also held management positions with Sally's Clothing Company in Alberta and with Canadian Hardware in Kamloops. Ms. Reid holds a Certificate in Retail Management from Prairie Heights Vocational Institute.

Key Initiatives and Objectives

Brian's Book Barn is a partnership that will soon become incorporated under the laws of British Columbia. The business is owned by Brian Paige and his wife of 32 years, Novella Reid.

Brian Paige has had extensive experience in the bookselling industry in rural B.C. and Alberta, having served in management positions with Coles Bookstores in B.C. and Alberta and with Ed's Bookstore in Prince George.

Novella Reid has worked in the retail trade in rural B.C. and Alberta for over 30 years, most recently as Price George area supervisor for the Mick's Quickstop convenience store chain. Ms. Reid has also held management positions with Sally's Clothing Company in Alberta and with Canadian Hardware in Kamloops. Ms. Reid holds a Certificate in Retail Management from Prairie Heights Vocational Institute.

Marketing Opportunities

Industry studies and analyst projections indicate that the market for books has been growing for the past 10 years and will continue to grow is the next three years. Growth estimates for the next three years range from 20% to 30%. For magazines, growth is projected at 1% to 2% per year for the next three years. The magazine market is widely regarded as mature and stable.

With Statistics Canada and other data sources indicating that the Ladbrokes area market for books and magazines is approximately $800,000, the total size of the market will likely reach $1,000,000 by 1999. The key market segments for books in the greater Ladbrokes area are residents with a high school education or more and children who are currently in the school system. A 1994 study commissioned by the Magazine and Bookseller Journal indicate that over 80% of all magazine buyers are between the ages of 18 to 54 and make over $24,000 per year. Overall, 56% of retail magazine buyers aree female and 44% are male. In the greater Ladbrokes area, the largest market segment is the farming and ranching community. Another large market segment in the area are hunters, outdoorspeople and fishers

Competitive Advantages

With no other retail outlet dedicated primarily to books and magazines for 100 kilometres in any direction, Brian's Book Barn in an excellent position to capture the majority of book and magazine sales in the greater Ladbrokes area. We believe that there is a need for a bookstore in Ladbrokes and Brian's Book Barn is poised to fill that need. Books and magazines are not an integral component of any local competitor's product mix; by focussing on this market, Brian's Book Barn can attain and then maintain a competitive position as the leading seller of books and magazines in the greater Ladbrokes area.

Marketing Strategy

Our major target market is the greater Ladbrokes area and by extension, the Grand Harrah Regional District. Since the major industries in the area are farming, ranching, fishing and outdoor expeditions, we will also target people involved in those industries. Children and their parents are also a major target market as are retirees.

Book and magazine titles will reflect the make up of the community and their interests. In addition to popular fashion, sports, news and celebrity oriented magazines, we will also stock titles focussing on outdoor activities, fishing, hunting, farming and ranching, forestry and regional activities.

Summary of Financial Projections

Our revenue projections increase from $169,300 in 1997 to $297,000 in 1999. We project strong growth in revenues of 34% in 1998 and 31% in 1999 due to an expected increase in the number of people buying books and magazines as well as a larger share of the greater Ladbrokes book and magazine market. Direct cost of sales average 60% of gross sales; this includes 49% for purchase of books and 11% for purchase of magazine inventory. Net income is projected to increase from $2,700 in 1997 to $28,900 in 1999 as both unit and dollar sales increase substantially.

Confidentiality Clause

The information included in this business plan is strictly confidential and is provided on the understanding that it will not be disclosed to third parties without the expressed written consent of Brian Paige or Novella Reid.

Recognition of Risk

This business plan represents management's best estimate of the future potential of our business venture. It should be recognized that not all major risks can be accurately predicted or otherwise avoided and that few business plans are free of errors of omission or commission. Therefore investors should be aware that this business has inherent risks that should be evaluated prior to any investment.

Business History

Brian's Book Barn is a new retail business venture due to begin operations on June 1, 1997. The business is a book and magazine store intended to serve the community of Ladbrokes and the surrounding area. A community of 5,000 residents in Northwestern B.C., Ladbrokes currently does not have a retail outlet dedicated to books and magazines. Brian's Book Barn aims to fill this void.

Vision and Mission Statement

Brian's Book Barn will become the premier source of books and magazines for the District Municipality of Ladbrokes and communities in the surrounding area. Our goal is to provide customers with a wide variety of choices and to promote reading in the community.

Objectives

Our primary objectives over the next year are:

1. Complete start up activities, acquire inventory and open the business to our customers.
2. Secure agreements with major magazine and book distributors in Northwestern B.C. and Alaska.
3. Obtain a term loan of $20,000 in order to acquire inventory for the store. An operating loan of $1,000 will ensure a positive monthly cash balance.
4. Gain a market share of 20% of all books and magazines sold in the greater Ladbrokes area by the end of the first year of operations.
5. Attain and maintain a position as the leading retailer of books and magazines in the greater Ladbrokes area.

Ownership

Brian's Book Barn is owned by Brian Paige and his wife, Novella Reid. Both partners are equally involved in operation and management of the company. At present the business is structured as a partnership; should bank financing be obtained, the company will register itself as a corporation under the laws of British Columbia.

Location and Facilities

Brian's Book Barn is located at 1234 Jernal Way in the District Municipality of Ladbrokes, B.C. The store occupies 2,500 square feet, which is leased for $1,800 per month, triple net. The property is currently leased by a sporting goods and fishing store that is relocating. The partners will take possession of the property on May 1, 1997.

Office equipment includes a computer with the Corel WordPerfect suite and a specialized inventory tracking program developed for small scale retail operations such as Brian's Book Barn. The building also includes 200 square feet of office space and 500 square feet of storage space. Approximately 100 square feet of space will be dedicated to magazines, 50 square feet to books on CD-ROM and audiotape and the remainder to hardback and paperback books. Shelves, magazine racks and display units for the store have been ordered and are expected to arrive in Ladbrokes by May 1, 1997.

As Ladbrokes is not a high trraffic area, lease rates and overheads are generally lower than in other northern B.C. cities such as Prince George or Fort St. John.

Description of Products and Services

Brian's Book Barn will offer a variety of books and magazines that appeal to residents of Northwestern B.C. In addition to national bestsellers in both fiction and nonfiction, the company will also offer a selection of books pertaining to sportfishing, hunting, farming, outdoor activities and winter activities. A selection of books written by nationally and internationally renowned authors will also be made available. Part of the shelf space will be allocated to children's books and related publications. Wherever possible, the company will also feature books written by Northern Canadian, British Columbian and Alaskan authors. Other types of books will be added depending on customer demand.

The magazine selection will also reflect the preferences of the Ladbrokes community. In addition to magazines related to the above subjects, popular magazine titles such as Sports Illustrated, Time, MacLeans and Cosmopolitan will be made available.

Key Features of the Products and Services

While the books and magazines offered for sale by Brian's Book Barn can be found in other stores in Northwestern B.C., it is the product mix that will make Brian's Book Barn unique. Essentially, Brian's Book Barn will be the "one-stop shop" for the book and magazine needs of the Ladbrokes community. The products that are available for sale will reflect the reading preferences of the community.

Production of Products and Services

All book and magazine titles stocked in our store will be ordered directly from the publisher or an approved representative. No production will take place on site.

Future Products and Services

We will continue to expand and diversify our book and magazine content according to the wishes of our customers. We will also expand our inventory of books on audiotape and CD-ROM if demand for these products is high enough. Once we have established a rapport with distributors and publishers, we will also introduce a special order service for any books or magazines that we do not have in stock.

Comparative Advantages in Production

With Mr. Paige's contacts in the North American book publishing industry, Brian's Book Barn can order special or limited edition books direct from the publisher. Based on Mr. Paige's previous experience, no other book and magazine sellers in the region have the same level of contacts.

Market Research

To analyze the market potential of a book and magazine store in the greater Ladbrokes area, we collected information from a number of sources. We gained information with respect to the market for books and magazines for each Regional District in northwest B.C. from the 1996 Statistics Canada Survey of Book Publishers and Exclusive Agents. We also obtained sales data for Northwestern B.C. and southern Alaska from the Publisher's Clearing House, U.S. Bureau of the Census Retail Trade Statistics, the 1995 Retail Council of Canada Operating Survey of Canadian Retailing, BC Stats and the 1997 Conference Board of Canada Handbook of Canadian Consumer Markets. We also contacted the Book Industry Study Group in Washington D.C. and the Canadian Library Council in order to obtain information on future trends in the book and magazine industry.

In addition, we conducted a survey of residents in the greater Ladbrokes area, typically by stopping passers by on the sttreet and asking them a few questions. The survey results were used to prepare customer profiles and gauge what type of books and magazines were in demand.

Size of the Industry

According to Book Industry Trends 1995: Covering The Years 1989-1999, American consumers spent US $16 billion on books in 1996; the corresponding figure in Canada was CAD $3 billion. Note that these figures do not include school or college textbooks. Information obtained from B.C. Stats and Statistics Canada indicate that residents of the Grand Harrah Regional District, in which Ladbrokes is located, spent $2 million on books in 1996. With greater Ladbrokes comprising 30% of the Regional District's population, it is estimated that the market for books in the area is $600,000 annually.

In terms of magazines, the 1995 Operating Survey of Canadian Retailing indicates that residents of B.C., excluding Greater Vancouver, Greater Victoria and Kelowna spent $20 per capita on retail magazines. This does not include magazine sales resulting from monthly or annual subscriptions. Extrapolating this figure to greater Ladbrokes' 10,000 residents, the annual market for magazines in the area is $200,000.

Key Product Segments

Book sales can be segmented into three major segments: Pleasure (mass market, mystery, romance, humour, action, general non fiction), Educational (textbooks and related material for elementary, secondary and post secondary schools) and Professional and Reference (University Press, subject specific, subscription reference). The pleasure category can be broken down further into hard cover and paperback sales.

While there are over 30,000 separate magazine or periodical titles currently in print in North America, the vast majority of these publications are industry or topic specific trade journals that cater to a very specific audience and are only available in major libraries or by subscription. The Publishers Clearing house estimates that there are 250 to 400 titles that are distributed nationally and account for 80% of all retail magazine sales. Retail magazine sales can be broadly segmented into the following categories: Sports/leisure, fashion, computter and electronics, business/financial, children and teen, men's adult, and automobile magazines

Key Market Segments

The key market segments for books in the greater Ladbrokes area are residents with an affinity for reading and children who are currently in the school system. In particular, women between the ages of 18 and 54 are the most pivotal market segment. Demographic profiles conducted by the Publishers Clearing Hose Audits and Surveys division indicate that while men comprise almost half the market of book readers, 75% of all retail books purchases are made by women.

A 1994 study commissioned by the Magazine and Bookseller Journal indicate that over 80% of all magazine buyers are between the ages of 18 to 54 and make over $24,000 per year. Overall, 56% of retail magazine buyers are female and 44% are male. In the greater Ladbrokes area, the largest market segment is the farming and ranching community. Another large market segment in the area are hunters, outdoorspeople and fishers.

Purchase Process and Buying Criteria

The Handbook of Canadian Consumer markets indicate that 40% of retail book purchases and 70% of retail magazine purchases are "impulse buys". This means that the purchaser did not specifically intend to buy a specific book or magazine when they entered the store. The purchase process is straightforward in that a customer buys the book or magazine off the shelves and takes it away. Customer buying criteria for books and magazines depends on a number of standard variables including price, visual appeal, relevance of subject matter and the customer's reading ability.

From the store's perspective, those books and magazines in demand by our customers will be ordered for the store. In a rural community, the distribution of books and magazines is usually handled by one or two major distributors; Ladbrokes is no exception. Ladbrokes has entered into a distribution agreement with MacMillan Booksellers, a national book and magazine distributor with regional offiices in Prince George. Speciality or regional publications not handled by MacMillan will be ordered directly from the publisher. If a magazine or type of book is not selling adequately enough, we will not continue to stock it.

Description of Industry Participants

In Canada, the sale of books is dominated by large national chain bookstores such as Chapters, Coles, Smithbooks and Book Warehouse. Other major booksellers are supermarkets, department stores, convenience stores, universities and colleges and specialty bookstores. In Ladbrokes, the only stores that sell books are the Esso, Shell and Chevron gas stations, Jack and Jill's Grocery and the Lucky Dollar store.

Magazines are sold in many types of retail outlets, including corner stores, convenience stores, department stores, gas stations, supermarket and grocery stores, newsstands and some video stores. According to a 1996 Periodicals Institute study, 55% of all retail magazines sold in North America were purchased in supermarkets and 20% in convenience stores or drug stores. Approximately 9% of all retail magazines sold were purchased in bookstores. In the greater Ladbrokes area, there are five gas stations, two grocery stores, three convenience and cornerr stores and one video store that sells magazines.

Key Industry Trends

With the onset of technology and the demand for an educated workforce, more Canadians than ever before are taking up reading. Sales of books in Canada increased by 28% from 1989 to 1995, including an increase of 7% from 1994 to 1995. Mass market paperbacks are the primary driver of the increase with a 40% increase in sales from 1989 to 1995.

Retail magazine sales have not increased at the same rate as book sales. Magazine sales actually dropped by 4% between 1991 and 1993 with a 4% increase between 1995 and 1996. This increase has been attributed to an increase in speciality and regional publications available for retail sale. With an increase in the number of book and magazine stores in Canada, it is estimated that 12% of all retail magazines sold will be purchased in a bookstore. On a market segment basis, men's magazines have shown the largest increase with 1996 Canadian retail sales 12% higher than in 1994.

Industry Outlook

The industry outlook for retail sales of books and magazines in British Columbia is quite positive. Projections made by the Retail Council of Canada, the Book Industry Study Group and the Magazine and Bookseller Journal indicate that book sales will increase by 20% to 30% over the next three years. As in the past, mass market paperbacks written by well known authors will continue to provide the major impetus for growth. While it does not significantly affect Brian's Book Barn, major bookstore chains are expanding their operations and moving into new markets. U.S. based bookstore chains are also making plans to aggressively enter the Canadian market.

The same industry sources project that retail magazine sales in Canada in will increase by 1% to 2% per year for the next two years as more magazine titles come onto the market. Magazine retail sales have not increased significantly since the late 1980's and are widely perceived to be a stable, mature marrket.

Target Markets

Our major target market is the greater Ladbrokes area and by extension, the Grand Harrah Regional District. Since the major industries in the area are farming, ranching, fishing and outdoor expeditions, we will also target people involved in those industries. Children and their parents are also a major target market as are retirees.

Brian's Book Barn will concentrate its efforts on the buyers of "Pleasure" category books as discussed earlier. The educational category is not a target market as area schools order their textbooks and reading material through the Ministry of Education in Victoria. Other educational books are also available through satellite campuses of Northern Lights College and the University of Northern British Columbia. In the professional category, there is simply not enough demand in the area to stock these kinds of titles.

Magazine titles will reflect the make up of the community and their interests. In addition to popuular fashion, sports, news and celebrity oriented magazines, we will also stock titles focussing on outdoor activities, fishing, hunting, farming and ranching, forestry and regional activities. Although a lucrative market, Brian's Book Barn will not stock any pornographic magazines or other publications deemed as degrading toward an identifiable group.

Description of Key Competitors

There are currently no other bookstores in the greater Ladbrokes area. The closest major bookstore is in Prince George, a five hour drive away. The main competition for book and magazine sales would be Jack and Jill's Grocery, the local 7-11 store and, to a limited extent, gas station convenience stores in the greater Ladbrokes area. None of these competitors devote more than 100 square feet of space to book and magazine sales or carry more than 70 different magazine titles. While the Ladbrokes satellite campuses of area colleges and the University of Northern British Columbia also carry books, these titles are restricted to the educational category.

Analysis of Competitive Position

With no other retail outlet dedicated primarily to books and magazines for 200 kilometres in any direction, Brian's Book Barn in an excellent position to capture the majority of book and magazine sales in the greater Ladbrokes area. We believe that there is a need for a bookstore in Ladbrokes and Brian's Book Barn is poised to fill that need. Books and magazines are not an integral component of any local competitor's product mix; by focussing on this market, Brian's Book Barn can attain and then maintain a competitive position as the leading seller of books and magazines in the greater Ladbrokes area.

Pricing Strategy

With the exception of sales events and clearances of stock that is not moving of the shelves, books and magazines will be sold for the amount listed on the cover. Depending on the distributor, the store will receive a 25% to 35% discount off of the cover prices. For specialty orders, a fee to cover postage and handling costs will be added to the cover price.

Promotion Strategy

Brian's Book Barn plans to hold a grand opening that will be publicized with spots on the local radio station as well as advertisements in the local paper. Posters announcing the opening of the store will be placed in high traffic areas such as Regional District offices, community centres, local pubs and the Ladbrokes mini- mall. Periodic advertising will be placed in local papers once the store is operational.

Distribution Strategy

All major books and magazines will be distributed to the store by MacMillan Distributors. MacMillan is currently the only book and magazine distributor that makes regular stops in the greater Ladbrokes area. Specialty and regional titles not carried by MacMillan will be ordered direct from the publisher.

Organizational Structure

All operations and management activities will be carried out by the two partners, Brian Paige and Novella Reid. A part time employee will also be hired.

Management Team

Brian Paige and Novella Reid have been married for 32 years. Mr. Paige worked as a library clerk for 10 years in Peace River, B.C. before taking an assistant position with Coles Bookstores. Mr. Paige worked his way up to sales manager for the Northwestern Alberta region and was eventually transferred to Kamloops, B.C. Mr. Paige left Coles in 1990 to become the manager of Ed's Bookstore in Prince George, where he served until his retirement two years ago.

A native of Ladbrokes, Novella Reid has a Certificate in Retail Management from the Prairie Heights Vocational Institute. Ms. Reid worked as a purchasing manager for Sally's Clothing Co. in Grande Prairie, Alberta for 12 years before taking on a similar position with Canadian Hardware in Kamloops. Ms. Reid continued her retail management career as Prince George area supervisor for Mick's Quickstop stores until her retirement two years ago.

With their years of experience in the bookselling and retail trades in Northern B.C., Mr. Paige and Ms. Reid have an excellent understanding of what it will take to succeed in the Ladbrokes area.

The complete resumes of both individuals can be found in the appendices.

Staffing

On weekdays, the store will be open from 9 A.M. to 6 P.M. and be staffed by Brian Paige and/or Novella Reid. On weekends, a part-time worker will be hired to work in the store from 10 A.M. to 5 P.M. An additional part time worker will be hired during the summer months so that the two owners can reduce the amount of time they spend in the business during these months.

Labour Market Issues

With unemployment in the region at 12%, there is no shortage of qualified workers available to staff the store. Employee benefits, including medical plan, will be granted in accordance with B.C. Ministry of Labour guidelines for part time employees.

Intellectual Property Protection

A trademark for the name of the store, Brian's Book Barn, has been granted in the province of B.C.

Regulatory Issues

GST from sales will be remitted to Revenue Canada on a quarterly basis. There is no PST on book and magazine products. The store currently complies with all local by-laws and zoning regulations. Any safety issues or building infractions discovered by Regional District inspectors will be dealt with as they arise. The store has applied for and been approved for a business license and GST registration number by the relevant authorities.

Market Risks

With MacMillan Distributors being the only major book and magazine distributor in the area, there is a risk that the store's product costs could rise should MacMillan increase their prices. Brian's Book Barn has alleviated this risk somewhat by including a two year fixed price clause in the distribution agreement. In other words, MacMillan cannot charge more than the rates they charge to rural customers in other parts of Western Canada.

Another market risk is that people will become less interested in reading. However, by catering to local interests and stocking those titles that are in demand, we believe that this risk is minimal.

Other Risks

Provincial government cutbacks and a general decline in the primary industries on which the area is dependent, e.g. fishing, forestry, agriculture, may pose a risk in that there may be more unemployment and less disposable income to spend on items such as books and magazines.

Implementation Activities and Dates

Within the next several months the magazine will undertake the following activities:

1. Finalize agreements with MacMillan Distributors and obtain inventory once financing is secured.
2. Begin marketing efforts and open the store for business.
3. Secure operating loans of $1,000 to maintain positive monthly cash balances in the first three years of operation.
4. Adjust the product mix and variety in response to customer feedback.

Discussion of Projected Net Income

Our revenue projections for 1997 are $169,300 and increase to $297,000 in 1999. We project strong growth in revenues of 34% in 1998 and 31% in 1999 due to an expected increase in the number of people buying books and magazines as well as a larger share of the greater Ladbrokes book and magazine market. The majority of revenues will be generated by book sales; the majority of this in turn will be mass market paperbacks. Bad debts are estimated to be 1% of sales.

The direct cost of sales averages approximately 60% of sales, leaving a gross margin of 40%. The largest direct sales cost is the purchase cost of the books at 49% of gross sales and magazines at 11% of gross sales. In order to take advantage of lower taxes and maintain positive cash flows, the owners will draw a minimal salary in Year 1. Wages will increase slightly in Years 2 and 3 and average 16% of gross sales. Sales and marketing costs will comprise an average of 1% of gross sales. Plant llease rates will increase by $1200 in Year 3; property and utilities expenses account for an average of 10% of gross sales.

Operating expenses, the majority of which are for incorporation fees in the first year, average 1% of gross sales. Banking and related expenses also account for 1% of gross sales.

Net income is projected to increase from $2,670 in 1997 to $28,881 in 1999. The increase in net income is due to larger revenue streams and increased market share. The term loan is payable over two years at 8% per year; interest on the operating loans is 12% per year. Depreciation is calculated at 25% per year; combined federal and provincial income taxes are calculated at 22.8% of net income before taxes

Discussion of Monthly Cash Flow Statement

Due to the impact of start up costs in the first month of operations, revenues obtained in Month 2 will not be sufficient to maintain a positive cash balance. Therefore, an $1,000 operating loan is required; this loan will be paid in full by Month 6.

The financial projections are located at the end of the business plan.

Discussion of Projected Annual Cash Flow

Due to an expansion in inventory and higher sales wage costs in Year 2, operating loans totalling $15,000 are needed to ensure positive monthly cash flows. All term and operating loans and interest will be paid in full by the first month of Year 3. No operating or term loans are required in the third year of operations. As no loans are payable after the first month of Year 3, the closing cash balance will increase substantially.

Discussion of Pro-Forma Balance Sheet

Current assets such as cash and inventory will continue to increase as net sales continue to increase. As the building and equipment are leased, there are no fixed assets owned by the business except for the computer. With the exception of previously discussed term and operating loans, all liabilities are paid as they are due.

Discussion of Business Ratios

We have compared our ratios to those compiled in the Robert Morris and Associates Annual Statement Studies. The gross margins are consistent with industry averages . Profit margins are slightly higher than industry averages due to much lower marketing, property and wage costs. Return on assets is also higher than industry averages because of lower asset values due to leasing rather than acquiring the store space and lack of long term debt. Inventory turnovers are slightly higher than industry averages. As only one monthly payment is made in Year 3, there is an inordinately high interest coverage ratio in this year. All other ratios are consistent with industry averages.

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