Infinite LoveProfessional Wedding Coordinating and Consulting












Table of Contents
Executive Summary 4
Objective 4
Mission Statement 4
Our Services 4
Experience 5
Key To Success 5
Company Summary 5
Company Ownership 5
Company Locations and Facilities 6
Management Summary 7
Organizational Structure 7
Personnel Plan 8
Products & Services 9
Packages 9
Service Guarantee 10
Competitive Comparison 10
Market Analysis Summary 11
Market Segmentation 11
Market Segmentation 12
Target Market Segment Strategy 12
Strategy and Implementation Summary 14
Marketing and Competition 14
Sales Strategy 15
Sales Forecast 15
Financial Plan 16
Important Assumptions 16
Monthly Finances 16
Yearly Finances 17
Break-even Analysis 18
Projected Profit and Loss 19
Projected Balance Sheet 20










Executive Summary

Objective
Infinite Love is a small business with a potential for great impact. Founded in 2008 in Malibu, we are a fresh new company serving the Southern California area with expertise and class. Our company is uniquely designed to ensure that each client receives unparalleled service as they plan, together with our qualified associates, the wedding of their dreams. We realize the fast paced lives of our clientele and strive to cater to our clients needs, while still sticking to our core principles of professionalism, efficiency, creativity and integrity. The sky is the limit with Infinite Love. We specialize in large-scale weddings, destination weddings, and also small intimate weddings and bridal parties. But we are interested in more than just creating a picturesque wedding day experience, we want to help each couple start their marriage with a strong foundation. Thus, Infinite love offers a mandatory premarital counseling opportunity to all of its clients to ensure that they build a strong marriage by discussing important marital issues during the engagement period.
Mission Statement
Brides need not be overcome with all of the many details of their wedding. Infinite Love is passionately committed to creating a stress-free experience from the conception of the idea to the execution of the Wedding day. We will approach each client and each wedding with the utmost professionalism, and integrity, working with each client to create a perfect wedding day that fits within their budget. Infinite love also realizes its commitment to its employees and the vendors we work with. Our goal is to make each of our employees and each vendor feel like they are a member of a team because we realize that we each have something unique to contribute to a the wedding day experience. Infinite Love’s mission is to combine unique and creative ideas with comprehensive training and dedication to ensure that every client experiences a memorable day that honors a love that will last a lifetime.
Our Services
Infinite Love offers a large selection of services, which range from full-service wedding coordination to hand-holding coordination through the vendor selection process. A full-service package is based on a flat rate. We also offer an hourly charge for basic planning and a commission fee for all hand-holding coordination in the vendor selection process without the purchase of a package. Our company will do as little or as much as our clients need.
Experience
Infinite Love is passionate about creating weddings that truly commemorate a love that will last a lifetime. We do not allow money or fame to make our decisions, but instead we are motivated by a passion to serve our clients. As a professionally trained wedding coordinator, the Owner, Andrea Rogers, is skilled in her field. Andrea received her education in wedding coordination from ACPWC and is working towards a Bachelors degree in Business Administration at Pepperdine University. Andrea also works with several other qualified associates that are skilled at assisting in office and during wedding day management. We are confident that through the knowledge gained from previous weddings and with a skilled team of associates, our company can help each client accomplish their unique dreams for their perfect wedding day.
Key To Success
The growing number of failed marriages in our nation today is something that has touched our hearts deeply. And this is why Infinite Love is determined to do more than just plan the wedding day alone. Instead we want to help each couple build a strong marriage through our required premarital counseling program.
Furthermore, Infinite Love will ensure that each of the clients, employees, and vendors that we do business with are treated with professionalism and each case is handled with integrity and care. Infinite Love will strive to make an honest profit on each wedding by maintaining competitive pricing and ensuring that employees and vendors are compensated properly for their services. We realize the significance of each of our clients wedding day’s and we are passionately committed to each client as if they were a member of our own family

Company Summary
Company Ownership
Infinite Love is a Limited Liability Company based in Malibu, California. It is run much like a Sole-Proprietorship with extra legal protection. Though this company is considered to be in its beginning stages, we have amazing potential for growth. Currently our staff consists of the owner which works part-time. However, we are always looking to expand.
Startup Summary
Infinite Love is a home-based business with very minimal start-up costs. Overhead is low and because it is considered a service-based business we continue to require a smaller outlay of funds. The founder wishes to remain a debt-free business, thus all start-up investment funds were assets saved from previous part-time careers. In order to protect Infinite Love, the founder continues to maintain a perfect credit rating and keep her expenses low, while still offering superior services and equipping herself with the resources she needs to remain organized and efficient.
Start-up expenses incurred consist primarily of office supplies, brochures and business cards, website construction, registration and business filing fees, and association dues. Because Infinite Love is a relatively new business, we do not have any advertising expenses, and will furthermore commit a maximum of 7% of our profits to advertisements in various bridal publications and bridal shows.
Start - Up Summary
Expenses
Business Filings $529
Website Domain $7
Brochures $0
Business Cards $4
Portion of Rent $150
Office Supplies $75
Registration Fees $200
Total Expenses $965
Assets
Cash Balance $2,000
Long-Term assets $0
Total Assets $2,000
Loans and Debts
Long-Term Loans $0
Short-Term Loans $0
Total Loans $0
Company Locations and Facilities
Infinite Love is a home-based business located just outside of Los Angeles in Malibu, California. Most of our meetings with clients take place at the owner’s home, restaurants, cafes, or vendor sites. Much of our correspondence is also accomplished via email or over the phone. Thus the Infinite Love’s home office is well-equipped with the latest technology in printers, fax machines, cellular phones, scanners, and copiers. The office supplies and the overall setting is sufficient to allow the the owner and her employees to work in privacy and handle each client with professionalism.
Within the next four years we are considering establishing a separate office in an office building to accommodate our growing needs. As the demand for our services continues to grow, we plan on expanding to establish offices in San Francisco, California, Dallas, Texas, Chicago, Illinois, and New York City, New York. Infinite Love is devoted to maintaining a very personalized and unique approach to each client by limiting the amount of clients it accepts to 15-20 each year, and establishing offices that remain intimate and inviting, yet professional in each location.

Management Summary
Organizational Structure
Infinite Love currently consists primarily of the owner who works part-time while completing a bachelors degree in Business Administration at Pepperdine University. Extra assistance during the day of each wedding if necessary is supplied through independent contractors who are paid hourly for their services. As Infinite Love grows in popularity within the next two years, the owner plans to commit herself full-time to this position, and instead of using independent contractors, she plans to hire at least two part-time associates to do in-office work and assist on the day of events, and hire one marketing specialist part-time to handle Infinite Love advertisement, website construction, and submissions to bridal publications.

Furthermore, we anticipate an expansion to a maximum of four other branches nationally within the next five years. Each new office will consist of a senior wedding coordinator, 2 part-time associates, and one part-time marketing specialist. The current owner plans on staying with the Southern California branch, and will consider selling the business to a responsible employee who effectively embodies the Infinite Love vision and can lead with integrity, consistency, and charisma.
Premarital Counseling will be considered as a service from an outside vendor. Any fees that may be applied are not included in the costs of Infinite Love’s services. Infinite Love provides a list of premarital counselors of different faiths and in different areas, but ultimately it is our client’s decision to choose a counselor on their own, or use a premarital counselor from our referral list. Those counselors that we refer have promised that clients referred to them by Infinite Love will receive a discount on their services.
Personnel Plan
Personnel
FY 2008 FY 2009 FY 2010
Sr. Wedding Coordinator $10,000 $30,000 $40,000
Independent Contractor $2,500 $2,000 $0
Part-time Associate $0 $4,500 $8,000
Marketing Specialist $0 $5,000 $7,000
Total People 2 4 4
Total Payroll $12,500 $41,500 $55,000




Products & Services
Packages

Full-Service Gold Package $3,750
Full service wedding coordination
Up to three onsite planning sessions (1.5 hrs each; additional sessions are billed hourly)
Onsite visits with up to 5 vendors
Vendor Referral: up to 8 vendors with 3 choices for each personalized to your wedding style and budget
Phone consultation (up to a reasonable amount)
Wedding day theme and design
“Day of Wedding” service (See “Diamond Day of Wedding” package)

Wedding Day Management Silver Package $1,500
Phone calls (reasonable amount, excess is billed hourly at $60/hr.)
Wrap-up meeting 2 months before wedding date (up to 3 hours)
Preparation of Timeline (3 hours)
Follow-up phone calls for vendors and site inspections 2 weeks prior to wedding date (1 hour per site inspection)
Service during Wedding Rehearsal (2 hours)
Service during day of Wedding (10 hours)
All overtime hours are billed as $60 per hour

Hand-Holding with Vendor Selection Process 12% Commission
_________ Reception Site
_________ Bakery
_________ Balloonist
_________ Beautician – Hair
_________ Beautician – Make-up
_________ Beautician – Nails
_________ Bridal Shop
_________Calligrapher
_________ Caterer
_________ Ceremony Site
_________ Entertainment – Ceremony
_________ Entertainment – Reception
_________ Equipment Rental
_________ Favors
_________ Florist
_________ Limousine
_________ Officiant
_________ Photographer
_________ Stationer-Invitation
_________ Travel Agent
_________Videographer
*Services performed on an hourly basis will be billed at $60 per hour.
Service Guarantee
Infinite Love is devoted to consistency in all of its services. The owner regards herself as the guarantor of all services and is devoted to documenting each aspect of a business relationship and of Infinite Love as a whole to ensure that each client can expect consistent results. Contracts between the owner and clients and the owner and vendors are considered legally binding and will be honored fully.
Infinite Love promises each client that they’ll will do as much or as little as they want. For this reason, we encourage clients to start out small if they are unsure of what package to purchase. We allow each client to add services up to two weeks before the wedding, but not to remove services which are already agreed upon. This provision is taken in order to respect the wedding coordinator who might have already made preparations or performed services that she should be justly compensated for.
Competitive Comparison
Infinite Love believes that they are only as good as their employees and the vendors that they work with. We are committed to excellence. The founder is confident that both herself and her employees have a passion for Infinite Love, and are well-equipped and educated to consult, plan, and coordinate any wedding of any size. Furthermore, we know that our vendor referral and the vendors that we work with have a significant affect on the outcome and success of a wedding. Infinite Love utilizes a vast network of excellent vendor contacts and strives to equip each vendor with the information and opportunities to perform their service to the best of their ability. Each vendor will receive a final timeline that will function as a list of their duties for the wedding day. We believe that we play a crucial role in making our vendors look good, by fully informing them, and working as a team along-side them throughout the wedding.
Infinite Love is confident that their consistent and superior wedding coordinating services are well worth the competitive pricing placed on each package. Our professional and personalized services, required pre-marital counseling program, and our genuine care for our clients sets Infinite Love above the rest.


Market Analysis Summary
Market Segmentation
The market for the wedding planning industry is becoming increasingly diverse. The mean age for marriages is around 28 in the United States. This number reflects the growing number of second and third marriages that take place in those who are in their 30s and 40s or in the later years of life. An increasing interest in individualism is also represented in this mean age. More individuals are asserting themselves in their early 20s and 30s and remaining single to accomplish their own individual goals. Lastly, this number reflects the growing number of couples who have chosen to live with each other rather than tie the knot. This is a fad which was nearly unheard of 30 years ago, but is likely a response to the growing number of divorces in the United States.
Infinite Love’s market consists primarily of women and engaged couples between the ages of 20 and 70. We strive to make our services more attractive, especially to clients who are entering their second or third marriages or who have been living with each other, by requiring premarital counseling. Those who have had failed marriages or are already fearful of divorce can feel comfort in knowing that Infinite Love strives to be invested not only in the success of their wedding day, but also in the success of their marriage as a whole. The age break down for our market is featured below.
Under 30: We realize these customers will not make up the majority of our clientele. These clients will be those who are possibly college graduates who do not have families, but are busy with their own professional life. We anticipate these weddings to be large parties with guest counts of 200 or more and extravagant decorative features.
30 - 55: Couples from this group will make up the majority of our clients. These clients will either be successful and busy couples, couples who are in their second or third marriages, or clients that have families and careers and are too busy to plan their wedding. We anticipate most of these weddings will be supplied with a moderate budget, but will have a guest count of 250 or less in most cases. Small, simple weddings and destination weddings are more common in this age group.
56 and Up: Couples from this age group will constitute a small minority of our clientele base. These clients could be couples renewing their vows or those in their second or third marriages. Weddings for clients of this age group tend to be intimate gatherings of 50 of fewer people in most cases.
Market Segmentation


Target Market Segment Strategy
Our target market consists primarily of middle and upper-class women, couples, and families ages 25-40. These clients will have a greater income, but possibly less time to plan each intricate detail of a wedding. Wedding planners are seen as more affordable and more necessary for these groups. The goal of Infinite Love is to take all the pressure off of our clients, and give them a day that they will enjoy and remember. In this sense, wedding planners are seen as more of a luxury. Those who have a low budget for their wedding may not use a wedding planner, but upper and middle-class couples have the income and need for our services.
Infinite Love anticipates the growing wedding planning market. Due to the recent production of several wedding reality television shows, the industry has increased in popularity and hype. Many consumers are realizing their need for a wedding planner, and this position is quickly becoming less of a luxury and more of a necessity.
Service Business Analysis
Infinite Love is confident that its services are well worth the time and costs. However, we realize that we are competing against a diverse range of other service providers. We compete primarily against other large and small scale wedding and event planners in the Los Angeles area. Many couples though, believe they don’t need any external company to coordinate or plan their wedding because they have a site coordinator either at the ceremony or reception. In this sense, Infinite Love is competing against a wide-array or reception sites, hotels, restaurants, banquet halls, and even churches.
We believe that our services are superior to those that would be received from any site-coordinator because we are passionately invested in not only the event, but also in each couple individually. We offer both professionalism and personalization, and are able to effectively coordinate and execute every aspect of a wedding day experience.
Large and Small-Scale Wedding Coordinators:
Strengths: Specialized services that remain specific to the event planning industry. Have been in the market longer and have established a good client base.
Weaknesses: May have a bad reputation that precedes them. Possibly they do not offer consistent and personalized service.
Hotels, Restaurants, Banquet Halls:
Strengths: Are able to use in-house caterers. Have the structure and ability to house guests in hotels. Are structures designed specifically for hosting large amounts of people and are well-experienced at doing this.
Weaknesses: Might be too small or too constricting. Clients may like a venue, but not the food or caterer supplied with that venue. These facilities may be too structured and not allow for creativity in the wedding planning process.


Churches:
Strengths: Very experienced. Church weddings are often run by trusted friends who work for the church.
Weakness: Could deter the creative flow of a wedding because of structured nature of this venue.
Friends of the client or Clients who wish to do it themselves:
Strengths: They know the client’s interest. Can easily contact and interpret the clients wishes and make well-informed decisions.
Weaknesses: Friends often get pressured into this position. Clients and friends are not able to enjoy the wedding if they are forced to run it. Clients and friends tend to let their emotions rule them too much on a stressful and exciting wedding day.
Infinite Love Wedding Coordinating and Consulting:
Strengths: We are well organized and have carefully reviewed and followed all of the couple’s wishes throughout the planning process. We are skilled at handling stressful situations with ease and commanding all aspects of a wedding simultaneously.
Weaknesses: Small client base. Few independent experiences.

Strategy and Implementation Summary
Marketing and Competition
We have illustrated some of the strengths and weaknesses of our competitors, as well as our own. Infinite Love’s marketing strategy is focused on emphasizing our strengths while remaining internally aware of our potential to outgrow our weaknesses. We intend to market our services as an efficient, stress-free, error-free, elegant, professional, personalized and sincere. All Infinite Love employees and representatives are passionate about the vision of this company and about pleasing our clients. We want our clients to always feel as if they have our exclusive attention through every step of the planning process. Thus our marketing will revolve around these concepts.
During the first year of the business, most of our marketing and advertising will be word-of-mouth, from those who have attended one of our weddings, or worked at one of our weddings. We intend to get the word out about our services to brides and vendors by participating in Bridal Shows throughout Southern California. Our goal is to participate in 3 Bridal Shows per year. However, within the second year of our business, we will hire a marketing specialist who will make submissions to at least 4 bridal publications, locally, or nationally each year. Some of the publications that we are most interest in are Ceremony, The Knot: Southern California, and Martha Stewart Weddings. These publications could be a half-page ad or even a story written on one of our events. In addition to these publications, our contact information and advertisements will be located on at least 4 popular wedding websites each year. We feel that through these publications and by providing online contact information we can effectively reach our target market of middle and upper-class women and couples ages 25-40. At the same time, we realize that a personal recommendation of our services is superior to any advertisement and that is why we work hard to ensure that each wedding is flawless.
Sales Strategy
Infinite Love deals with each of our clients with professionalism, efficiency, and integrity. The first planning meeting with a client is complementary, however, when a contract is signed between Infinite Love and a client, an $800 non-refundable deposit is required to cover the costs of initiating the files for a new client. This deposit will be subtracted from the total price of the services to be performed. Half of the balance is due prior to the wedding and the remainder of the balance is due during the rehearsal. We feel that closing sales before the event is more effective because often our clients will be preoccupied in the bliss and beauty of their special day, and do not want to worry about paying a list of people when they are trying to enjoy themselves.
Cancellation
If for any reason, a wedding is cancelled, no portion of the fees paid to Infinite Love for deposits will be returned If the services are retained for a future date, any money paid will be applied to the future wedding date. If the wedding is cancelled up to three days after this contract is assigned and no work has been done on the account then the deposit will be returned in full.
Sales Forecast
Though Infinite Love is in its beginning stages, we are envisioning certain and rapid growth within the next year to meet the demands of Los Angeles and the surrounding areas. Our goal is to keep our services personalized by accepting 1-2 new clients per month, and thus a maximum of 20 clients per year. This will allow the employees to serve clients to the best of their ability and deliver personalized and attentive service to each client and to each wedding.

Financial Plan
Important Assumptions
Infinite Love is a service-based business and thus requires minimal start-up funds, and overhead throughout the lifespan of the company. We are completely debt-free and do not plan to incur any debt or take out any loans in the future. Because Infinite Love is operating in its beginning stages, the graphs and spread sheets below are projections based on knowledge of the wedding planning industry. These projections show that as a service-based business, Infinite Love, is able to generate steady profits throughout each month and year.
As an LLC, Infinite Love’s taxes will be reported once a year on the owners tax forms. The tax rate is listed as 25% which is a general number that represents a projection for an income of around $36,000 dollars per year. We expect all Expenses to be returned to the company as deductibles. A California Franchise Tax of $800 is also charged once per year in addition to the normal taxes.
Monthly Finances
Revenues:
Full Service Deposits $1,650
A La Carte $800
Wedding Day Management (hourly) $1,500
Total Revenue $3,950
Expenses:
Association Fees(pro-rated)
ACPWC $16.50
ABC $16.50
Advertising Fees
Magazines $100
Websites $30
Bridal Shows $50
Supplies
Business Cards $10
Brochures $20
Office Supplies $30
Operation Costs
Blackberry Wireless costs $100
Internet and Phone Line $30
Total Expenses $403
Total: $3,547
Yearly Finances

Revenues:
Full Service Deposits $19,800
A La Carte $9,600
Wedding Day Management (hourly) $18,000
Total Revenues $47,400
Expenses:
Annual Association Fees
ACPWC $198
ABC $198
Advertising Fees
Magazines $1,200
Websites $360
Bridal Shows $600
Supplies
Business Cards $120
Brochures $240
Office Supplies $360
Operation Costs
Blackberry Wireless costs $1,200
Internet and Phone Line $360
Total Expenses $4,836
Annual Taxes on Revenues
Bracket Tax Rate of 25% $11,850
California Franchise Tax $800
Total Tax $12,650
Total: $29,914
Break-even Analysis
The break-even point for Infinite Love will occur relatively quickly each month because our home-based business requires few start-up expenses and minimal monthly expenses as well.

This chart illustrates that the Monthly Revenue Break-even point for Infinite Love’s is $403.00, which is a number we intend to keep low due to our low employee base currently. We expect this number to rise significantly when we hire three part-time employees, and when we expand to outside offices.

Projected Profit and Loss
Infinite Love’s ability to keep expenses low through using a home-based office, utilizing all of our resources efficiently and remaining debt-free, allows us to use our profits to market our business and save much of our profits for future expansion. The following chart is similar to our yearly cash flow, but makes many general assumptions of our future revenue and expenses to project a future three year period. The current tax projections represent a 25% tax on revenues and an 11% payroll tax. The taxes incurred details both of these tax projections as well as an $800 California Franchise Tax.
Projected Profit and Loss
FY 2008 FY 2009 FY 2010
Sales $47,400 $95,000 $140,000
Direct Costs of Goods $0 $0 $0
------------ ------------ ------------
Cost of Goods Sold $0 $0 $0
Gross Margin $47,400 $95,000 $130,000
Expenses:
Payroll $12,500 $41,500 $55,000
Sales and Marketing and Other Expenses $4,836 $5,700 $7,000
Depreciation $0 $0 $0
Leased Equipment $0 $0 $0
Utilities $0 $0 $0
Insurance $0 $0 $0
Rent $0 $0 $0
Payroll Taxes 1,375 4,565 6,050
Other $0 $0 $0
------------ ------------ ------------
Total Operating Expenses: $18,711 $51,765 $68,050
Profit Before Interest and Taxes $28,689 $43,235 $71,950
Interest Expense $0 $0 $0
Taxes Incurred 14,025 29,115 41,850
Net Profit 14,664 14,120 30,100
Net Profit/Sales 30.94% 14.86% 21.50%
Projected Balance Sheet
Infinite Love’s Balance Sheet reflects the quality of the business that we run. We operate debt-free and therefore are able to keep our liabilities extremely low. Accounts receivable is illustrated as zero because all of our services are paid for in full by the night of the rehearsal before the wedding. However, due to the fact that we might be in the process of planning for several clients during the time of that the Balance sheet is reported, we realize that their could be a positive balance in this portion of the report of around $7,000 per month. Our inventory accounts only for the office supplies we need to organize each account. Infinite Love has an initial cash balance of $2,000, and each cash balance for the following years is recorded as the ending net profit from the previous year.
Balance Sheet
Assets
Current Assets FY 2008 FY 2009 FY 2010
Cash $2,000 $14,664 $14,120
Accounts Receivable $0 $0 $0
Inventory $50 $75 $150
Other Current Assets $0 $0 $0
Total Current Assets $2,050 $14,739 $14,270
Long-term Assets
Long-term Assets $0 $0 $0
Accumulated Depreciation $0 $0 $0
Total Long-term Assets $0 $0 $0
Total Assets $2,050 $14,739 $14,270

Liabilities and Capital
Current Liabilities FY 2000 FY 2001 FY 2002
Accounts Payable $0 $0 $0
Current Borrowing $0 $0 $0
Other Current Liabilities $0 $0 $0
Subtotal Current Liabilities $0 $0 $0

Long-term Liabilities $0 $0 $0
Total Liabilities $0 $0 $0

Equity
Capital Stock $0 $0 $0
Retained Earnings $14,640 $14,120 $30,100
Total Liabilities and Capital $0 $0 $0
Net Worth $14,640 $14,120 $30,100

Infinite Love is committed to excellence which we strive to illustrate through all of our actions as well as the financial state of our business. We utilize our resources efficiently and make informed decisions to ensure that both our clients and our employees are being served to the best of our ability. Infinite Love is ambitious, full of potential, and expecting rapid growth in the coming years. We are committed to remaining successful, professional, honest and efficient in all of our business practices.

Infinite LoveProfessional Wedding Coordinating and Consulting












Table of Contents
Executive Summary 4
Objective 4
Mission Statement 4
Our Services 4
Experience 5
Key To Success 5
Company Summary 5
Company Ownership 5
Company Locations and Facilities 6
Management Summary 7
Organizational Structure 7
Personnel Plan 8
Products & Services 9
Packages 9
Service Guarantee 10
Competitive Comparison 10
Market Analysis Summary 11
Market Segmentation 11
Market Segmentation 12
Target Market Segment Strategy 12
Strategy and Implementation Summary 14
Marketing and Competition 14
Sales Strategy 15
Sales Forecast 15
Financial Plan 16
Important Assumptions 16
Monthly Finances 16
Yearly Finances 17
Break-even Analysis 18
Projected Profit and Loss 19
Projected Balance Sheet 20










Executive Summary

Objective
Infinite Love is a small business with a potential for great impact. Founded in 2008 in Malibu, we are a fresh new company serving the Southern California area with expertise and class. Our company is uniquely designed to ensure that each client receives unparalleled service as they plan, together with our qualified associates, the wedding of their dreams. We realize the fast paced lives of our clientele and strive to cater to our clients needs, while still sticking to our core principles of professionalism, efficiency, creativity and integrity. The sky is the limit with Infinite Love. We specialize in large-scale weddings, destination weddings, and also small intimate weddings and bridal parties. But we are interested in more than just creating a picturesque wedding day experience, we want to help each couple start their marriage with a strong foundation. Thus, Infinite love offers a mandatory premarital counseling opportunity to all of its clients to ensure that they build a strong marriage by discussing important marital issues during the engagement period.
Mission Statement
Brides need not be overcome with all of the many details of their wedding. Infinite Love is passionately committed to creating a stress-free experience from the conception of the idea to the execution of the Wedding day. We will approach each client and each wedding with the utmost professionalism, and integrity, working with each client to create a perfect wedding day that fits within their budget. Infinite love also realizes its commitment to its employees and the vendors we work with. Our goal is to make each of our employees and each vendor feel like they are a member of a team because we realize that we each have something unique to contribute to a the wedding day experience. Infinite Love’s mission is to combine unique and creative ideas with comprehensive training and dedication to ensure that every client experiences a memorable day that honors a love that will last a lifetime.
Our Services
Infinite Love offers a large selection of services, which range from full-service wedding coordination to hand-holding coordination through the vendor selection process. A full-service package is based on a flat rate. We also offer an hourly charge for basic planning and a commission fee for all hand-holding coordination in the vendor selection process without the purchase of a package. Our company will do as little or as much as our clients need.
Experience
Infinite Love is passionate about creating weddings that truly commemorate a love that will last a lifetime. We do not allow money or fame to make our decisions, but instead we are motivated by a passion to serve our clients. As a professionally trained wedding coordinator, the Owner, Andrea Rogers, is skilled in her field. Andrea received her education in wedding coordination from ACPWC and is working towards a Bachelors degree in Business Administration at Pepperdine University. Andrea also works with several other qualified associates that are skilled at assisting in office and during wedding day management. We are confident that through the knowledge gained from previous weddings and with a skilled team of associates, our company can help each client accomplish their unique dreams for their perfect wedding day.
Key To Success
The growing number of failed marriages in our nation today is something that has touched our hearts deeply. And this is why Infinite Love is determined to do more than just plan the wedding day alone. Instead we want to help each couple build a strong marriage through our required premarital counseling program.
Furthermore, Infinite Love will ensure that each of the clients, employees, and vendors that we do business with are treated with professionalism and each case is handled with integrity and care. Infinite Love will strive to make an honest profit on each wedding by maintaining competitive pricing and ensuring that employees and vendors are compensated properly for their services. We realize the significance of each of our clients wedding day’s and we are passionately committed to each client as if they were a member of our own family

Company Summary
Company Ownership
Infinite Love is a Limited Liability Company based in Malibu, California. It is run much like a Sole-Proprietorship with extra legal protection. Though this company is considered to be in its beginning stages, we have amazing potential for growth. Currently our staff consists of the owner which works part-time. However, we are always looking to expand.
Startup Summary
Infinite Love is a home-based business with very minimal start-up costs. Overhead is low and because it is considered a service-based business we continue to require a smaller outlay of funds. The founder wishes to remain a debt-free business, thus all start-up investment funds were assets saved from previous part-time careers. In order to protect Infinite Love, the founder continues to maintain a perfect credit rating and keep her expenses low, while still offering superior services and equipping herself with the resources she needs to remain organized and efficient.
Start-up expenses incurred consist primarily of office supplies, brochures and business cards, website construction, registration and business filing fees, and association dues. Because Infinite Love is a relatively new business, we do not have any advertising expenses, and will furthermore commit a maximum of 7% of our profits to advertisements in various bridal publications and bridal shows.
Start - Up Summary
Expenses
Business Filings $529
Website Domain $7
Brochures $0
Business Cards $4
Portion of Rent $150
Office Supplies $75
Registration Fees $200
Total Expenses $965
Assets
Cash Balance $2,000
Long-Term assets $0
Total Assets $2,000
Loans and Debts
Long-Term Loans $0
Short-Term Loans $0
Total Loans $0
Company Locations and Facilities
Infinite Love is a home-based business located just outside of Los Angeles in Malibu, California. Most of our meetings with clients take place at the owner’s home, restaurants, cafes, or vendor sites. Much of our correspondence is also accomplished via email or over the phone. Thus the Infinite Love’s home office is well-equipped with the latest technology in printers, fax machines, cellular phones, scanners, and copiers. The office supplies and the overall setting is sufficient to allow the the owner and her employees to work in privacy and handle each client with professionalism.
Within the next four years we are considering establishing a separate office in an office building to accommodate our growing needs. As the demand for our services continues to grow, we plan on expanding to establish offices in San Francisco, California, Dallas, Texas, Chicago, Illinois, and New York City, New York. Infinite Love is devoted to maintaining a very personalized and unique approach to each client by limiting the amount of clients it accepts to 15-20 each year, and establishing offices that remain intimate and inviting, yet professional in each location.

Management Summary
Organizational Structure
Infinite Love currently consists primarily of the owner who works part-time while completing a bachelors degree in Business Administration at Pepperdine University. Extra assistance during the day of each wedding if necessary is supplied through independent contractors who are paid hourly for their services. As Infinite Love grows in popularity within the next two years, the owner plans to commit herself full-time to this position, and instead of using independent contractors, she plans to hire at least two part-time associates to do in-office work and assist on the day of events, and hire one marketing specialist part-time to handle Infinite Love advertisement, website construction, and submissions to bridal publications.

Furthermore, we anticipate an expansion to a maximum of four other branches nationally within the next five years. Each new office will consist of a senior wedding coordinator, 2 part-time associates, and one part-time marketing specialist. The current owner plans on staying with the Southern California branch, and will consider selling the business to a responsible employee who effectively embodies the Infinite Love vision and can lead with integrity, consistency, and charisma.
Premarital Counseling will be considered as a service from an outside vendor. Any fees that may be applied are not included in the costs of Infinite Love’s services. Infinite Love provides a list of premarital counselors of different faiths and in different areas, but ultimately it is our client’s decision to choose a counselor on their own, or use a premarital counselor from our referral list. Those counselors that we refer have promised that clients referred to them by Infinite Love will receive a discount on their services.
Personnel Plan
Personnel
FY 2008 FY 2009 FY 2010
Sr. Wedding Coordinator $10,000 $30,000 $40,000
Independent Contractor $2,500 $2,000 $0
Part-time Associate $0 $4,500 $8,000
Marketing Specialist $0 $5,000 $7,000
Total People 2 4 4
Total Payroll $12,500 $41,500 $55,000




Products & Services
Packages

Full-Service Gold Package $3,750
Full service wedding coordination
Up to three onsite planning sessions (1.5 hrs each; additional sessions are billed hourly)
Onsite visits with up to 5 vendors
Vendor Referral: up to 8 vendors with 3 choices for each personalized to your wedding style and budget
Phone consultation (up to a reasonable amount)
Wedding day theme and design
“Day of Wedding” service (See “Diamond Day of Wedding” package)

Wedding Day Management Silver Package $1,500
Phone calls (reasonable amount, excess is billed hourly at $60/hr.)
Wrap-up meeting 2 months before wedding date (up to 3 hours)
Preparation of Timeline (3 hours)
Follow-up phone calls for vendors and site inspections 2 weeks prior to wedding date (1 hour per site inspection)
Service during Wedding Rehearsal (2 hours)
Service during day of Wedding (10 hours)
All overtime hours are billed as $60 per hour

Hand-Holding with Vendor Selection Process 12% Commission
_________ Reception Site
_________ Bakery
_________ Balloonist
_________ Beautician – Hair
_________ Beautician – Make-up
_________ Beautician – Nails
_________ Bridal Shop
_________Calligrapher
_________ Caterer
_________ Ceremony Site
_________ Entertainment – Ceremony
_________ Entertainment – Reception
_________ Equipment Rental
_________ Favors
_________ Florist
_________ Limousine
_________ Officiant
_________ Photographer
_________ Stationer-Invitation
_________ Travel Agent
_________Videographer
*Services performed on an hourly basis will be billed at $60 per hour.
Service Guarantee
Infinite Love is devoted to consistency in all of its services. The owner regards herself as the guarantor of all services and is devoted to documenting each aspect of a business relationship and of Infinite Love as a whole to ensure that each client can expect consistent results. Contracts between the owner and clients and the owner and vendors are considered legally binding and will be honored fully.
Infinite Love promises each client that they’ll will do as much or as little as they want. For this reason, we encourage clients to start out small if they are unsure of what package to purchase. We allow each client to add services up to two weeks before the wedding, but not to remove services which are already agreed upon. This provision is taken in order to respect the wedding coordinator who might have already made preparations or performed services that she should be justly compensated for.
Competitive Comparison
Infinite Love believes that they are only as good as their employees and the vendors that they work with. We are committed to excellence. The founder is confident that both herself and her employees have a passion for Infinite Love, and are well-equipped and educated to consult, plan, and coordinate any wedding of any size. Furthermore, we know that our vendor referral and the vendors that we work with have a significant affect on the outcome and success of a wedding. Infinite Love utilizes a vast network of excellent vendor contacts and strives to equip each vendor with the information and opportunities to perform their service to the best of their ability. Each vendor will receive a final timeline that will function as a list of their duties for the wedding day. We believe that we play a crucial role in making our vendors look good, by fully informing them, and working as a team along-side them throughout the wedding.
Infinite Love is confident that their consistent and superior wedding coordinating services are well worth the competitive pricing placed on each package. Our professional and personalized services, required pre-marital counseling program, and our genuine care for our clients sets Infinite Love above the rest.


Market Analysis Summary
Market Segmentation
The market for the wedding planning industry is becoming increasingly diverse. The mean age for marriages is around 28 in the United States. This number reflects the growing number of second and third marriages that take place in those who are in their 30s and 40s or in the later years of life. An increasing interest in individualism is also represented in this mean age. More individuals are asserting themselves in their early 20s and 30s and remaining single to accomplish their own individual goals. Lastly, this number reflects the growing number of couples who have chosen to live with each other rather than tie the knot. This is a fad which was nearly unheard of 30 years ago, but is likely a response to the growing number of divorces in the United States.
Infinite Love’s market consists primarily of women and engaged couples between the ages of 20 and 70. We strive to make our services more attractive, especially to clients who are entering their second or third marriages or who have been living with each other, by requiring premarital counseling. Those who have had failed marriages or are already fearful of divorce can feel comfort in knowing that Infinite Love strives to be invested not only in the success of their wedding day, but also in the success of their marriage as a whole. The age break down for our market is featured below.
Under 30: We realize these customers will not make up the majority of our clientele. These clients will be those who are possibly college graduates who do not have families, but are busy with their own professional life. We anticipate these weddings to be large parties with guest counts of 200 or more and extravagant decorative features.
30 - 55: Couples from this group will make up the majority of our clients. These clients will either be successful and busy couples, couples who are in their second or third marriages, or clients that have families and careers and are too busy to plan their wedding. We anticipate most of these weddings will be supplied with a moderate budget, but will have a guest count of 250 or less in most cases. Small, simple weddings and destination weddings are more common in this age group.
56 and Up: Couples from this age group will constitute a small minority of our clientele base. These clients could be couples renewing their vows or those in their second or third marriages. Weddings for clients of this age group tend to be intimate gatherings of 50 of fewer people in most cases.
Market Segmentation


Target Market Segment Strategy
Our target market consists primarily of middle and upper-class women, couples, and families ages 25-40. These clients will have a greater income, but possibly less time to plan each intricate detail of a wedding. Wedding planners are seen as more affordable and more necessary for these groups. The goal of Infinite Love is to take all the pressure off of our clients, and give them a day that they will enjoy and remember. In this sense, wedding planners are seen as more of a luxury. Those who have a low budget for their wedding may not use a wedding planner, but upper and middle-class couples have the income and need for our services.
Infinite Love anticipates the growing wedding planning market. Due to the recent production of several wedding reality television shows, the industry has increased in popularity and hype. Many consumers are realizing their need for a wedding planner, and this position is quickly becoming less of a luxury and more of a necessity.
Service Business Analysis
Infinite Love is confident that its services are well worth the time and costs. However, we realize that we are competing against a diverse range of other service providers. We compete primarily against other large and small scale wedding and event planners in the Los Angeles area. Many couples though, believe they don’t need any external company to coordinate or plan their wedding because they have a site coordinator either at the ceremony or reception. In this sense, Infinite Love is competing against a wide-array or reception sites, hotels, restaurants, banquet halls, and even churches.
We believe that our services are superior to those that would be received from any site-coordinator because we are passionately invested in not only the event, but also in each couple individually. We offer both professionalism and personalization, and are able to effectively coordinate and execute every aspect of a wedding day experience.
Large and Small-Scale Wedding Coordinators:
Strengths: Specialized services that remain specific to the event planning industry. Have been in the market longer and have established a good client base.
Weaknesses: May have a bad reputation that precedes them. Possibly they do not offer consistent and personalized service.
Hotels, Restaurants, Banquet Halls:
Strengths: Are able to use in-house caterers. Have the structure and ability to house guests in hotels. Are structures designed specifically for hosting large amounts of people and are well-experienced at doing this.
Weaknesses: Might be too small or too constricting. Clients may like a venue, but not the food or caterer supplied with that venue. These facilities may be too structured and not allow for creativity in the wedding planning process.


Churches:
Strengths: Very experienced. Church weddings are often run by trusted friends who work for the church.
Weakness: Could deter the creative flow of a wedding because of structured nature of this venue.
Friends of the client or Clients who wish to do it themselves:
Strengths: They know the client’s interest. Can easily contact and interpret the clients wishes and make well-informed decisions.
Weaknesses: Friends often get pressured into this position. Clients and friends are not able to enjoy the wedding if they are forced to run it. Clients and friends tend to let their emotions rule them too much on a stressful and exciting wedding day.
Infinite Love Wedding Coordinating and Consulting:
Strengths: We are well organized and have carefully reviewed and followed all of the couple’s wishes throughout the planning process. We are skilled at handling stressful situations with ease and commanding all aspects of a wedding simultaneously.
Weaknesses: Small client base. Few independent experiences.

Strategy and Implementation Summary
Marketing and Competition
We have illustrated some of the strengths and weaknesses of our competitors, as well as our own. Infinite Love’s marketing strategy is focused on emphasizing our strengths while remaining internally aware of our potential to outgrow our weaknesses. We intend to market our services as an efficient, stress-free, error-free, elegant, professional, personalized and sincere. All Infinite Love employees and representatives are passionate about the vision of this company and about pleasing our clients. We want our clients to always feel as if they have our exclusive attention through every step of the planning process. Thus our marketing will revolve around these concepts.
During the first year of the business, most of our marketing and advertising will be word-of-mouth, from those who have attended one of our weddings, or worked at one of our weddings. We intend to get the word out about our services to brides and vendors by participating in Bridal Shows throughout Southern California. Our goal is to participate in 3 Bridal Shows per year. However, within the second year of our business, we will hire a marketing specialist who will make submissions to at least 4 bridal publications, locally, or nationally each year. Some of the publications that we are most interest in are Ceremony, The Knot: Southern California, and Martha Stewart Weddings. These publications could be a half-page ad or even a story written on one of our events. In addition to these publications, our contact information and advertisements will be located on at least 4 popular wedding websites each year. We feel that through these publications and by providing online contact information we can effectively reach our target market of middle and upper-class women and couples ages 25-40. At the same time, we realize that a personal recommendation of our services is superior to any advertisement and that is why we work hard to ensure that each wedding is flawless.
Sales Strategy
Infinite Love deals with each of our clients with professionalism, efficiency, and integrity. The first planning meeting with a client is complementary, however, when a contract is signed between Infinite Love and a client, an $800 non-refundable deposit is required to cover the costs of initiating the files for a new client. This deposit will be subtracted from the total price of the services to be performed. Half of the balance is due prior to the wedding and the remainder of the balance is due during the rehearsal. We feel that closing sales before the event is more effective because often our clients will be preoccupied in the bliss and beauty of their special day, and do not want to worry about paying a list of people when they are trying to enjoy themselves.
Cancellation
If for any reason, a wedding is cancelled, no portion of the fees paid to Infinite Love for deposits will be returned If the services are retained for a future date, any money paid will be applied to the future wedding date. If the wedding is cancelled up to three days after this contract is assigned and no work has been done on the account then the deposit will be returned in full.
Sales Forecast
Though Infinite Love is in its beginning stages, we are envisioning certain and rapid growth within the next year to meet the demands of Los Angeles and the surrounding areas. Our goal is to keep our services personalized by accepting 1-2 new clients per month, and thus a maximum of 20 clients per year. This will allow the employees to serve clients to the best of their ability and deliver personalized and attentive service to each client and to each wedding.

Financial Plan
Important Assumptions
Infinite Love is a service-based business and thus requires minimal start-up funds, and overhead throughout the lifespan of the company. We are completely debt-free and do not plan to incur any debt or take out any loans in the future. Because Infinite Love is operating in its beginning stages, the graphs and spread sheets below are projections based on knowledge of the wedding planning industry. These projections show that as a service-based business, Infinite Love, is able to generate steady profits throughout each month and year.
As an LLC, Infinite Love’s taxes will be reported once a year on the owners tax forms. The tax rate is listed as 25% which is a general number that represents a projection for an income of around $36,000 dollars per year. We expect all Expenses to be returned to the company as deductibles. A California Franchise Tax of $800 is also charged once per year in addition to the normal taxes.
Monthly Finances
Revenues:
Full Service Deposits $1,650
A La Carte $800
Wedding Day Management (hourly) $1,500
Total Revenue $3,950
Expenses:
Association Fees(pro-rated)
ACPWC $16.50
ABC $16.50
Advertising Fees
Magazines $100
Websites $30
Bridal Shows $50
Supplies
Business Cards $10
Brochures $20
Office Supplies $30
Operation Costs
Blackberry Wireless costs $100
Internet and Phone Line $30
Total Expenses $403
Total: $3,547
Yearly Finances

Revenues:
Full Service Deposits $19,800
A La Carte $9,600
Wedding Day Management (hourly) $18,000
Total Revenues $47,400
Expenses:
Annual Association Fees
ACPWC $198
ABC $198
Advertising Fees
Magazines $1,200
Websites $360
Bridal Shows $600
Supplies
Business Cards $120
Brochures $240
Office Supplies $360
Operation Costs
Blackberry Wireless costs $1,200
Internet and Phone Line $360
Total Expenses $4,836
Annual Taxes on Revenues
Bracket Tax Rate of 25% $11,850
California Franchise Tax $800
Total Tax $12,650
Total: $29,914
Break-even Analysis
The break-even point for Infinite Love will occur relatively quickly each month because our home-based business requires few start-up expenses and minimal monthly expenses as well.

This chart illustrates that the Monthly Revenue Break-even point for Infinite Love’s is $403.00, which is a number we intend to keep low due to our low employee base currently. We expect this number to rise significantly when we hire three part-time employees, and when we expand to outside offices.

Projected Profit and Loss
Infinite Love’s ability to keep expenses low through using a home-based office, utilizing all of our resources efficiently and remaining debt-free, allows us to use our profits to market our business and save much of our profits for future expansion. The following chart is similar to our yearly cash flow, but makes many general assumptions of our future revenue and expenses to project a future three year period. The current tax projections represent a 25% tax on revenues and an 11% payroll tax. The taxes incurred details both of these tax projections as well as an $800 California Franchise Tax.
Projected Profit and Loss
FY 2008 FY 2009 FY 2010
Sales $47,400 $95,000 $140,000
Direct Costs of Goods $0 $0 $0
------------ ------------ ------------
Cost of Goods Sold $0 $0 $0
Gross Margin $47,400 $95,000 $130,000
Expenses:
Payroll $12,500 $41,500 $55,000
Sales and Marketing and Other Expenses $4,836 $5,700 $7,000
Depreciation $0 $0 $0
Leased Equipment $0 $0 $0
Utilities $0 $0 $0
Insurance $0 $0 $0
Rent $0 $0 $0
Payroll Taxes 1,375 4,565 6,050
Other $0 $0 $0
------------ ------------ ------------
Total Operating Expenses: $18,711 $51,765 $68,050
Profit Before Interest and Taxes $28,689 $43,235 $71,950
Interest Expense $0 $0 $0
Taxes Incurred 14,025 29,115 41,850
Net Profit 14,664 14,120 30,100
Net Profit/Sales 30.94% 14.86% 21.50%
Projected Balance Sheet
Infinite Love’s Balance Sheet reflects the quality of the business that we run. We operate debt-free and therefore are able to keep our liabilities extremely low. Accounts receivable is illustrated as zero because all of our services are paid for in full by the night of the rehearsal before the wedding. However, due to the fact that we might be in the process of planning for several clients during the time of that the Balance sheet is reported, we realize that their could be a positive balance in this portion of the report of around $7,000 per month. Our inventory accounts only for the office supplies we need to organize each account. Infinite Love has an initial cash balance of $2,000, and each cash balance for the following years is recorded as the ending net profit from the previous year.
Balance Sheet
Assets
Current Assets FY 2008 FY 2009 FY 2010
Cash $2,000 $14,664 $14,120
Accounts Receivable $0 $0 $0
Inventory $50 $75 $150
Other Current Assets $0 $0 $0
Total Current Assets $2,050 $14,739 $14,270
Long-term Assets
Long-term Assets $0 $0 $0
Accumulated Depreciation $0 $0 $0
Total Long-term Assets $0 $0 $0
Total Assets $2,050 $14,739 $14,270

Liabilities and Capital
Current Liabilities FY 2000 FY 2001 FY 2002
Accounts Payable $0 $0 $0
Current Borrowing $0 $0 $0
Other Current Liabilities $0 $0 $0
Subtotal Current Liabilities $0 $0 $0

Long-term Liabilities $0 $0 $0
Total Liabilities $0 $0 $0

Equity
Capital Stock $0 $0 $0
Retained Earnings $14,640 $14,120 $30,100
Total Liabilities and Capital $0 $0 $0
Net Worth $14,640 $14,120 $30,100

Infinite Love is committed to excellence which we strive to illustrate through all of our actions as well as the financial state of our business. We utilize our resources efficiently and make informed decisions to ensure that both our clients and our employees are being served to the best of our ability. Infinite Love is ambitious, full of potential, and expecting rapid growth in the coming years. We are committed to remaining successful, professional, honest and efficient in all of our business practices.