Section 4

Team 10

Fall 2021

Business Plan

Business Name: Snow Pros

Business Idea: Heated Snow Melting Mats

Team Members: Signature: Email:

Nicholas Alouf NA aloufng@dukes.jmu.edu

Matthew Lewis ML lewismt@dukes.jmu.edu

Maria Migliore MM miglioml@dukes.jmu.edu

Luke Ross LR ross3le@dukes.jmu.edu

Paige Semeja PS semejape@dukes.jmu.edu

Justin Taylor JT taylo5jd@dukes.jmu.edu

 Executive Summary

Snow Pros S Corporation

Section 4 Team 10
Address: 9050 Orion Dr, Lacey, WA 98516
Phone: (864)-777-6206
E-mail: info@snowpros.com

Management: Business Description: Snow Pros is an S

Titles:
President
Operations Manager
Marketing Manager
Industry: NAICS: 326299
Number of Employees: 25
Amount of Financing Sought: Seeking
a 5-year loan of $1,050,000 at a 10%
interest rate from an angel investor
that can be converted to equity after
the 5 years.
Investment Sources:
$900,000- Contributed by founders
$1,050,000- Angel Investor Equity
$1,050,000- Angel Investor Debt
Use of Funds: Our funds will be
allocated to our outsourced materials,
our machines required for startup,
and our factory. Our company will also
use funds to increase
promotion/advertising, pay salaries,
and rent expenses.
Product/service selling price: $184.99
retail and $129.99 wholesale
Corporation located in Lacey, WA. Our
company provides consumers with the Melt
Mat, a heated snow removal application. It
will eliminate the need for shoveling and
salting driveways and walkways. Our goal is
to save our consumers the time and hassle
of shoveling.
Products/Services: The Melt Mat is a
silicone-based product that radiates heat to
melt snow on contact. The mat will be
portable and can be rolled out on to any area
of choice.
Competitive Advantage: With the choice of
product material and having no installation
cost for our heated driveway product, our
Melt Mat is the most inexpensive in our
market. It is also offered in three color
options: black, red, and blue.
Markets: Snow Pros will be targeting
residential and commercial businesses. Our
target market primarily consists of middle
and upper-class individuals wrapped up with
work, individuals over the age of 65, and
public and private businesses and institutions
located in areas that accumulates heavier
amounts of snow and ice.

Distribution Channels: Our product will be sold in B2B and B2C markets through our
website and Amazon. However, our company will also distribute our product to department
stores like Walmart, Lowes, and Home Depot.

Competition: Our main competitors offer heated driveways that have an expensive and
timely installation costs. Our only direct competitor, HeatTrak, currently controls the market
in the cost leadership strategy. However, our product will enter the market using
penetration pricing which makes our product more cost effective compared to HeatTrak.

Financial Project ions (Unaudited):

2022 2023 2024 2025 2026
Revenue: $6,307 $7,770 $8,113 $8,362 $8,717 (dollars in thousands)

1
EBIT: $1,709 $1,377 $1,212 $1,279 $1,434
Narrative

Elevator Pitch: “I love shoveling snow”, said no one ever. On average, snow shoveling

results in about 11,500 injuries per year (Searing, 2019). What if there was a product that

provided consumers with the convenience of not having to deal with the hassle of shoveling

and the possible risk of injury? At Snow Pros (“the Company”), we developed a low-cost

alternative to shoveling and salting driveways and walkways. With our snow removal

system, Melt Mat (“the Product”), consumers simply roll it out before the first snow, plug it

into an electrical outlet, and let the mat do the hard work for the rest of the winter.

Product Description: Snow Pros sells a 3’x5’, ½ inch thick silicone-based Melt Mat is

designed to be configured with multiple mats to meet the need of the consumers to remove

and prevent snow accumulation on walkways and driveways. The Product is available in

three colors: black, red, and blue. Once activated, the mat is programmed to radiate a

temperature of at least 40 degrees higher than the temperature outside. The Product is

designed to melt snow at a rate of 2 inches per hour. When plugged in and installed, the

mat will melt falling snow on impact. Melt Mat is made with anti-ice, non-slip treading. The

cost of powering the Product is equivalent to 4-5 light bulbs, or 3.5 cents per hour ($0.05

CAD) (Stock, 2019).

Competitive Advantage: The Product is designed to eliminate the inconvenience of

shoveling and salting. There is no installation cost or need to spend thousands of dollars to

reconstruct driveways; consumers easily and conveniently roll the Product over areas most

affected. This makes the Product the most inexpensive option for consumers in the market.

The Product is the only one in the market that offers a variety of color options.

Value Proposition: The Melt Mat is designed to have a multi-year lifespan that will

withstand harsh winter conditions using silicone, which is as durable, if not more, than our

direct competitors PVC materials. The consumer accrues only the cost of purchase and

$0.035 per hour melting, compared to the cost of the less-effective, time-consuming

2
traditional methods, i.e., shoveling and salting. In addition, Snow Pros’ mats are an eco-

friendly alternative to snow-melting treatments involving harsh chemicals. For example, the

sodium chloride found in snow melting salts damages driveway surfaces and the

environment. Melt Mat has a miniscule risk of electrocution if bare wires are exposed to

touch or water; however, this is an unlikely occurrence due to the Product’s materials and

thickness. In addition, since 1973, the National Electrical Code (NEC) requires that all

outdoor circuits have GFCI protection devices monitoring circuit flow (CSPC, 2010) that,

when triggered, overrides the power and shuts it down.

Business Strategy: The Company will be using the cost leadership strategy from Porter’s

Generic Competitive Strategies for the Melt Mat. Snow Pros will manufacture products for

consumers in the radiant heating market, which will reach the highest level of sales in this

decade (Witbeck, 2021), with the most inexpensive option.

Business Location: Snow Pros will be located in Lacey, Washington, a suburb of Olympia,

and 27 miles west of Tacoma. Our facility is 25 miles from the port of Tacoma, which is

great since our main method of receiving outsourced raw and process materials is by water.

We are also located minutes from I-5, which makes the logistics of shipping finished goods

to customers attainable.

Outsourcing: The Company is importing raw materials from China, which provides

inexpensive costs while meeting quality needs for production.

Financial Performance: Over the course of five years, we generate profit. However, after

year one we see a dip in net income and start to recover during year four. This is because

we introduce wholesale pricing which takes 30% of our annual unit sales during year two

and 40% through years three and five. This dip is due to the fact that we cannot project

how much each individual wholesaler will purchase. Even with these precautionary

projections, we still generate profit. With the likelihood of increased unit sales, the

3
trajectory of the projections will remain relatively the same. We project after year 5 that

profits will continue to grow gradually.

Exhibit #1: Organizational Chart – Year 2

4
 Exhibit #2: Employee Cost Chart: Salaries, Benefits, Taxes, and Totals

Benefits: Employees will get 5% of total profits with 80% of it being formulaic (salary percentage and years
worked) and 20% being subjective based on contribution of employee. Half of it must be contributed to an
employee's 401k plan while the rest can be given out as a bonus. This is a retention tool to keep employees loyal
and a motivation tool to reward employees for their effort.  
Employees will also get 15 vacation days, 7 sick days, 2 school/volunteer leave days, and 3 days of bereavement
leave. Health insurance will be $11,200 per year for each employee.  
Employees have 6 paid federal holidays (New Year's Day, Memorial Day, Independence Day, Labor Day,
Thanksgiving, and Christmas) 
Salaries: Calculated our numbers based on a fair number from the industry range.  
Commission: Sales reps are going to earn 20% commission and calculated a total commission of 174,076 for all 3
employees at the end of year 2.  
 Deductions: FICA is 7.65%, FUTA is 6.00% ($7,000 cap), SUTA (WA) is 1.06%, and WC (WA) is .97%

Motivating Employees
At Snow Pros, we are thankful for our employees because they are the ones who keep the lights on and our
business moving forward. Our company likes to show our appreciation through monetary and nonmonetary
motivators to help our workers perform at their maximum capabilities. First, our employees are recognized when
they exceed expectations through positive reinforcement methods. Snow Pros does this by something as simple as
telling an employee they are doing a good job or creating bonus incentives. Our company offers employee benefits
such as paid holidays (a full 8-hour workday for federal holidays) and a long-term retention profit share. 5% of

5
profit share is divided amongst employees based on their salary percentage. At least half must go to their 401k
plan and the rest will be given out as a bonus.  At Snow Pros, raises and promotions will be available for every
employee. Our company will offer opportunities for training or education needed for employees who have the
chance to be promoted. Those working hard for the company and deserve it will see improvements in their wage or
salary as well as inflation adjustment. Wage-based employees can see a rise in their pay during the fiscal year,
while salary-based workers' raises will carry over to the next fiscal year. Our sales reps are offered
commission, based on how much they sell, which keeps them motivated, and operating at their peak
performance.  At Snow Pros, we will provide our employees with a thoughtful and safe work environment where
the employees don't have the inner feeling that making a mistake will ultimately lead them to get fired. Everybody
is bound to make mistakes, so each employee will have the opportunity to learn from their mistakes and grow.
Exhibit #3: Target Market Selection

6
Exhibit #4: Market Quantification

7
 Exhibit #5 Perpetual Map and Competitive Analysis

Positioning Statement: 
For individuals looking for a hassle-free winter, the Melt Mat is in a wide range of winter
equipment that delivers the ability to melt snow with less physical labor than other
equipment. Melt Mat offers multiple color options, lower prices, and durable
material. This differentiates our product from competitors and allows us to satisfy
our customers’ needs for every winter season. 
SWOT Analysis: 
Strengths: Color options, durable material, lower prices  
Weaknesses: Brand awareness, lack of capital, silicone is a costly resource  
Opportunities: Different size options, packaging, more color options/adding patterns  
Threats: Many competitors, Extreme weather, limited supply of silicone resource  
Notes: 
In the perceptual map, comparing other companies to Snow Pro's Melt Mat shows that our
product has durable material and offers color options which differentiates our product from
others. Durability refers to how well the product can handle extensive use without requiring
maintenance or need of repairs. Melt Mats are made with silicone which can withstand
higher heat temperatures than PVC materials. Silicone has heat resistance up to 200-
8
250 degrees Celsius and PVC materials have heat resistance up to 40-60 degrees Celsius
(The benefits of silicone insulated cables: Top 8 benefits of Silicon Wire 2020).
Silicone also has the ability to retain more surface tension and is more environmentally
friendly. Melt Mat includes different color options for the Mats which no other competitor
includes. We include color options to lessen our competition, making us stand out
from others by attracting a new range of consumers wanting to add some colorful
decoration to their basic snow melting mat. This additional feature will add a special niche to
our market compared to our competitors. When comparing the prices of HeatTrak,
WarmlyYours, and Alco Construction Covers to SnowPro’s, our product is less expensive.
The average cost of heated mats in the market currently ranges from $200 - $620
and our price is $184.99 per mat. Even though we have some features that can compete
head-to-head with our competitors, we also have some features such as, durability, color
options, and lower prices which differentiate our product from others.  

Exhibit 6: Marketing Mix

Product Branding:
Snow Pros Melt Mat offers durable, efficient, portable, and colorful mats at a lower price than our competitors. In a growing
market (PLC), our distinctive features and quality product aim to impress our customers and establish our reputation as the "Pros"
in our market. An individual branding strategy provides us with a unique brand name that is recognizable and resonates in the
minds of our customers. Our slogan, "The best at handling the snow mess," emphasizes the benefit and convenience of our
product. While supporting our mission statement, "To provide a safer, easier, hassle-free winter season for every community by
offering individuals the ability to have snowless driveways without the wasted time and effort of shoveling." Through individual
branding, we will create a unique identity, distinguishable from our competitors, and aim to establish brand loyalty as the product
moves to maturity.

Pricing Strategies:
Our pricing strategies include penetration pricing and odd even pricing. We will use penetration pricing to push our new product
into the market. We are a new company in a competitive market with the ability to provide a similar product for a lower cost. In
the foreseeable future, we will hold our cost variables at their current cost, allowing us to maintain a low-price strategy. The cost
of snow melting mats in the market currently range from $200 - $620. Our product will sell for $184.99 per unit on our website
and wholesale for $129.99 for all 5 years. We determined our price by viewing the profit margins from our NAICS code, which
is 62%, and comparing ourselves with our competitions pricing. We decided to increase our profit margins because our product is
slightly different than many products sold in our NAICS code and if we were to sell our product with only at 62% profit margin
we would be priced too far below the competition. Pricing at $184.99 keeps us affordable and competitive. In year 1, we will
only sell online so we can gain public awareness of our company then in year 2 we will start to sell in stores such as HomeDepot
and Lowes to expand our market. In years 3-5 we will expand to more stores while still keeping an online presence. We will sell
to stores at a discounted rate of about 30% off.
Distribution Strategy:
Our distribution strategy consists of wholesaling and retailers. We will sell to major retailers, such as Lowe's and HomeDepot,
where our customers traditionally shop for snow supplies. Snow Pros sells to our customers directly through our online store.
Any purchases made on our website will be shipped from our warehouse directly to the consumer. Freight Pros will be our main
method of shipping for bulk orders and USPS for all others. As a manufacturer, we can be located anywhere as we are not limited
to a specific location with online orders and direct selling. Washington state is located within our snow-covered target market and
only 30 minutes from our supply port. The city of Lacey has immediate interstate I-5 access, linking us to anywhere in the U.S.
and Canada.

9
Promotional Strategy:
The goal of our promotional strategy is to create brand awareness to consumers in the market within the U.S. and Canada. When
allocating our promotional strategy, the overall message or theme is to "make winter easier and hassle-free." We will start
extensive promotion efforts around October to attract interest in our brand-new product before the winter season. Our main
communication channels are TV networks such as HG-TV, infomercials, Hulu and various forms of media consisting of Google
Ads, Facebook, Instagram and YouTube. We will also reach our target market using trade shows and magazine ads in the
categories of home & garden and other related markets. We will run the above strategies right before and during the winter
season, October to April, focusing our efforts in the areas receiving the most average snowfall and we plan to keep the same
promotional costs throughout the year. We took 11% of our total budget to spend on promotional efforts, distributing 70% to
advertising, 25% to sales promotion, 5% to other promotional expenses. Expense percentage breakdowns are based on the
necessity of product awareness and information along with their importance to our company.

Sales Management Plan:

Our sales plan is to sell through retailers and our own online store. Since we do not have a physical store location, our sales force
will focus their efforts on advertising and gaining brand awareness. We plan to slowly increase our sales force from 3 salespeople
to 5 by year 2026 because we expect an influx of sales as the years progress which means we will need more sales people to keep
up with the demand. Our sales force includes a Marketing Manager that oversees the Advertising/Social Media Specialist and
Customer Service /Sales Representative. The Advertising/Social Media Specialist will focus their efforts on promoting our
product and keeping current customers satisfied. The Customer Service/Sales representatives will interact with customers
concerns and pitch our product to potential buyers.
Exhibit 7: Process Map

For each major quality step:  

Quality Step  What is measured?  How often?  How will you ensure quality? 
Q1  Silicone bead color Every new Use random sampling to ensure silicone
consistency/material shipment  quality isn’t below usability. Every new
quality  shipment 5lbs of beads will be selected and
inspected for quality of the material as well
as searching for inconsistency in color.  
Q2  Heat trace cable Every new Using random sampling a multimeter will be
functionality  shipment  used to test resistance and ensure a proper
Ohms reading. 
Q3  Final product quality  Every 50 mats  Pull a mat every 50 units to ensure a quality
silicone mold, proper cable placement, and
proper heat seal. 
 
For each critical resource: 
Critical Brief Description  Unit Cost (in appropriate unit)  How many? 

10
Resource 
CR1  Silicone Molding Machine  $68,000  1 
CR2  Heat Press Machine   $30,750  1 
 
Main Facility:

Exhibit 8: Quality Assurance

11
Exhibit 9: Inventory, Suppliers, Distribution

12
Exhibit 10: Capacity and Resources

13
Exhibit 11: Income Statement

14
Exhibit 12: Balance Sheet

15
16
Exhibit 13: Cash Flow Statement

17
 Exhibit 14: Financial Notes 
Income Statement: 
Accounted for inflation (inflation rates used were the predicted rates from the Fed) 
Salaries and Wages, Payroll Tax Expense, (Salaries also increased 2% each year) 
Accrued salaries and wages and accrued payroll tax 
Commission expense 
Snow Pros will only be selling online for the first year so there will be no commission
expense for year 1 
Income tax expense 
Snow Pros is classified as an S Corporation, and there is no income tax in
Washington for an S corporation 
Balance Sheet: 
Depreciation 
Snow Pros invests in machines in year 1 that are worth $98,750 and predict they will
have at least a 10-year life.  Straight-line depreciation is used to determine the
yearly depreciation. 
Inventory 
Year-end inventory was found by first finding the cost of materials purchased which
is calculated by finding the number of orders needed to keep up will demand and
have a 2% safety inventory, times the cost of each order.  Once this is found then
the COGS was subtracted from the cost of materials purchased. 
Cash Flows: 
Dividends 
Snow Pros has decided to pay its stockholders 25% of the net income in dividends 
Debt  
Part of our financing comes from a 5-year convertible debt with and interest rate of 8% 
Debt 

Exhibit 15: Financial Ratios

18
19
 Exhibit 16: Financial Analysis

Liquidity Ratios: 
On average our Current Ratio is higher than the industry average. This may be due
to the large amount of cash we just received from our investors and the small amount of
current liabilities we incurred. This means we are a very liquid company which is good
because it gives us the opportunity to grow and expand. Our Quick Ratio is on average is
higher than the industry average and in year 5 it is significantly higher because we have
finished paying off our principal payments to our Angel Investors. Our Operating Cycle is
below industry average due to our seasonality and inability to sell inventory during the
offseason. 
 
Leverage Ratios: 
Our Debt-to-Equity Ratio is below the industry average because we raised most of
our funding from issuing Common & Preferred Stock. This declines over the years because
our debt is being paid off while equity remains constant. Our Times-interest-earned is above
industry average because we incur a small amount of interest expense because only
approximately a third of our funding is through debt, this increases on average over the five
years due to the declining interest payments. 
 
Asset Management Ratios: 
Our Inventory-Turnover Ratio is above industry average because we only produce
2% extra inventory over our annual unit demand and assume we sell the same amount as
our projected sales. Our Receivables-Turnover is slightly above average meaning we collect
our Receivables faster than other companies in our industry. Our Fixed-Asset-Turnover
Ratio is well over the industry average because we only purchased fixed assets once at the
inception date due to the long life of our fixed assets. 
 
Profitability Ratios: 
Our Gross Profit Margin Ratio is slightly above the industry average because we are
trying to be cost leaders but gradually decreasing over the years. This is due to the
company introducing wholesalers as a market which dropped our average unit price. Our
Operating Profit Margin is on par industry average because we do not
have excessive financial risk. Our Return on Assets Ratio is above the industry average due
to the large amount of funding we received.  
 
DuPont Analysis: 
Our Net Profit Margin is above the industry average and is increasing over the five
years because we are increasing our market share by selling wholesale. Our Total Asset
Turnover is below average because we are a seasonal company. Our Equity Multiplier is
below average because we issue more equity than debt for funding. Our Return on Equity is
above average because we produce take on a large amount of debt early on. 
 
Valuation: 
Based on the method of multiples and using the Price to Sales Ratio we created the
valuation of Snow Pros. There are no companies exactly like us that are big enough for us to
get their P/S ratio numbers, so we took an average of the rubber and electrical industry
averages which was .31 and 3.33 to get our P/S ratio of 1.82.  We then took the revenue
projection for year 5 which is $9,476,685 and multiplied it by our P/S ratio to get an
estimated valuation of $17,250,000. 

20
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spm=a2700.galleryofferlist.normal_offer.d_title.1b4a6b37mBBFt0.

Home. Silicone Provide From 22 Years Silicone Factory In China - Buy

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 Meet the Team

I’m Nicholas Alouf and I am a Finance major from Richmond, VA. I enjoy
getting outside and watching sports outside of class.

I’m Matt Lewis and I am a Finance major from Mahwah, NJ. I enjoy
playing basketball in my free time and watching NFL games.

I’m Maria Migliore and I am a Marketing major from Frederick, Maryland.

Outside of class I am interested in working out and eating great food!

I’m Luke Ross, I am from Middletown, VA. and I am a CIS major. I am a

transfer student from Lord Fairfax Community College where I earned
my associate degree in Business Administration. In my free time I
compete in off-road motorcycles events and enjoy riding my mountain
bikes.

I’m Paige Semeja and I am a Marketing Major from Stafford, VA. After
earning my BBA, I plan to continue on and earn a law degree to be a
business lawyer. I enjoy maintaining an active lifestyle by hiking with my
dogs, lifting at the gym and traveling.

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I’m Justin Taylor, I am a CIS major from Purcellville, VA. I’m interested
in hiking and computers outside of school.

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