Title of Proposal

Business Description Michael Kushnir

Business Description Submission Document

By: Michael KushnirMy business idea is to provide marketing and design services

to Greater Toronto Area businesses.Insert Date 6040 Bathurst st. #1204Toronto ON M2R2A1416-371-1603torontocapital@gmail.comTable of Contents3Part 1 SELF ASSESSMENT

3A.Entrepreneurial Profile

3B.Business Knowledge, Skills, Experience and Credentials

3C.Technical Knowledge, Skills, Experience and Credentials

3D.Personal Fit

3E.Partners ( if applicable)

4F.Advisors

4G.Rationale for Self-Employment

4H.Rationale for Self-Employment Assistance

4I.Statement of Household Expenses and Sources of Income

4Part 2 BUSINESS IDEA ASSESSMENT

4A.The Business Concept

4B.The Business Opportunity

5C.The Competitive Advantage

5D.The Business Approach

6E.The Financial Potential

6APPENDICES

Part 1 SELF ASSESSMENTA. Entrepreneurial ProfileComplete Appendix 1 Entrepreneurial Assessment Describe your intra/entrepreneurial background and profile.B. Business Knowledge, Skills, Experience and CredentialsComplete Appendix 2 Business Knowledge, Skills and Experience Assessment

Describe the business knowledge, skills, experience and credentials that you have. In addition, describe what business knowledge, skills, experience and credentials you lack and what you would might consider doing about it. C. Technical Knowledge, Skills, Experience and CredentialsDescribe the technical knowledge, skills, and experience necessary to support your products/services. Describe, too, the extent to which you are capable of supporting your products/services with the technical knowledge, skills, and experience necessary and the plans you might consider if you are not capable.List the certifications or qualifications, if required under law or regulation, to perform the proposed business activity. Include a copy of your credentials as Appendix 3.

Include your resume with this application as Appendix 4.

D. Personal FitExplain how self-employment could be or could not be a fit for you.

E. Partners ( if applicable)Provide your rationale for a partner(s). And, if you have a particular person(s) in mind, describe their role in the business and the knowledge, skills, experience and credentials they bring to the role.State the percentage of ownership and control you will have in this business venture.F. AdvisorsList below what you would want advice in. Name the individuals or organizations or institutions that would provide the advisory support, list what area you would want advice in (e.g. legal), and list, too, what specific advice you would require (e.g. contracts).G. Rationale for Self-Employment

Provide your rationale for self-employment

Include your Employability Assessment / Return to Work Action Plan (completed with your Employment Advisor) with this application, as Appendix 5.

H. Rationale for Self-Employment AssistanceProvide your rationale for self-employment assistance.

I. Statement of Household Expenses and Sources of Income Complete a Statement of Household Expenses & Sources of Income (Appendix 6a) to reflect your household cash flow situation at this time. If the cash flow situation could distract you from focusing on the business, develop a plan that would enable you to not only focus but stay focused on your business; attach a second Statement of Household Expenses & Sources of Income (Appendix 6b)

Part 2 BUSINESS IDEA ASSESSMENTA. The Business ConceptDescribe your business idea. Also state whether it is a new start-up or if you are buying an existing business.List and describe your products/services in detail.What are the features and benefits that are the most attractive to your prospective customer?

Describe how this business idea is a fit for you.

B. The Business Opportunity

Describe the trends that you have observed or read about in the marketplace. Quote your Sources.

List and describe the problems (if any) that present themselves as business opportunities in your industry or marketplace, and support your observations. Remember to quote your sources.

Describe how your business is a solution to the above problem(s).Describe the customer needs or wants that your business is responding to. Provide research findings that demonstrate that there is a demand for your products/service; anything that suggests that your prospective customers are willing to pay for a similar product. Remember to quote your sources.

If you have any confirmed prospects, please elaborate.State the market potential within your target groups. Provide your assumptions or rationale or quote your sources.C. The Competitive AdvantageComplete Appendix 7 - Competitive Analysis. Name your key competitors and describe your business in a competitive context as it pertains to such purchase criteria as pricing, quality, service, convenience, value, etc. Summarize their strengths and weaknesses; highlight opportunities and threats. Describe the key competitive advantage you will have over your competitors; and explain why you think your potential customers will buy from you versus your key competitors. D. The Business Approach

State your target geographic area from which you will draw your customers. Provide rationale for your plans List and describe your target groups and construct your potential customer profile identifying their needs and common characteristics)

Describe the promotional strategies that are squarely focused on your best prospective customers which you will use to attract them, to increase their interest, to build loyalty, and to sell them. In your description, consider: what; where; when; and how.

Outline the prices you plan to charge for your products/service. Provide a rationale for your plansDescribe the location of your business and describe the type of facilities you will need to have.

List the equipment and tools you need to have. List your suppliers.List the inventory and/or supplies you will need and where you will get them from. List your suppliers.E. The Financial Potential

Complete Appendix 8 - the Statement of Business Start-up expenses and Sources of Financing If financing is required, describe the steps you have taken in obtaining it. Explain if and why you think you will be successful.Describe your short and long-term goals (in one year, and in five years).Complete Appendix 9 - the Projected Profit and Loss Statement for the first year.State your assumptions, notes and explanations behind your numbers.APPENDICES

1. Entrepreneurial Assessment

2. Business Knowledge, Skills and Experience Assessment 3. Copy of Credentials for a Regulated Business Activity (If applicable)4. Resume5. Return to Work Action Plan (and/or Employability Assessment) from your Employment Advisor

6. Statement of Household Expenses & Sources of Income Current and/or Planned7. Competitive Analysis8. Statement of Business Start-up expenses and Sources of Financing9. Statement of Projected Profit and Loss Year 110. Any other appendicesAPPENDIX 1 Entrepreneurial Assessment

Successful entrepreneurs have entrepreneurial profiles that are similar. Their past history; attitudes/behaviors; and objectives/lifestyles are similar.

The following entrepreneurial assessment is intended to help you assess your profile relative to the profile of successful entrepreneurs. The questionnaire is taken from: Good, Walter, A Self-Evaluation Guide to Starting a Business of Your Own, reproduced by the Business Development Bank of Canada with permission from McGraw-Hill.

For each of the following questions, check the Rarely or No box for those questions to which you normally would reply in the negative; mark the Mostly or Yes box for which your answer is generally yes. Please answer each question.Is your past history comparable to that of an entrepreneur?

#Rarely or NoMostly or Yes

1Have you ever participated in the setting up of entities such as cooperatives, community organizations, fund-raising projects, etc?

2Did your parents or grandparents ever own their own business?

3Are you between 25 and 40 years of age

4Have you ever helped a family member start a business?

5Have you ever been fired from a job?

6Did you participate in school activities or sports?

7Are you the oldest child in your family?

8Were you expected to do odd jobs around the house before you were 10 years of age?

9Growing up, did you ever have your own paper route or work a job involving regular hours and a tight schedule?

10Are you often sick?

11Were you a very good student?

12Were you part of a group in high school?

Expected Answers:To Questions:

Rarely or No# 10, 11, 12 _____

Mostly or Yes# 1 9 _____

Number of times you have given the expected answer: Past History _____/12

Are your attitudes and behavior comparable to those of an entrepreneur?

#Rarely or NoMostly or Yes

13Are you a good loser?

14Do you like being in charge of other people?

15Do you worry about what others think of you?

16Do you like to take care of details?

17Do you blame others when something goes wrong?

18Once youve decided to do something, are you the type of individual that lets nothing stop you?

19When a group is faced with a stalemate or is not making any progress, are you usually the one who resolves the situation and gets the ball rolling again?

20Do you often seek the advice of people who are older, or have more experience than you do?

21Can you evaluate the quality of your own work?

22After a severed setback, are you able to pick up the pieces and start over again?

23Do you make suggestions to your colleagues about how things might be improved?

24Are you usually able to come up with more than one way to solve a problem?

25Do you take risks just for the thrill of it?

26Are you comfortable delegating tasks and responsibilities?

27Do you believe in organizing your tasks before getting started?

28Do you enjoy doing something just to prove that you can?

29Do you find yourself constantly thinking of new projects?

30Do you deliberately seek out a confrontation to get the results that you want?

31Can you concentrate on one subject for extended periods of time?

32Does personal satisfaction mean more to you than having significant amounts of available money?

33Do you try to find the positive aspects of a bad situation?

34Do you enjoy tackling a task without knowing all the potential problems?

35Do you persist even when others tell you something cant be done?

36Do you enjoy being able to make your own decisions on the job?

37Can you accept failure without admitting defeat?

38Do you learn from past mistakes?

Expected Answer To Questions:Rarely or No# 13, 14, 15, 16, 17 _____

Mostly or Yes# 18 38 _____

Number of times you have given the expected answer: Attitudes and Behaviors _____/26

Are your objectives and lifestyle comparable to those of an entrepreneur?#Rarely or NoMostly or Yes

39Do you prefer letting a friend decide your social activities?

40Are you more people-oriented than goal-oriented?

41Do your conversations discuss people more than they do events or ideas?

42Are you prepared to sacrifice certain elements of your family life and take a cut in pay to succeed in business?

43When you begin a task, do you set clear goals and objectives for yourself?

44Do you enjoy working on projects that will take 5-10 years to successfully achieve?

45When you think about the future, do you see yourself at the head of your own company?

46Are you likely to work long hours to reach a goal?

47Do you have a savings account and other assets?

48Do you prefer to make decisions on your own?

49 Do you feel good about yourself in spite of being the object of criticism?

50Are you good at managing your time?

Expected Answers:To Questions:Rarely or No# 39, 40, 41_____

Mostly or Yes# 42 50 _____

Number of times you have given the expected answer: Objectives and Lifestyle _____/12

OVERALL RESULT

Past History _____/12

Attitudes and Behaviours _____/26Objectives and Lifestyle _____/12

TOTAL _____/50

The closer your total score is to 50, the more your profile may correspond to that of a successful entrepreneur.

This questionnaire cannot predict or determine your likely success in entrepreneurship. However, if you have answered and scored the questionnaire honestly, it can provide considerable insight into whether you have the history, attitudes/behaviors, and lifestyle/objectives consistent with successful entrepreneurship. Knowledge & Skill AreaVery little

Knowledge and Understanding Some Knowledge

and

Understanding.Some Practical ExperienceSolid Practical

ExperienceExpert

(in theory & practice)

Setting up a business

Choosing a location

Obtaining Licenses and permits

Choosing a form of ownership

Arranging initial financing

Determining initial start-up costs

Writing a business plan1

1

1

1

1

12

2

2

2

2

23

3

3

3

3

34

4

4

4

4

45

5

5

5

5

5

Money Management

Borrowing money

Arranging financing

Keeping financial records

Cash flow management

Preparing a cash flow statement

Determining financial needs

Handling credit policies

Buying Insurance

Reporting and paying taxes

Budgeting and forecasting1

1

1

1

1

1

1

1

1

12

2

2

2

2

2

2

2

2

23

3

3

3

3

3

3

3

3

34

4

4

4

4

4

4

4

4

45

5

5

5

5

5

5

5

5

5

Directing Business Operations

Negotiating with suppliers

Pricing and payment terms

Purchasing supplies/ materials

Purchasing equipment

Managing inventory

Managing administrative tasks

Serving customers1

1

1

1

1

1

12

2

2

2

2

2

23

3

3

3

3

3

34

4

4

4

4

4

45

5

5

5

5

5

5

Sales & Marketing

Identifying customer needs

Developing a customer profile

Conducting competitive analysis

Developing product/service ideas

Deciding appropriate prices

Developing promotional strategies

Selling/cold calling

Advertising & promoting

Developing a prospecting plan

Writing telemarketing scripts

Public speaking/presenting

Networking

Identifying features and benefits1

1

1

1

1

1

1

1

1

1

1

1

12

2

2

2

2

2

2

2

2

2

2

2

23

3

3

3

3

3

3

3

3

3

3

3

34

4

4

4

4

4

4

4

4

4

4

4

45

5

5

5

5

5

5

5

5

5

5

5

5

Managing People

Hiring employees

Supervising employees

Training employees

Evaluating employees

Motivating People

Scheduling workers1

1

1

1

1

12

2

2

2

2

23

3

3

3

3

34

4

4

4

4

45

5

5

5

5

5

APPENDIX 2 - Business Knowledge, Skills and Experience Assessment

CURRENTMonthly

(You)Monthly

(Partner)Annual

INCOME (LIST ALL SOURCES OF INCOME)

Salaries (net of deductions)

EI Benefits (net of deductions)

Self Employment Income (Current)

Rental Income

Pension

Other (e.g. Interest/dividends, Child Support, Alimony) describe -

Total Monthly Income

EXPENSES

HOME

Mortgage or Rent

Home Insurance

Utilities (Hydro/Heat/Water)

Telephone (incl. Cell Phone)

Internet & Cable

Property Taxes (if applicable)

BASIC NEEDS

Groceries

Clothing

Medication/Healthcare

AUTOMOBILE

Car Loan/Lease Payment

Gasoline

Parking Fees

Memberships/Licensing

Insurance

Maintenance & Repairs

INSURANCE PREMIUMS

Life, disability, health

FLEXIBLE FAMILY NEEDS

Childcare

Vacations

Entertainment (incl. DVD rental)

Fitness Clubs/Memberships

Education Tuition/Training Fees

Restaurants

Household Cleaning

Lawn/Gardening/Snow Removal

Household Repair/Maintenance

OTHER DEBTS

Credit Cards, Loan/Line of Credit Payments

Total Monthly Expenses

Total Monthly Surplus (Deficit)

APPENDIX 6a - Household Expenses & Sources of Income - CURRENT

PLANMonthly

(You)Monthly

(Partner)Annual

INCOME (LIST ALL SOURCES OF INCOME)

Salaries (net of deductions)

EI Benefits (net of deductions)

Self Employment Income (Current)

Rental Income

Pension

Other (e.g. Interest/dividends, child support, alimony) describe -

Total Monthly Income

EXPENSES

HOME

Mortgage or Rent

Home Insurance

Utilities (Hydro/Heat/Water)

Telephone (incl. Cell Phone)

Internet & Cable

Property Taxes (if applicable)

BASIC NEEDS

Groceries

Clothing

Medication/Healthcare

AUTOMOBILE

Car Loan/Lease Payment

Gasoline

Parking Fees

Memberships/Licensing

Insurance

Maintenance & Repairs

INSURANCE PREMIUMS

Life, disability, health

FLEXIBLE FAMILY NEEDS

Childcare

Vacations

Entertainment (incl. DVD rental)

Fitness Clubs/Memberships

Education Tuition/Training Fees

Restaurants

Household Cleaning

Lawn/Gardening/Snow Removal

Household Repair/Maintenance

OTHER DEBTS

Credit Cards, Loan/Credit Payments

Total Monthly Expenses

Total Monthly Surplus (Deficit)

APPENDIX 6b - Household Expenses & Sources of Income - PLAN

APPENDIX 7 - Competitive Analysis

FACTORImportance to Customer Competitor A

(Name)Competitor B

(Name)Competitor C

(Name)

Products

Price

Quality

Selection

Service

Reliability

Stability

Expertise

Company Reputation

Location

Appearance

Sales Method

Credit Policies

Advertising

Image

Note: In the first column, estimate the importance of each competitive factor to the customer. 1st = critical; 5th = not very important

Other columns: Rate the competition from 4= Extremely Strong; 3=Strong; 2=Weak; 1=Extremely weak.

APPENDIX 8 - Statement of Business Start-up Expenses

Business Start Up ItemsStart-Up Costs

TOTAL START-UP COSTS

SOURCES OF FUNDING

Personal Savings & Investments

Line of Credit (Specify if personal or business)

Term Bank Loan (Specify Lender)

Small Business Loan Financing Program

Loan from Family/Friends

Partners Investment

Other

TOTAL INVESTED FROM ALL SOURCES

Personal Assets Transferred to Business "Capital In-kind" (describe below)

TOTAL CAPITAL IN-KIND CONTRIBUTION

APPENDIX 9 - Statement of Projected Profit and Loss

Insert Month/Year

IncomeMonth 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 12Total

TOTAL REVENUE

Cost of Goods Sold

GROSS PROFIT

Expenses

Total Expenses

NET PROFIT before Taxes & Owner's Draw

Owner's Drawings

NET PROFIT After Owner's Draw, Before Taxes

Date prepared - 7/17/12 Confidential Page