Business Plan SchukowD

Business Plan D&M Sporting Goods and Range

Business Plan:

D & M Sporting Goods and Range

Derek Schukow

Lakeland College

1. Executive Summary

Confidential – Do not copy or extract any content without specific consent from the author.


A. D & M Sporting Goods and Range, 400 W 20th Ave. Oshkosh, WI 54902

B. Owner, Derek Schukow 400 W 20th Ave. Oshkosh, WI 54902Co-Owner, Melissa Schukow 400 W 20th Ave. Oshkosh, WI 54902Proposed location is Taycheedah, Wisconsin.

C. The Business would be set-up in two sections. Section one would be an outdoor sporting goods store with minimal camping gear, kayaking gear and kayaks, fishing supplies, and various hunting supplies including various types of ammunitions.The second section would be divided into two indoor ranges, one range a competition style archery range with life size animal targets and standard sighting targets which archers can move at will. The other range would be a competition shooting range that would be designed to accommodate both hand guns and long guns of various caliper. The store would accommodate many types of consumer interests in the outdoors. The products would be of higher quality to ensure a long life of use and would come be accompanied with in store experienced outdoors equipment sales personnel. The personnel would be able to answer or find the answers to products consumers are interested in as well as being able to special order gear not found locally. It brings shooting safety inside where it can be performed safely and under a trained supervised range safety officer.

D. Currently the closest indoor ranges are in Green Bay and Milwaukee respectively, each is about 60 to 75 miles away from the proposed business location. The sporting goods store itself would have competition from two main area businesses, Wal-mart and Fleet Farm but the quality of merchandise sold would be of a higher quality name brand products not found in either store.

E. The competition advantage in terms of the shooting range limited at best. The indoor gun range has no competition within a reasonable regional distance and the archery range has one or two indoor archery ranges within 20 miles. The store has reasonable competition but with the products being offered minimal competition within 10 miles of the business. The product examples are Black diamond, Svastika hunting apparel, Bowtech, Mathews, Glock, Remington, Northface, Truglo, Winchester, Savage, Bushnell, Nikon, Coleman etc.

F. The owner, Derek Schukow has 30 years of outdoor experience combined with military, Boy Scouting, outdoor sports including hunting, fishing, archery, hiking, backpacking, camping, rock climbing and wilderness survival. This is also accompanied by 10 years of supervisor experience in the military as a sergeant in the medical corp and leadership training as a youth Boy Scout and adult



Boy scout including wood badge training. Technical experience in safe weapon handing and range operations. Also working towards a bachelor degree in Business Administration with emphasis in management. Experience in quality assurance, order entry, organizing and planning day to day operations including experience in starting a supply chain and maintaining inventory. Melissa Schukow has 20 years of outdoor experience in camping and hiking recreations and biking. She is knowledgeable in water recreation sports. She is a paralegal by trade and has 10 years of legal experience in contracts and laws. She has several years in retail sales and working with customers. She is knowledgeable in the area of detailed laws, contracts, sales briefs, insurance and fundamental finances.

G. The request for $650,000 is for three key areas, $180,000 for purchase of land in a business zones district. $400,000 for construction of business with interior poured cement walls in the gun range and EPA required bullet collection system and Air filtration systems. $70,000 for start-up merchandise and salary coverage for the first 6 months of operations.

H. Chart represents One Year of Sales & Fees


$826 $5,782 $23,128

$138,768

$277,536

Total Receivables Over a Year

Cost per dayCost per weekCost per monthCost for six monthsCost per year


Financial Forecast for Year OneCost Areas Cost per

dayCost per week

Cost per month

Cost for six months

Cost per year

Merchandise inventory

$35,000 210,000 $420,000

range operations (cleaning and filters)

$100 $600 $2,400 $14,400 $28,800

office supplies

$10 $20 $80 $240 $480

prepaid insurance

$600 $3,600 $7,200

mortgage payment

$7,057 $42,340 84,680

Loan payment

$1,220 7,322 $14,644

Wages expense

$224 $1,568 $6,272 $37,632 $75,264

Advertising $500 $3,000 $6,000 Utilities expense

$200 $1,200 $2,400

computer supplies

$5 $10 $40 $240 $480

Accounting fees

$66.08 $462.56 $22,202.88

Equipment rental

$120 $720 $1,440

Building maintenance

$12 $84 $336 $2,016 $4,032

Sales of merchandise

$570 $3,990 $15,960 $95,760 $191,520

Shooting range fees

$220 $1,540 $6,160 $36,960 $73,920

Archery range fees

$36 $252 $1,008 $6,048 $12,096

Total Expenses

$351 $2,282 $18,891 $113,173 $247,623

Total Receivables

$826 $5,782 $23,128 $138,768 $277,536



Profit margin 0.424939467

0.394673123

0.816805604

0.815552289

0.892218955

Net Profit $475 $3,500 $4,237 $25,595 $29,913 Chart represents First year Profit Margin versus Net Profits:

II. Vision and Mission StatementsA. D&M Sporting Goods and range will be established as a seller of

quality goods for all, with the primary focus on the archery and gun ranges. We will be operating from a large facility which will house a retail store, archery and gun range. The retail store will also operate an online site for additional products.

B. The business will be within two specific scopes of sales. One will be retail sales in store and online merchandise sales. The other will be service operated in relation to the archery and gun ranges.

C. The management team will hold that the business will hold true to the values of:

1. Honest and professional sales colleagues2. Safety first when ever in the store or on the ranges3. Be nice and courteous to the customers even when frustrated4. Being a family business always remember to keep business

and family separate5. Hard work pays off with great sales and great customer

service Principles the business stands on:

1. Listen to the customers2. Seek to understand the customer’s problem3. Identify the customer’s needs4. Provide solid foundation to prove to the customer your

choices fit their needs5. Be cost effective for the customer and for the business

D. The business is a unique blend of retail and sport shooting ranges. This is a great way to allow customers to visit the store for range


1 2 3 4 50

5000

10000

15000

20000

25000

30000

35000

Profit marginNet Profit


use and then browse the store before or after to purchase other sporting good they may want. The store will offer special order for sporting good merchandise which most other sporting goods store do not offer routinely. The ranges will be state of the art technology in target systems and indoor safety. The attraction of the ranges are that they will offer clean air on ranges utilizing Triple HEPA filter air exchanges to protect the shooters respirator systems and the environment. The ranges will also be a key income maker for the business in terms of usage especially by local Law enforcement and corrections officers in the surrounding region.

III. Business and Industry ProfileA. Industry Background and overview.

1. Over the course of the past 5 years indoor shooting ranges have become a noticeable trend with avid shooters of guns and archery. The problem is that with so many outdoor ranges closing due to lead contamination shooters are left with no place to safely practice shooting for competition or protection. This has lead to Family shooting Academy in Green Bay, WI opening a large indoor shooting facility for families of shooters to use. The future of indoor shooting ranges that are environmentally safe will be the future of shooting ranges as more and more land is found to be contaminated with older varieties of lead bullets.

2. The retail sales of outdoor sporting goods go hand in hand with the shooting ranges. In fact the retail sales of quality sporting goods seems to gain a larger portion of consumer interests each year with sales topping over $1 billion dollars each year. The store will be in two markets, the onsite retail for many sporting goods merchandise and the web for online sales of specific sporting goods that the store may only handle in small quantities. In the region there are other sporting goods stores that are more geared toward hunting or fishing and offer limited gear and supplies to fit within each stores retail market. The largest competition is Wal-Mart and Fleet Farm which sell good quality sporting goods merchandise but not always high quality that many experienced outdoors customers are looking for.

B. Trends1. National trends are showing the indoor shooting ranges are

the way of the future for sport shooters.2. Regional more and more indoor ranges are becoming the

choice for shooting both archery and gun. The controlled environment, options of targets, and clean/ safe ranges makes them accommodating to a larger portion of the shooting customers.

3. With outdoor ranges being effected by environmental weather and other environmental regulations impacting where outdoor



ranges can be placed has become a national issue. The indoor ranges with safe environmental filtration systems and bullet collection systems can be placed anywhere in any community safely without worries of noise or pollution.

4. In the next 10 years indoor ranges and sporting goods sales will only increase in the market and that will lead to stronger sales and profits alike.

C. Company goals and objectives.1. To provide high quality merchandise to customers at a

reasonable cost.2. To operate indoor ranges that will attract a larger market of

shooters which will increase in profit as the ranges are used and paid for over a 5 year period.

3. To provide an alternative to customers that other competitive retail franchise stores do not have such as indoor ranges and the ability to offer customers a place to bring their families for a few hours of recreation.

4. To put create an environment that is friendly and welcoming to customers that they would like to return for future purchases or services.

5. To remain financially profitable even in the winter season that would allow the business to remain open for years to come.

6. The profits of the ranges alone would be enough to run the business but by maintaining a retail market online and onsite the sales will benefit the business in future profit returns within shorter time frame of 2 to 3 years out.

IV. Business Strategy A. Desired image and position in the market.

1) We want the customers to feel welcome in the store and the ranges to be safe that customers would want to bring others with them to use the facility.

2) We want the residence in the surround neighborhoods to see the business as a good safe place and that it will not create negative view of the area.

B. SWOTa. Strengths,

1. Trained range safety professional and clean safe environment.

2. Welcoming atmosphere with courteous staff3. Offering services no one else in the area currently

offers.4. Trained and experienced sales personnel in outdoor

recreation sportsb. Weaknesses.

1. New to the area2. No current client base or merchandise suppliers



3. No existing facility4. Limited number of potential investors.

c. Opportunities.1. Large number of sport shooters in the 30 mile

surrounding area2. Tremendous amounts of outdoor sporting

opportunities for people and for sales of those goods.3. Location is in an area that has limited competition or

not competition depending on store or range interests.4. Ability to draw from over a 100,000 person population

base.5. With the growing interests in outdoor recreations and

merchandise that can make the outdoors more welcoming coming into the market people will want to stop and shop for new technology and goods.

d. Threats1. Government regulations on ammunitions and firearms2. EPA regulations3. Large franchised sporting goods stores coming to the

area4. Change in customer interests.

V. Company products and ServicesA. Ranges

1. The gun range will be able to accommodate firearms from small caliper hand guns .22 caliper to long barrel rifle up to .50 caliper.

2. The gun range will also offer moving targets distance relation to the shooting range positions and targets that can rotate side to side

3. The archery range will offer 3-D targets and standard sighting targets that can be moved to positions desired by the archer.

4. The retail store will offer a moderate range of sporting goods supplies.a. Fishing equipment including rods, reels, bait, lures

and monitors, fish finders, ice fishing equipment, nets, waders/ raingear,

b. Camping: tents, coolers, propane, stoves, grills, pans, cooking utensils and water containers, cots, sleep pads, sleeping bags, fire starters, outdoor instant meals, water filters and filtrations systems, bug repellent, and backpacks of various styles.

c. Hunting: archery equipment, bows (compound, crossbows, traditional and youth), quivers, sbow



accessories, quick releases, targets, cases, ammo, gun sights and scopes, hunting blinds and decoys, calls, GPS, trail cameras and knives and other tools.

d. Other: t-shirts hunting apparel, sweatshirts, long sleeve shirts, sunglasses, shooting glasses, hearing protection, books, maps, weather radios, gloves, jackets.

VI. Marketing strategyA. Target Market

a. Complete demographic profile: Hunters, fishermen, Outdoors enthusiasts, shooting enthusiasts, families, people interested in buying gifts.

B. Customer’s motivation to buya. The range services will be open to the public and with that

those who own firearms will be naturally motivated to come to the range and shoot for practice.

b. The local lakes, state parks and forests have a fast resource of fish and wild game along with several great trails and camping sites.

c. To purchase camping gear, hunting gear, and fishing gear that is top quality with long manufacturer warranties.

d. To order special outdoor equipment such as high end wood canoes, hunting apparel and ammunition

C. Market sizea. The market is growing in size but not in the region of the

state.b. The future is a steady growth with temporary slumps with

the economy.c. Overall the market is strong and in need of this kind of

combined business.D. Advertising and Promotion

a. First advertising would be local newspapers, websites, mail flyers and radio, Decals for customers and friends and Trade shows.

b. Promotions will be offeredi. Memberships which offer discounts on range use ii. Also with memberships friends and family would get

discounts if accompanying membersiii. A punch card with buy 10 range shoots get one free

half hour range shootE. Pricing

a. Fixed cost for range usei. Shooting range

1. $23 per hour of range lane rental



2. With $25 yearly membership range cost $17 per hour

3. Extra person up to 3 per lane $10 each4. Target charge of $2 per target or silhouette

ii. Archery range1. $7 per hour of range use plus target charge of

$1 per targetF. Distribution Techniques

a. Sales will be one on one as neededb. Ranges will have range safety officers for questions and

problemsVII. Location and Layout

A. Locationa. Surrounding populations range from a few hundred residents

to several thousand residents with an age range representative of all outdoors enthusiasts.

b. Traffic counti. Roughly 300-500 cars per day but this increased to

1,000 cars in the summer months.c. Lease, land purchased. Labor and supply needs

i. One full-time range safety who also doubles as a sales associate

ii. Myself full-time CEOiii. One Part-time sales associate

e. Wage ratesi. CEO, $20.00 per hourii. Range safety officer with training $12.00 per hour

startingiii. Part-time help minimum wage plus sales incentives

B. Layouta. Size requirements

i. 6500 square foot building with adequate parking for 12 stalls plus 2 handicap parking

ii. Two restrooms both handicap accessibleiii. Single level wheelchair accessibleiv. 24’x99’ cement walled range with poured cement and

cement enclosure on ceiling.v. Structure wood with metal siding wood drywall interiorvi. Brick façade half way up front of building, Floor plan and

building plan see appendixVIII.Competitor Analysis

b. Existing competitors



i. Two small fishing and hunting shops within 5 miles of the business proposed location one both stores carry similar goods to each other one has a test firing archer range only.

ii. Fleet Farm and Wal-Mart are the other two competitors located within 10 miles of the proposed business location

iii. The two small shops have single owners single staffing with strong knowledge only in the gear and firearms they sell. No experience outside of what they carry for fishing and archery equipment.

iv. Fleet Farm has a strong customer service and staff very knowledgeable about the products they offer.

v. Weaknesses in all four stores are they do not have indoor shooting ranges for target or competition shooting. They do not offer specialty ordering or high end gear.

c. Potential competitorsi. At this time no competition is assumed within 30 miles

of the proposed business and no proposed future sporting goods stores

IX. Description of Management Teama. Key manger and owner

i. At this time the owner and President of the business would be Derek Schukow and Melissa Schukow co-owner

ii. Derek’s background: Derek has a vast knowledge for hunting, fishing and camping. Derek has served our country in the United States Army for 15+ years as a Medic, called up for active-duty in Operation Enduring Freedom and stationed in Afghanistan. Derek has been a Surgical Technologist for 15+ years, working with vendors, maintaining and ordering instruments/products and assisting doctors/staff in the Operating Room. Derek also became an Eagle Scout when he was attending high school.

iii. Melissa’s Background: Melissa has been in the legal field for 10+ years, currently working as a Paralegal in Criminal Law. Melissa also has 10+ years experience in sales/customer assistance, serving as a manager for a cosmetic company, receptionist/ advertiser including newspaper and website for a local realtor company.

iv. Resume for Derek Schukow in appendix.

X. Plan of OperationA. The business has already become an LLC under the

state of WisconsinConfidential – Do not copy or extract any content without specific consent from the author.


B. Company structure is as follows;i. President owner, Derek Schukowii. Co-owner, Melissa Schukowiii. Silent investors iv. Range safety officerv. Part-time employees

C. Decision making authorityi. All decisions will go through President/owner

D. Compensation and Benefitsi. Currently the business will be sole proprietor.ii. No benefits offered at this timeiii. Future profit sharing potential

XI. Financial Forecasts Not known at this time

XII. Loan or Investment ProposalA. Amount requested at this time $700,000

a. $400,000 for building construction and land purchaseb. $80,000 gun range bullet collection trap (EPA Required)c. $90,000 range air exchange ventilation with HEPA

filtration and Air flow venting around shooters (EPA required)

d. $35,000 inventory purchasee. $95,000 operating expenses for the first six months

including permits, licenses and training required by NRAB. Repayment by loan

a. VA Business Loan backed b. Schedule to be a 6 year loan with full payoff at end of

fiscal year 6XIII. Time Table for implanting plan

A. 30 days- Project approval by Small Business AdministrationB. 30-60 days-Project Approval by financial bankC. 60-120 days Land purchase and Construction to beginD. 90-120 days for construction and inspections of ranges and

Air exchange systems by DNRE. Month 6-8 Merchandise and Store opening.

Appendix ARange design and blue prints





Appendix BDerek T. Schukow CST 400 W 20th Ave. Oshkosh, WI, 54902 (920) 279-1058 cell phone

EDUCATION: *Lakeland College, Sheboygan, WI Sept. 2013-present, Major: Business Administration with emphasis in Management.

*John F. Kennedy Special Warfare Center, Fort Bragg, NC. Diploma: Civil Affairs Sergeant Oct. 2005-Nov 2005

*University of Wisconsin, Oshkosh September 1999-June 2001 Major: Political Science

*University of Wisconsin, Manitowoc College September 1998-May 1999 Major: Undecided

*U.S Army Reserve Training Command, Ft. McCoy, WI August 2005, Company Trainer Course

*U.S. Army Academy of Health Science April 1996-Sept. 1996 Ft. Sam Houston, TX Diploma: Medical Specialist/ Emergency Medical Technician Diploma: Operating Room Specialist (Surgical Technologist) Clinical: Ft. Leonardwood, MO August 1996-Sept. 1996 Areas of training included; Orthopedic, gynecology/Obstetrics, General, ENT and Eye Surgeries.

EMPLOYMENT: Mercy Medical Center, Oshkosh, WI September 1999-Present *Work title: Certified Surgical Technologist; Duties include current Urology team leader and assistant team leader robotics. Past area include Vascular team leader, Orthopedic team leader,. Cardiac team member (2001-2005); First Assistant Cardiac. Level III CST: able to scrub all major and minor specialties including: Orthopedic, General, OB/ Gyn, Eyes (major and minor), ENT, Open Hearts, Plastics, Urology, Oral, Neuro, Vascular, and Podiatry. Experience allows me to act as a reference person and instructor for multiple surgical specialties. I posses an approachable personality, being able to communicate with doctors, nurses and surgical staff in an open professional manner.

US Army Civil Affairs/ Psychological Operations Command, Fort Bragg, NC, present *Civil Affairs Team Sergeant, Coordinating with local government



officials, Civilians, foreign Nations, and the US State Department to rebuild the infrastructure of a nation by providing input from area assessments, and passive intelligence. Working as a liaison between the field commanders and the local civilians to minimize collateral damage and assessing the needs of the population.

US Army Reserve 911th Forward Surgical Team, Madison, WI, May 02-Aug 05 *Title: 91D Operating Room Senior Noncommissioned Officer In Command. Duties include but not limited to surgical procedures liaison, performs circulator duties as required, supervise and perform rapid sterilization of surgical equipment and ensuring unit supply requirements are met. Addressing soldier’s needs and work schedules along with patient care and needs pre-operatively, operatively and post-operatively. Helping to run and maintain a weekly patient clinic for General and Orthopedic surgeons for local nationals and Coalition soldiers. Implement and manage sterile processing section including ordering and maintaining sterilizing equipment, surgical instrumentation and creating surgical sets, ordering/ maintaining disposable supplies and sterile processing guidelines.Unit Training NCO/ Instructor/ Trauma Resource: Duties include developing monthly training schedules, organizing and performing training tasks for the unit per unit mission essential task list, instructor and trauma surgery resource person.

* Served in Operation Enduring Freedom with the 911th FST July 03-April 04, Kandahar International Airfield, Afghanistan. * Mobilized in Support of Operation Iraqi Freedom USACAPOC, FT. Bragg, NC Jan. 06-May 06

US Army Reserve 452d Combat Support Hospital 1st Det. Menasha, WI Oct. 1995-Nov. 2001 *Duty MOS: 91D/91B Operating Specialist/ Medical Specialist Position: Non Commissioned Officer In Command of Theda Clark Drill Site *NCOIC Central Materials Sterilization section.

*Holy Family Memorial Medical Center December 1996- August 1999 Manitowoc, WI *Theda Clark Medical Center, Neenah, WI March 1998-June 1998 Title: Certified Surgical Technologist: Duties included performing Surgical Tech duties in the following specialties, Orthopedics, Eyes, Urology, General, ENT, Plastics, Vascular, and OB/Gyn. Reference person in Orthopedics and General Surgery, also helping to perform minor preventive maintenance on OR equipment.



*Bemis Manufacturing, Sheboygan Falls, WI, September 1994-December 1996, Shipping receiving department. Job title; Shipper/ Forklift operator. Duties included; loading and unloading semi trailers with product. Loading team leader, receiving of inventory in receiving department and processing and paperwork for shipping inventory.

CERTIFICATIONS: *Wood Badge Leadership Training, Boy scouts of America completed May 2013*Certified Surgical Technologist May 1998 Current *CPR (BLS-C) 1996 Current *Trauma Casualty Care Course, Instructor 3rd Grp Special Forces May 06 *Combat Life Saver Course, Instructor USACAPOC Feb.2005-May 2006 *Company Trainers Course, US Army Academic Training Center, Fort McCoy, WI. August 2005 *Trauma Certification, University of Miami School of Medicine May 2003 *Chemical Biological, Radiation, Nuclear Exposure Mass Casualty Treatment Course, US Army Academy of Health Science, Ft. Sam Houston, TX, instructed at University of Miami. May 2003 *First Assistant Course, St. Elizabeth Hospital January 2001

GOVERNMENT SECURITY CLEARANCE LEVEL Current Security Clearance: Secret until 2013

AWARDS: Eagle Scout recipient August 1994, Wood Badge Leadership Award 2013, US Army: Combat Action Badge, (2) Army Commendation medals, Army Reserve Components Achievement Medal with 3 oak leave clusters, National Defense Service Medal, Global War On Terrorism Expeditionary Medal, (2) Global War on Terrorism Service Medal, Afghanistan Campaign Medal, Armed Forces Reserve Medal with Mobilization device, Army Service Ribbon, Army Reserve Components overseas Training Ribbon, Bolo-badges (Grenade, 9mm, rifle).


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Business Plan SchukowD