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ETC Workbook
Performance Measures
ETC Workbook ETC Workbook
Page 1
ETC Workbook
Introduction to
Entrepreneurship
Student
Workbook
New Staff Training
Performance
Measures
ETC
Workbook
Student Workbook Page 2
Entrepreneurship
Introduction to Entrepreneurship: What it takes to start your own business?
Introduction: This basic course will provide the student with an introduction to entrepreneurship, the basic planning needed before starting your own business and the steps necessary to create a business plan.
Section 1: Business Models
There are all kinds of small businesses that mature workers can start if they have the qualifications, skills, and resources to do it. It can be a sole proprietorship, home- based business, a partnership or an online business. These are the most popular business models that fit mature small business owners:
Business Model Definition
1. Sole Proprietorship A type of business that is owned and operated by one individual who is the one investing all the money and getting all the profits. The proprietor of the business can have other people working for them.
2. Home-based Business A small business that operates from the owner’s home and usually can have a small number of employees, who are most of the time family members.
3. Partnership When two or more individuals share ownership
4. Online Business Also known as an e-business is a new venture that delivers services or products entirely online. It may also include a business that uses the internet as an extension of the regular market. It can be to provide services, to manage information, or to sell products.
At the end of this module, you should be able to:
Differentiate between four different business models
Describe considerations for what it takes to start your own business
Explain what to include in a business plan
Student Workbook Page 3
Entrepreneurship
Considerations before Starting your Own Business Section 2: Be clear about what you want
Starting a new business may require a lot of hours of work and even 6-7 workdays a week. It will require monetary investments, and support from family and friends.
Section 3: Choosing your business idea Choosing a business idea should be something that you like to do and are really good at. It could be a hobby or a very particular set of skills you possess. Ask yourself if there is something that you really like or enjoy doing. Take into consideration if this kind of business is going to fit well with your lifestyle, family and finances. To succeed as a new small business owner, you do not necessarily need to invent something new or create something unique. You can find an unfilled service or commodity in your community and look for a business that fills this vacancy. You need to ask yourself:
What am I interested in?
What skills do I have that I can use in this business?
Do I see an opportunity in the market in my community or communities that I can fill with the business I have in mind?
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Entrepreneurship
Activity: In this activity, you will answer the following questions regarding your business idea.
1. What is the business idea you want to start? :
2. List other businesses in your community who provide similar services or products:
3. Write down where you will have the business. Will it be in a separate location or will it be in your home?
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Student Workbook Page 5
Entrepreneurship
Section 4: Potential to Generate Good Income
Does your business have the potential to generate good income? You want to make sure that your business is going to generate income that not only will help you recuperate what you invested in it including your salary, but also give you a margin of profit.
You may need to consider different ways to keep your start-up costs low. Look for advice from another small business owner, a Small Business Administration expert, or a local financial expert in your area. You need to have some financial guidance to help you define a good business path.
Section 5: Developing a Business Plan
You must develop a business plan. A business plan is like a road map for your business and its projections for the next 3-5 years. This plan doesn’t need to be a scientific research. It can be simple and flexible. You will probably see that your business plan can turn into a group of mini-plans. One plan will be needed per each aspect of your business such as: marketing, finance, sales, and staffing.
(a) Executive Summary: This will include a general overview of what you want your company to be and along with your business goals.
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Student Workbook Page 6
Entrepreneurship
(b) Company Description: Include information about what your business will do and who will be the clientele that your business will serve. Include what makes your business different or better than the existing ones (if there are other businesses like yours in that area).
Activity: In this activity, you will write down in detail what your business will do. Make sure you include who the clientele will be in addition to any services you will provide. Also, list any business goals you have for your company.
Company Description
What your business will do?
Who will be your clientele?
What kind of services you will provide?
List your business goals.
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Student Workbook Page 7
Entrepreneurship
(c) Market Analysis: Research your business market, competitors, and trends for the local business industry. Decide what will be the size of your company, who will be your target clientele to serve, and the demographics or characteristics along with the characteristics of your competitors in the market. You can access information and data about markets and specific industries by accessing the website of the Economic and Statistic Administration, US Department of Commerce at www.esa.doc.gov.
Activity: In this activity, describe who will be your customers and what your business is going to do for them. Be very specific with regards to any services you will be providing or products you will be selling. If you are creating an online business, list information on how your site will communicate your products or services to your clientele.
1. Describe who will be your customers? :
2. Describe which services you will be providing or products you will be selling or creating:
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Student Workbook Page 8
Entrepreneurship
(d) Organization and Management: You must find out what will be the best organizational and management model for you and your business. Who does what in your business? What will be the composition of your business team and what will be their functions and responsibilities.
(e) Service or Product Line: Are you going to sell a product or a service? What will be the benefit for your customers?
(f) Marketing and Sales: How are you going to drive the sales in your business and keep your customer loyal? What will be your sales strategy? How are you going to advertise your business?
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Entrepreneurship
(g) Funding Request: Do you have enough funding to start your business or are you going to seek other funding venues such as loans, private investment money, or partnerships? You may need to calculate the cost of starting your own business. This may include the expenses for starting up until you start to generate your own capital and also your assets such as property, equipment, furniture, and inventory.
Activity: In this activity, identify your funding sources. How are you going to obtain the capital to start your own business?
Funds Needed Sources
(h) Financial Projections: If you are going to seek any loans, most creditors are going to ask you to supply prospective financial data in which you will present what you expect your business to do in the next 3- 5 years.
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Student Workbook Page 10
Entrepreneurship
(i) Appendix: This appendix can have items such as your certifications in your business specific area, credit history, resumes, letters of reference, and any additional information that a lender or creditor may request of you.
Activity: In this activity, you will list the types of certifications, preparation, experience or skills you have that will qualify you to start your ideal business.
Qualifications
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Student Workbook Page 11
Entrepreneurship
Section 6: Seek Legal Guidance
You should seek legal assistance and guidance to register your business. Get an orientation about all the steps you may need to follow in order to register your business and obtain the local licenses to operate. Make sure that you will comply and complete all the necessary permits before starting your own business.
Wrap Up
During this course you learned:
Four different business models
Five considerations for what it takes to start your own business
What to include in a business plan
References:
- Small Business Administration - Encore Entrepreneurs: An Introduction to Starting Your Own Business (www.sba.gov)
- Economic and Statistic Administration, US Department of Commerce (www.esa.doc.gov)
- Wikipedia
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Student Workbook Page 12
Entrepreneurship
1. ID Information
Name: ________________________________________________________________ Company Name: _____________________________________________________ Address: ___________________________________________________________ City, State, Zip Code: _____________________________________________________ Phone #: _______________________________________________________________ Fax #: _________________________________________________________________ Email: _________________________________________________________________
2. Sources of Funds Type of Financing? (Circle one) Loan Investment Amount Needed: How much of your own money will you invest? (Many lenders require 20% to 35% of total start-up funding to come from investments) 3. Uses of Funds Purchase Land or Building $______________________________ Purchase Computer Equipment $______________________________ Purchase Office Equipment $______________________________ Purchase of Other Equipment $______________________________ Purchase of Vehicle(s) $______________________________ Retirement of Current Debt $______________________________ Purchase a Business $______________________________ Purchase Inventory $______________________________ Leasehold Improvements $______________________________ Working Capital: (many lenders recommend cash reserves equal to 3 months' operating expenses) Other Start-up Expenses (explain):
Self-study Activity
Complete the following questionnaire on your own and use it to create your business plan.
Student Workbook Page 13
Entrepreneurship
4. Products & Services Briefly describe your products and services. If you can, include any promotional brochures or catalogs that you use. 5. Your Market Who are your customers? If you can, describe them demographically and geographically. 6. Marketing What forms of marketing will you use? (Circle all that apply)
Print Advertising
TV Advertising
Radio Advertising
Outdoor Advertising
Internet Advertising
Personal Selling
Press Releases
On-Site Promotions
Direct Mail
Telemarketing
Brochures and Collateral Materials
Other, explain: 7. Staffing Provide the requested information about your projected staff. Include yourself and any co-owners who materially participate in the operation of the business and/or receive salaries or wages from the business. If your staff will include more than 10 people, provide information only for key management personnel. Name Position Annual Salary/Wage
Student Workbook Page 14
Entrepreneurship
8. Ownership Owner/Co-Owner % of Ownership 1. 2. 3. 4. Provide in a resume or 2-3 paragraph work history for each owner who participates materially in the operation of the business.
9. Facilities Briefly describe your location. Include address, name of shopping center or office complex, square footage, and advantages of the location. Also include descriptions of any special equipment you have.
Student Workbook Page 15
Entrepreneurship
10. Notes Payable To help project all of your future interest and loan principal payments, please provide descriptions of all business notes payable that will remain after you receive the requested funding (don't include the requested loan). Purpose of Loan
Current Balance
Original Balance
Date of Origin
Monthly Payment
Term (Years)
Interest Rate
Student Workbook Page 16
Entrepreneurship
Resources Available
Recommended Experience Works JobReady Courses: The following list of Essential Skill’s courses is recommended to help you improve the skills needed to become an entrepreneur.
1. Essential Bookkeeping Skills
2. Essential Computer Skills
3. Essential Customer Service Skills
4. Essential Interpersonal and Teamwork Skills
5. Essential Math Skills
6. Essential Office Skills
7. Essential Sales Skills
8. Essential Telephone Skills
9. Essential Time Management Skills
10. MS Excel Fundamentals
11. MS Word Fundamentals
The following list of General Business Skill’s courses is recommended to help you improve the skills needed to become an entrepreneur.
1. Customer Service Skills
2. Effective Business Communications
3. Interpersonal Communication
4. Marketing Fundamentals
5. Selling Techniques
6. Time and Priority Management
Student Workbook Page 17
Entrepreneurship
Accessing JobReady Courses:
1. To access the courses in the JobReady system you must type in your internet address bar
http://ew.nbsalliance.com and select “Accept” to the Terms and Conditions
2. Select “User Login”
3. Enter your username and password
4. Select the “Resources” tap from your dashboard
Student Workbook Page 18
Entrepreneurship
Entrepreneurial Training Programs by State
CALIFORNIA
Berkeley AnewAmerica Community Corp http://www.anewamerica.org
Calexio Neighborhood House of Calexio, Inc. http://www.clxnh.org
San Francisco Mission Economic Development Agency www.medasf.org
San Diego International Rescue Committee, San Diego
http://www.rescue.org/us-program/us-san-diego-ca/microenterprise
Los Angeles Pacific Asian Consortium in Employment http://pacela.org/services/business-development
Los Angeles Thai Community Development Center http://www.thaicdchome.org/cms/small-business-program
Los Angeles Valley Economic Development Center http://www.vedc.org/small_business/etp.php
FLORIDA
Manatee Manatee Community Action Agency http://www.manateecaa.org
GEORGIA
Atlanta Goodwill of North Georgia http://www.ging.org
ILLINOIS
Chicago Jewish Vocational Service (JVS), Chicago http://www.jvschicago.org/duman
Chicago Women's Business Development Center http://www.wbdc.org
INDIANA
Jefferson Community Action of Southern Indiana http://www.casi1.org/microenterprise.html
IOWA
Des Moines ISED Ventures http://www.isedventures.org
KENTUCKY
Berea Mountain Association for Community Economic Development (MACED)
http://www.maced.org/BD-overview.htm
LOUISIANA
New Orleans The Good Work Network http://www.goodworknetwork.org
MINNESOTA
Minneapolis Latino Economic Development Center http://www.ledc-mn.org/services_program.php
St. Paul Neighborhood Development Center http://www.ndc-mn.org/programs-services
Student Workbook Page 19
Entrepreneurship
MISSOURI
Kansas City Hispanic Economic Development Corporation http://www.kchedc.org
St. Louis Hi-Tech Charities http://www.htchar.org
Girardeau Operation Jump Start http://www.operationjumpstart.biz
MONTANA
Missoula Montana Community Development Corporation
http://www.mtcdc.org
NEBRASKA
Lincoln Center for People in Need http://centerforpeopleinneed.org
NEW JERSEY
Camden Latin American Economic Development Association, Inc.
http://www.laeda.com
NEW YORK
Harlem Harlem Commonwealth Council, Inc. (HCC) http://www.harlemcommonwealth.org
Harlem East Harlem Business Capital Corporation http://ehbcc.org/wordpress/business-education
Brooklyn The Business Outreach Center Network http://www.bocnet.org
OHIO
Columbus Economic and Community Development Institute (ECDI)
http://www.ecdi.org/programs/index.html
OKLAHOMA
Durant Rural Enterprises of Oklahoma, Inc. (REI) http://www.ruralenterprises.com
PENNSYLVANIA
Philadelphia The Empowerment Group http://www.empowerment-group.org
PUERTO RICO
Mayaguez Brightwood Development Corporation http://www.brightwoodpr.org
SOUTH DAKOTA
Eagle Butte Four Bands Community Fund, Inc. http://www.fourbands.org/busdev.htm
Kyle Lakota Funds http://lakotafunds.org
TEXAS
Houston The Alliance for Multicultural Community Services
http://www.allianceontheweb.org/asset-building.html
Student Workbook Page 20
Entrepreneurship
VIRGINIA
Roanoke Total Action Against Poverty http://www.tapintohope.org
Portsmouth The Center for Community Development, Inc. http://ccdivirginia.blogspot.com/p/ccdi.html
Alexandria Empowered Women International http://ewint.org
WISCONSIN
Milwaukee Wisconsin Women's Business Initiative Corporation https://wwbic.com
Fond du Lac ADVOCAP, Inc. http://www.advocap.org/bd.html
WYOMING
Ft. Washakie Wind River Development Fund, Inc. http://www.wrdf.org
Student Workbook Page 21
Entrepreneurship
Business Plan Sample
Smart’s Motorcycle Detailing
1. Executive Summary
Smart’s Motorcycle Detailing will offer quality detailing service to a growing market of motorcycle hobbyists. Smart’s Motorcycle Detailing will offers excellent value for a service that will not bust the customer's budget. Over the past ten years, biking has developed an entirely new customer base among the Baby-boomer population, ages 55 to 70. Last year, motorcycle sales for this same group were twice that of other demographics. In Ridingtown, motorcycle sales exceeded $1 million in 2012 and sales are predicted to grow by 15% this year. Ridingtown is a city of 250,000 residents with an average income of $58,000. The city has seven motorcycle organizations and sponsors an annual cycling event as part of the city's spring celebration. Bob Smart, owner of Smart’s Motorcycle Detailing is one of the most respected motorcyclists in Ridingtown. Bob was the president of the largest motorcycle organization in the city with over 100 members in 2009. Last year, Bob organized the motorcycle parade during the city's spring celebration. Bob's connection with the motorcycling community will make Smart’s Motorcycle Detailing one of the most popular shops in town. 1.1 Objectives The objectives of Smart’s Motorcycle Detailing are:
Capture the majority of the clientele in Ridingtown that utilize motorcycle cleaning and detailing services.
Offer our customers a superior service, at a low price.
1.2 Mission
The mission of Smart’s Motorcycle Detailing is to become the primary resource for cleaning and detailing motorcycles in Ridingtown. 1.3 Keys to Success The keys to success for Smart’s Motorcycle Detailing are:
Customer referrals.
Exceeding the customer's expectation for quality, timeliness and price.
Student Workbook Page 22
Entrepreneurship
2. Company Description Smart’s Motorcycle Detailing will offer quality cleaning and detailing motorcycles to a growing market of motorcycling hobbyists. Bob Smart will manage the daily operations of the shop. Besides Bob Smart, Smart’s Motorcycle Detailing will have one additional employee. 2.1 Company Ownership Smart’s Motorcycle Detaining is solely owned by Bob Smart.
3. Market Analysis Over the past ten years, biking has developed an entirely new customer base among the Baby-boomers population, especially men ages 55 to 70. Last year, motorcycle sales for this age group were twice that of other demographics. In Ridingtown, motorcycle sales exceeded $1 million in 2012 and future sales are predicted to grow by 15% this year. The city has seven motorcycle organizations and sponsors an annual cycling event as part of the city's spring celebration. The demographics suggest that there is a large market for cleaning and detailing motorcycles especially among experienced bikers. This is particularly important because the experienced customer will seek out a shop where the owner has a reputation for quality and service in the motorcycle community. 3.1 Market Segmentation Smart’s Motorcycle Detailing will focus on two customer groups:
Baby-boomers, ages 55 - 70 Other populations
Baby-boomers
Other populations
Student Workbook Page 23
Entrepreneurship
Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
Potential Customers Growth
CAGR
Baby-boomers 6% 85,000 90,100 95,506 101,236 107,310 6.00%
Other populations 5% 70,000 73,500 77,175 81,034 85,086 5.00%
Total 5.55% 155,000 163,600 172,681 182,270 192,396 5.55%
4. Organization and Management Bob Smart will manage the daily operations of the shop. 4.1 Personnel Plan Besides Bob Smart, Smart’s Motorcycle Detailing will have one additional employee.
Personnel Plan
Year 1 Year 2 Year 3
Bob Smart $35,000 $39,000 $42,000
Staff Person $33,600 $35,000 $37,000
Total People 2 2 2
Total Payroll $68,600 $74,000 $79,000
5. Services
Smart’s Motorcycle Detailing offers the following services:
Premium Shine: The Motorcycle "Premium Shine" full detail service is specifically designed for
anyone who is seeking that new bike look, but just does not have the time to do it themselves. Great time and care is taken to clean every piece of your motorcycle returning it to that showroom look. Hand Wash and Dry: The motorcycle “Hand Wash & Dry” service is a quick and convenient way
to keep your motorcycle looking great. Between full details, after a long ride, or before taking it out on the weekend, this service is an inexpensive and fast way to make your motorcycle look great without having the hassle of doing it yourself.
6. Marketing and Sales Excellent word of mouth among motorcycle hobbyists is the foundation of Smart Motorcycle Detailing. The motorcycle community in Ridingtown is a close nit group and used by its members to locate resources and services. Each satisfied customer of Smart’s Motorcycle Detailing will bring in more business.
Student Workbook Page 24
Entrepreneurship
6.1 Competitive Edge Bob Smart, owner of Smart’s Motorcycle Detailing is one of most respected and best known motorcyclist in Ridingtown. He has been a motorcycle hobbyist for 15 years and has built a reputation for quality cleaned and detailed motorcycles. For the past five years, Bob has served as a resource in keeping up with the cleaning and detailing for hobbyists. Smart’s Motorcycle Detailing competitive edge is Bob's visibility in the motorcycling community. 6.2 Sales Strategy During the first month of operation, Smart’s Motorcycle Detailing will offer a 15% discount on all services over $100. Bob will also offer a standard 10% discount to members of the city's motorcycle organizations. 6.2.1 Sales Forecast The table and charts below show Smart’s Motorcycle Detailing projected sales forecast for three years.
Premium Detailing
Basic Hand Wash and
Dry
Student Workbook Page 25
Entrepreneurship
7. Funding Request
7.1 Start-up Summary Bob Smart will invest $20,000 in Smart’s Motorcycle Detailing. Bob will also secure a $58,000 loan. The following table and chart show projected initial start-up costs for Smart’s Motorcycle Detailing.
Premium Detailing
Basic Hand Wash and
Dry
Student Workbook Page 26
Entrepreneurship
Start-up Requirements Expenses
Legal $1,000
Stationery etc. $200
Insurance $500
Rent $1,300
Display Equipment $3,000
Expensed Equipment $5,000
Total Start-up Expenses $11,000
Start-up Assets
Cash Required $4,000
Start-up Inventory $10,000
Other Current Assets $0
Long-term Assets $15,000
Total Assets $29,000
Total Requirements $40,000
Start-up Funding
Start-up Expenses to Fund $11,000
Start-up Assets to Fund $29,000
Total Funding Required $40,000
Assets
Non-cash Assets from Start-up $29,000
Cash Requirements from Start-up $4,000
Additional Cash Raised $0
Cash Balance on Starting Date $4,000
Total Assets $33,000
Liabilities and Capital
Current Borrowing $0
Long-term Liabilities $10,000
Accounts Payable (Outstanding Bills) $0
Other Current Liabilities (interest-free) $0
Total Liabilities $10,000
Bob Smart $35,000
Other $0
Additional Investment Requirement $0
Total Planned Investment $35,000
Loss at Start-up (Start-up Expenses) ($11,000)
Total Capital $53,000
Total Capital and Liabilities $78,000
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Entrepreneurship
8. Financial Projections
The following is the financial plan for Smart’s Motorcycle Detailing. 8.1 Projected Profit and Loss
The following table and charts shows projected profit and loss for three years.
Student Workbook Page 28
Entrepreneurship
Pro Forma Profit and Loss
Year 1 Year 2 Year 3
Sales $235,000 $252,000 $271,000
Direct Cost of Sales $107,500 $117,000 $127,000
Other Production Expenses $0 $0 $0
Total Cost of Sales $107,500 $117,000 $127,000
Gross Margin $127,500 $135,000 $144,000
Gross Margin % 54.26% 53.57% 53.14%
Expenses
Payroll $69,600 $74,000 $79,000
Sales and Marketing and Other Expenses $6,000 $6,000 $6,000
Depreciation $4,284 $4,284 $4,284
Leased Equipment $0 $0 $0
Utilities $2,400 $2,400 $2,400
Insurance $0 $0 $0
Rent $15,600 $15,600 $15,600
Payroll Taxes $10,440 $11,100 $11,850
Other $0 $0 $0
Total Operating Expenses $108,324 $113,384 $119,134
Profit Before Interest and Taxes $19,176 $21,616 $24,866
EBITDA $23,460 $25,900 $29,150
Interest Expense $2,000 $2,000 $2,000
Taxes Incurred $5,153 $5,885 $6,860
Net Profit $12,023 $13,731 $16,006
Net Profit/Sales 5.12% 5.45% 5.91%
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Entrepreneurship
8.2 Projected Cash Flow The table and chart show the projected cash flow for three years.
Pro Forma Cash Flow
Cash Received Year 1 Year 2 Year 3
Cash Sales $94,000 $100,800 $108,400
Cash from Receivables $116,820 $149,451 $160,645
Subtotal Cash from Operations $210,820 $250,251 $269,045
Additional Cash Received
Sales of Other Current Assets $0 $0 $0
Sales of Long-term Assets $0 $0 $0
New Investment Received $0 $0 $0
Subtotal Cash Received $210,820 $250,251 $269,045
Expenditures from Operations Year 1 Year 2 Year 3
Cash Spending $69,600 $74,000 $79,000
Bill Payments $108,864 $153,470 $171,723
Subtotal Spent on Operations $178,464 $227,470 $250,723
Subtotal Cash Spent $178,464 $227,470 $250,723
Net Cash Flow $32,356 $22,780 $18,322
Cash Balance $36,356 $59,137 $77,459
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Entrepreneurship
8.3 Projected Balance Sheet The table shows the projected balance sheet for three years.
Pro Forma Balance Sheet
Year 1 Year 2 Year 3
Assets
Current Assets
Cash $36,356 $59,137 $77,459
Accounts Receivable $24,180 $25,929 $27,884
Inventory $10,550 $11,482 $12,464
Other Current Assets $0 $0 $0
Total Current Assets $71,086 $96,548 $117,806
Long-term Assets
Long-term Assets $15,000 $15,000 $15,000
Accumulated Depreciation $4,284 $8,568 $12,852
Total Long-term Assets $10,716 $6,432 $2,148
Total Assets $81,802 $102,980 $119,954
Liabilities and Capital Year 1 Year 2 Year 3
Current Liabilities
Accounts Payable $5,779 $13,226 $14,194
Current Borrowing $0 $0 $0
Other Current Liabilities $0 $0 $0
Subtotal Current Liabilities $5,779 $13,226 $14,194
Long-term Liabilities $20,000 $20,000 $20,000
Total Liabilities $25,779 $33,226 $34,194
Paid-in Capital $55,000 $55,000 $55,000
Retained Earnings ($11,000) $1,023 $14,754
Earnings $12,023 $13,731 $16,006
Total Capital $56,023 $69,754 $85,761
Total Liabilities and Capital $81,802 $102,980 $119,954
Net Worth $56,023 $69,754 $85,761