Brylin Professional Services-business Plan 4-12-10

8/9/2019 Brylin Professional Services-business Plan 4-12-10

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BRYLIN PROFESSIONAL SERVICES

LINDA PONTELL

EMBA10

APRIL 16, 2010

RACHAEL NAPEAR

ENTREPRENUERSHIP

MISSION


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Brylin Professional Services provides Experienced, Solution-Oriented Professional Educational Services to local

governments and police departments to assist them in understanding critical ever-changing regulations to avoid exposure

to risk and litigation.

MARKETING PLAN

We are involved in the business of professional education in the field of Alcoholic Beverage Control and Gaming Law.

The landscape we launch our business into is one of increasing government code enforcement and regulation and the

continuing education credit arena for municipal clerk office employees. Both law enforcement officials and municipal

clerk office employees require comprehensive ABC law education. They do however have different needs under the

banner of ABC education. We offer educational classes for Municipal clerks andtheir assistants for Continued

Educational Credits through the Department of local Government Services in the area of ABC and Gaming Law. We also

offer educational classes to police departments who are charged with processing ABC and gaming applications as well

as enforcement of state and local codes and ordinances. In addition, we offer Sexual Harassment Awareness Classes

for both targeted segments.

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Brylin Professional Services, an LLC will reach our targeted segments with the help of a website for the purpose of

delivering registration information regarding professional municipal educational services. Our site offers the source to

go to when considering professional government education. Municipal departments are increasingly involved in complex

application and enforcement procedures. As an approved vendor of educational services for CEU, we offer educational

classes through the NJ Department of Local Government Services, offering approved courses in Alcoholic Beverage

Control law and gaming regulatory education for clerks and their assistants. These classes will provide alcoholic

beverage control content and gaming law and offer CEUs to Municipal clerks and employees of their offices in NJ. We

also target New Jersey police departments who have an unmet need to educate their police officers in the complex area

of ABC law and enforcement, as well as local gaming regulations. This targeted group does not require CEUs.

As an approved DLGS CEU provider, we will promote our classes through their web site as well as the Municipal ClerksAssociation of NJ. The DLGS provides a link to our site, or our site information so clerks can register and/or pay for

scheduled classes. We take credit card and vouchers for payments. We reach our targeted segments by way of faxes, e-

mails and professional associations. Classes are featured on our website with opportunities to register and ask questions.

We are a womanowned LLC which gives us additional opportunities in expanding and selling our services.

COMPETITIVE ADVANTAGE

Our competitive advantage is our expertise in law enforcement, marketing and education. Existing competition has

offered courses in ABC and gaming law, however, they are not taught by law enforcement, marketing or educational

professionals. Often competitors will have no handouts or slides and speak without a plan or syllabus. At other times,

competitors have read the handout to the class on a very elementary and non-engaging level. We will differentiate our

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services by our expertise and class instruction quality. With Municipal clerks needing 20 CEUs every two years and at

least two in licensing; they are able to take up to seven more credits in any concentration. For police departments, the

only agency to provide ABC educational classes for the law enforcement community is the NJ State Division of Alcoholic

Beverage Control.

OVERCOMING DEFFICIENCIES

We will need to be an approved Division of Local Government Services vendor to reach the municipal clerk employeetargeted market. The application process is described on the website of the DLGS. Vendors desiring approval send in

the DLGS form with upcoming class information, content, date, time and place. They require lead time for approval,

approximately 2-5 weeks before the class is held for approval of vendor status. We require a website to be linked to their

site for customer access.

We have strong relationships in the NJ law enforcement arena and see this as a positive in launching our service. Public

relations and reaching local PD Chiefs will be the focus of our awareness drive.

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CV Partner Features


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Linda Pontell, 25 years in professional sales to the business sector. Former Municipal Elected official. Formally trained

teacher in course and syllabus design and business owner. Rutgers MBA, major in marketing, minor in finance.

Professional educator to business. Phd Educational class design at Rutgers to construct effective, informative and

interactive classes based on effective learning objectives.

Brian McGarry, 25 + years of expertise in NJ Law Enforcement, specializing in Alcohol Beverage Control Enforcement.

Outstanding professional in the field of solution driven products and customer service. Expert in all facets of Alcoholic

Beverage Control law including underage drinking, intoxicated patrons, industry standards of care, and regulatory

compliance issues. Experienced in retail distribution and consumption alcohol sales programs, as well as T.I.P.S certified

in Responsible Alcohol Sales by the TIPS Program, (www.gettips.com).

TARGET MARKET

1. Market ResearchTarget Segment 1: Municipal Clerks and their assistants

Target Segment 2: Law Enforcement Officers

Municipal clerks of NJ must engage in Continuing Education Credits throughout the year. Municipal clerks are the first

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members of a municipality to receive the application and are responsible for routing it to appropriate internal and external

offices for further review. We will reach them through the DLGS, e-mails and faxes. In addition, we target NJ Police
http://www.gettips.com/http://www.gettips.com/


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Departments who are responsible for administration and enforcement of ABC and gaming laws. This segment will not be

under the DLGS and will not provide CEUs. Local NJ police departments will be contacted through chiefs associations, e-

mails, faxes and other professional organizations. We will network with electeds to gain approval from the DLGS to

become an approved vendor of educational credits for CEUs.

Market Opportunity

ABC LAW:

In its capacity as the prosecutorial arm of the Division of ABC, the Bureau's objectives are to increase compliance with

applicable laws, protect the collection of taxes and maintain trade stability in the industry. The Bureau reviews reports of

violations by licensees of the ABC laws and regulations. Upon a determination of a violation, the Bureau institutesdisciplinary proceedings. The type of violation charged and penalty imposed is dependant upon the seriousness of the

violations by licensees can lead to suspension of license, monetary offers in lieu of suspension or revocation of license.

Less serious infractions especially when committed by first offenders are dealt with by monetary penalties and fines.

Local governments can add their own regulations above those of the state ABC, as long as they do not conflict with the

State ABC laws and regulations.

Essential to the State's control of the liquor industry is the concept that those who own liquor licenses are granted aprivilege to operate a business in the liquor industry and that this privilege may be forfeited for violations of the alcoholic

beverage law. Some recent campaigns from the NJ State Board of ABC regulation include: Combating Underage

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DrinkingDown the Shore, Enforcement and Public Awareness Programs to Prevent Underage Alcohol Use. Notice of

Proposed Rules: Amendments to the Solicitors Permit regulations and Proms and Alcohol Dont Mix, Sensible &

Effective Drunk Driving Solutions and Responsible Alcohol Sales and Underage Access Prevention.

According to Business.com

Even if you think you know about your local and state liquor licensing requirements, it pays to keep current with liquor

licensing news and trends because changes happen all the time. States can legislate caps on liquor licenses, remove

those caps, mandate no Sunday sales, and many other regulations due to public outcry and support, so keep current

Market Entrance

a. Barriers

Barriers to entry are low for Brylin Professional Services, with our firms ability to provide expertise and

access to police departments and municipal clerks and their assistants. We require a web site and approval

from the DLGS for CEUs for municipal clerks and their assistants.

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b. NicheEducational needs for Police and Municipal clerks and their assistants in the area of ABC and gaming law.

c. Entry Strategy

Enter market in fall 2010 with two ABC classes sponsored by the DLGS for CEU credits for Municipal clerks

and their assistants, also open to Police Departments who will not need the CEUs, but require

comprehensive educational training. The firm will offer two classes geared towards the specific enforcement

needs of law enforcement without CEUs.

Branding

High quality expertise educational classes for the municipal employees who must initially accept ABC

licensee applications and begin completion of paperwork to be processed to the State Division of ABC

enforcement.

High Quality law enforcement expertise for enforcement procedures and protocols.

The targeted consumer wants reliable, knowledgeable expert advice that can help them move through the

regulatory process quickly, and efficiently. They require an expert in ABC and Gaming law who can offersolution based advice to anticipate problems and issues and navigate through the increasingly difficult maze

of regulations governing these areas of licensing. Targeted segments want classes in attractive conference

rooms in convenient locations throughout north, central and south Jersey.

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POSITIONS VALUED BY CUSTOMERS

PRODUCT

Professional Education services that range from:

1.) Providing reliable, expert Continuing Education Credits through the Division of Local Government Services

throughout NJ at convenient locations to maximize attendance that include:Guidance in ABC license application process

Guidance in ABC license transfer or sales

Guidance in gaming regulations

Guidance in corporate structure changes

Sexual Harassment Awareness Classes

2. Providing knowledgeable, expert instruction in current regulations and enforcement in ABC law and Gaming law to

minimize violations and legal difficulties.

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Product Quality

Concise, professional education designed to impart current information, regulations and trends in ABC and Gaming law

that municipal clerks and police departments throughout NJ must administer and enforce. Interactive in design, our

classes will engage students in a hands on approach to understanding forms, regulations and ordinances for

comprehensive administration of the law and enforcement, designed to minimize the possibility of lawsuits.

PLACE (DISTRIBUTION)

NJ focused professional education company

Internet based service with interactive format and recommendations.

Home based business with office.

Classes offered in conference rooms at local hotels, banquet halls and meeting rooms for professional use and will be

scheduled from 9am to 12 noon. Sexual Harassment Classes will be brought to municipalities & held on their premises.

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Pricing Strategy and Policy

All funds are in US dollars ($US). We accept MC, Visa, money orders and business vouchers.

No refund will be offered on training Seminars after a seminar has been held. Participants who provide cancellation

notification in writing within 48 hours prior to the seminar will receive a full refund.

Classes will be offered for $99.00 per 2 to 3 hour session.

Database Marketing / Mining

We will join the League of Municipalities and the NJ Municipal Clerks Association.

We will use data lists for the contact information of police departments in NJ such as:

http://www.metrojersey.com/NJpolice.htm

Sales Promotion Strategy

Budget

$500 for faxing information to Police Departments and Municipal Clerks Offices.

Pay Pal for secure transactions on launch of website to expedite web design and payments.

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Advertising Strategy-

Twitter Account for real time updates on ABC laws and regulations, a place for potential clients to get info

and connect

Facebook Account for potential customers

Blog to discuss current trends in ABC and Gaming Law and upcoming classes

Public Relations/Networking

Register through the DLGS web link to our site for CEUs for municipal clerks employees.

Join:

Lions

Allentown Business Association

NJ League of Municipalities

The Municipal Clerks Association of NJ

PBA

NJ Police Chiefs Association

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BRYLIN PROFESSIONAL SERVICES

YourExpertSource for Government Education

MARKET OPPORTUNITY

Offering government educational services to Municipal clerks and their assistants and NJ Police

Department s across the state.

There currently exists 566 municipalities in NJ with an average of 1 clerk and 1 assistant clerk in each.

This gives us an immediate targeted segment of 1132 municipal clerks who require under NJ state law,

21 Continuing Education Credits every two years, 7 of which must be in licensing and 7 of which can be

in any area. There is an opportunity to offer quality expert ABC licensing law review classes, Sexual

Harassment Classes and Gaming Licensing Law classes to this population who must get the credits to

remain active employees in municipalities.

In addition, there are 500 Police departments in NJ all under the auspices of NJ ABC law and many with

additional enforcement with local ordinances. These Police Departments have a different need than

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those of the Municipal clerks and will therefore be an additional targeted segment. We will offer more

advanced classes in enforcement not just licensing regulations.

Clerks can generate a potential of $112,068.00 (1) in revenue, with two employees attending a class in a

one year period.

In addition, clerks must attend classes on gaming law and an additional $112,068.00 (2) can be

generated from this service.

Police departments have the potential of generating additional income. If we take the 500 Police

Departments and say that 3/4 of them have multiple ABC lisceses in their jurisdiction then we come to

375 departments that require and are often budgeted for training.

Police can generate $74,250.00 (3) if only one officer comes from 375 municipalities twice a year for

introduction and advanced training( two classes for the same officer).

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In addition, these same department need Sexual Harassment Training and this would be across all

employees. This would require training to be brought onsite and offered in shifts across the period of a

week. If just 20 police employees attend from 500 municipalities at $99.00 per class we have a

generation of $990,000. (4)

Additionally, police can attend gaming law classes and if just one officer came once a year from only 375

municipalities, although most municipalities have bingo and gaming laws. This would generate an

additional $74,250.00.(5)

Totals from aforementioned targeted segment projections:

$112,068.00 (1)

$112,068.00 (2)

$ 74,250.00 (3)

$990,000.00 (4)

+$ 74,250.00 (5)

$1,362,636.00 Total size of market

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ASSOCIATED BRYLINCONSULTING

YR 12012

YR 22013

YR 32014

TOTAL 3YRS

SALES REVENUES 56,000 85,000 140,000 280,000

EXPENSES

1. VARIABLE

a. Promotion 3000 5000 10000 18000

b. Professional 6000 8000 12000 26000

c. Travel, gas and tolls 5300 7700 10000 20000

d. Credit card commissions 1080 1720 2800 5600

e. Salary 3800 12200 15000 30000

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2. FIXED

a. Financial and legal fees 1100 1500 2800 5400

b. Insurance 600 800 1000 2400

c. Interest 960 960 960 2980

d. utilities 480 600 720 1800e. Telecommunications 2040 3060 4000 9100

TOTAL OPERATING EXPENSES(1+2) 24360 41,540 59,280 125,180

NET INCOME OPERATIONS (REV-EXP) 31640 43460 80720 155820

TAXES

a. Federal 8500 12,200 22300 43,000

b. State 200 250 550 1000

NET PROFITS AFTER TAXES 22940 30760 57870 111570

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FIXED COSTS

IN THOUSANDSPage18


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BRYLINPROFESSIONALSERVICES

CASH FLOW PROJECTIONSJANUARY FEB

MARCH

APRIL

MAY JUNE JULY

AUGUST SEPT OCT NOV DEC

CASH REVENUES $1,000$3,000 3000

4000

4000

4000

6000 6000

6000

6000

6000

6000

Revenue from ProductSales 0 0Revenue from ServiceSales $1,000

$3,000 3000

4000

4000

4000

6000 6000

6000

6000

6000

6000

TOTAL CASH REVENUES $1,000$3,000 3000

4000

4000

4000

6000 6000

6000

6000

6000

6000

CASH DISBURSEMENTS $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0Cash Payments to TradeSuppliers 60 60 60 60 60 60 60 60 60 60 60 60

Gas and tolls 200 200 400 500 500 500 500 500 500 500 500 500

Salaries and Wages 0 0 0 0 0 0 500 500 700 700 700 700

Promotion Expense Paid 200 200 200 200 200 200 300 300 300 300 300 300

Professional Fees Paid 500 500 500 500 500 500 500 500 500 500 500 500Rent/Mort Payments-interest 80 80 80 80 80 80 80 80 80 80 80 80

Insurance Paid 50 50 50 50 50 50 50 50 50 50 50 50TelecommunicationsPayments 170 170 170 170 170 170 170 170 170 170 170 170

Utilities Payments 40 40 40 40 40 40 40 40 40 40 40 40

TOTAL CASHDISBURSEMENTS 1200 1200 1500

1600

1600

1600

1900 1900

2100

2100

2100

2100

RECONCILIATION OF CASHFLOW -200 1800 1500

3400

3400

3400

3900 3900

3900

3900

3900

3900


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OPENING CASH BALANCE 1,000 800 2600410

0650

0890

011300 15400

19500

23400

27300

3E+05

ADD: TOTAL CASH REVENUES 1000 3000 3000400

0400

0400

0600

0 6000600

0600

0600

0600

0

DEDUCT: TOTAL CASHDISBURSEMENTS 1200 1200 1500

1600

1600

1600

1900 1900

2100

2100

2100

2100

CLOSING CASH BALANCE 800 2600 4100650

0890

011300

15400 19500

23400

27300

31200

35100

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Documents

Brylin Professional Services-business Plan 4-12-10