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Business Plan for Sonny Sport Nutrition
Allison Kliewer Sonny Sports Nutrition
4301 Broadway
San Antonio, TX 78209
210-846-7996
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I. Table of Contents
I. Table of Contents....................................................................................2
II. Executive Summary................................................................................3
III. General Company Description................................................................5
IV. Products and Services.............................................................................7
V. Marketing Plan........................................................................................8
VI. Operational Plan...................................................................................17
VII. Management and Organization.............................................................19
VIII. Financial Plan.......................................................................................21
IX. Breakeven Analysis.....................................................................................22
X. Personal Wealth....................................................................................22
XI. Balance Sheet & Cash Flow Statement................................................23
XII. References............................................................................................24
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II. Executive Summary
Sonny Sport Nutrition is the new face of sport nutrition. Sonny Sport
Nutrition (SSN) is individualized sport and performance nutrition offered
first hand to the athletes of the University of the Incarnate Word. The
athletes will have the capability to learn about nutrition and how it
individually pertains to specific sports, easily accessible on their own
campus. The University of the Incarnate Word is the perfect candidate to
begin sport nutrition services during their transition into a NCAA Division I
school. To compete at a Div I level, athletes and coaches must be
performing at an elite level. To recruit Div I prospects, UIW will have to
offer the students something unique that the individual finds important.
That’s where Sonny Sport Nutrition comes into play. SSN offers safe quality
nutritional advice to athletes in order for those athletes to excel in their
sport. There are few universities in the nation that offer their own sport
nutritionist; therefore, UIW can offer student-athletes something that other
schools cannot.
Nutrition plays an important role in sports that coaches and athletes
need to understand in order to perform to the best of their abilities. Menu
selection, healthy weight gain while maintaining performance, healthy
weight loss while maintaining performance, relationship with disease and
sport, eating disorders, the use of supplements and much more, are all of
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nutritional concern when competing at a colligate level. SSN will address
those issues along with many more to ensure the athlete is equipped with
the information they need to perform at the height of their ability.
Athletes will be encouraged to talk individually in full confidentiality to
the Registered Dietitian (RD), Board Certified Specialist in Sports Dietitian
(CSSD), License Dietitian (LD) to assess, monitor, educate and follow up
with any nutritional concerns. Administration, coaches, parents, and
athletes can be certain they are receiving credible, evidence-based nutrition
education.
Sonny Sport Nutrition will, but is not limited to, optimize in all of the
following areas;
Athlete recruitment and
retention
Enhance athletic
performance of athletes
Speed the recovery of
athletes following training,
competition, surgery, illness,
or injury
Develop nutrition strategies
to complement annual
preparation, competition,
and transition plans
Develop hydration schedules
for athletes
Assist in management of
body weight and body
composition
Educate athletes about
choosing storing, and
preparing food
Evaluate dietary
supplements and sport food
for efficacy, safety, and
quality
Provide nutrition counseling
to athletes who have medical
conditions including;
diabetes
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cardiovascular risk
factors
compromised bone
health
abnormal iron status
food allergies
gastrointestinal
problems such as
gluten sensitivity
Develop sports nutrition
policies and procedures or
nutrition programs
Provide a unique individual
approach to build
relationships with the
athletes
III. General Company Description
Sonny Sports Nutrition is a diet service offered to University of the
Incarnate Word athletes.
Mission Statement: To give university students-athletes the knowledge
they need, utilizing nutrition to perform to the best of their abilities.
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Company Goals and Objectives: Sonny Sports Nutrition has a goal to
have a healthy successful company that is a leader in sports nutrition,
customer service, and has a loyal custom following within 5 years. Sonny
Sports Nutrition will reach other universities in San Antonio and
surrounding areas as well as club athletics and school district University
Interscholastic League (UIL) teams within 10 years.
Objective: Customer satisfaction will be based on customer retention rate
and amount of clientele referrals.
Business Philosophy: It is important for young athletes to understand the
importance nutrition has on sports. Every athlete should be given equal
opportunity to learn and benefit from the understanding of food/fluid intake
and how the body uses it during activity.
Clientele: Athletes, coaches, training staff, and parents
Sonny Sports Nutrition is the only company offering nutrition
specialized to sports in the San Antonio area to university, and eventually
club and UIL athletes. Strengths will lie in the individualization given to
every athlete to succeed in the sport. As a former NCAA athlete in two
sports, and a former coach for the UIW swim team, insight from an athlete’s
perspective will be offered. Student-athletes face challenges that only other
athletes understand and Sonny Sports Nutrition will cater to athletes who
come with individual challenges. With an undergraduate and graduate
degree in dietetics and nutrition and with a completion of a dietetic
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internship with Baptist
Health System, here in San Antonio, Allison has a complete understanding
of nutrition and the norms of a south Texas diet. Allison has skills with
working with athletes, coaches, training staff, and administration as she has
worked closely with them for years.
The nutrition industry overall has become one that has had large
growth in recent years, due to the increased focus on obesity in the United
States. According to the U.S. Labor Statistics the median annual wage of
nutritionist and dietitians was $53,250, based off data taken from the year
2010. The data also includes forecasts, prospecting the growth of
employment in the nutrition/dietitian field to increase by as much as 20% in
the next 10 years. These statistics have also played a role in the
development of Sonny Sports Nutrition Profit (Loss) Pro Forma Statement
for the first three years of operation. Growth in the realm of nutritional
supplements has also become a concern for many athletes in the current
years. According to BCC Research Institute, supplement consumer spending
was predicted to grow to $2.5 billion in 2013 compared to the $1.5 spent in
2008. This is another issue Sonny Sports Nutrition is ready to address with
the athletes who might already take supplements, to understand their true
effects, and if they are necessary for their specific sports performance
nutritional needs.
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Sonny Sports Nutrition has chosen to operate as a Limited Liability
Corporation (LLC) due to the tax structure, so that profits will go directly to
Allison Kliewer as an individual. LLC is a cost effective startup compared to
a partnership, and there is no liability at the individual level. LLC has room
for unlimited growth which is what is in line with expectations.
IV. Products and Services
Services will be provided to athletes, coaches, training staff and
administration. Services will be sport specific dietary instructions as well as
individual instruction if desired. Menu planning, diet analysis, diet
education, carbohydrate loading, hydration, supplementation, disordered
eating, healthy weight gain, healthy weight loss, cafeteria food selection,
eating out food selection, alcohol consumption, timing, diet and disease,
and overall healthy dieting in regards to sports will be offered.
Advantage will be the strong relationship developed with the client: athletes
are eligible four years by NCAA creating enough time to develop true
relationships with athletes and understand their true needs which may or
may not happen on an individual clientele basis.
Disadvantage will be the initial risk involved in having only one client, while
SSN will be limited to the University of the Incarnate Word until future
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growth occurs.
Revenue will be in part a fixed cost through an agreement with UIW.
Service profits will be based on $75 per hour for 42 weeks at 20 chargeable
hours per week (based on weeks athletes are at school including preseason
and camps). Chargeable hours will be based on those hours spent with
athletes, either in individual (one on one) terms, or time spent lecturing
teams/coaches/teachers/faculty about nutrition.
V. Marketing Plan
There are no other sport specific nutrition companies in San Antonio that
offer similar services. This indicates marketing must be planned and
processed as an opportunity to develop a strong clientele base. UIW
student-athletes will receive services through the university, but to expand
Sonny Sports Nutrition as a company, other markets will need to be
reached.
Facebook, Twitter, and YouTube will be utilized as means for marketing, as
well as relying on word of mouth between current athletes/clients and
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future prospective clients. Previous relationships built with coaches, school
districts, and athletes will be used to grow Sonny Sport Nutrition. Alamo
Area Aquatics Association will be the first club recruited to offer services, as
Allison is a former member and has good relationship with the Board of
Directors and Many of the coaches.
Facebook: Clients will be encouraged to “friend” Sonny Sport Nutrition on
Facebook to expand general public knowledge of services being offered
while being encouraged to “like” the SSN Facebook homepage. Weekly diet
tips will be offered for those who become “friends”.
Twitter: Clients will be encouraged to follow Sonny Sports Nutrition to
increase general public awareness. Weekly diet tips will be offered for those
followers as well.
YouTube: Videos of services will be available online through Facebook so
that a greater understanding of the services can be viewed.
Product
Customers/athletes will be offered diet education and how it pertains
to their specific sport, menu plans for when athlete is home or traveling,
diet analysis, healthy ways to gain weight while not altering performance,
healthy ways to lose weight while not altering performance, menu for game
day, menu for two-a-days, menu for off season, preseason, and in season,
facts about hydration, facts about supplements, facts on carbohydrate
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lading, facts about alcohol and how it effects performance, diet for speedy
recovery regarding illness, surgery, competition, training, or injury,
disordered eating, guidelines for managing disease and sport, and
individual attention will be available.
Features and Benefits
Diet Education in regard to specific sport:
It is important for athletes to understand the importance of nutrition and
how it can positively or negatively affect their performance in sports.
Many athletes do not receive proper education or diet primarily off of
what their coaches tell them which can be misleading information. That
is why proper education is necessary in this population.
Menu plans:
Athletes benefit from menu plans because they often have to eat over
the caloric range of most individuals and caloric needs can be difficult to
meet when choosing healthy foods. Therefore, a menu can aid an athlete
when choosing what foods to eat.
Menu during travel:
Many teams are on strict limited budgets which do not allow the
athletes to eat the most nutrient dense meals. Many teams only have
enough money to stop at fast food restaurants during travel. It is
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important for the athletes to know what menu items are the best in
terms of nutrition.
Diet Analysis:
Athletes will benefit from knowing the nutrient profiles of their intake,
and allow a better understanding of any dietary changes that are
recommended.
Gaining Weight:
Some athletic populations benefit from weight gain, and a healthy plan
to gain weight while not altering performance in sport is of much
benefit.
Losing Weight:
Some athletic populations benefit from losing weight and a healthy plan
to lose weight while not altering performance in sport is of much
benefit.
Game Day Menu:
Game day meals differ from normal training meals and athletes will
benefit from knowing what to eat and what not to eat on game day in
order to maximize nutrition and performance.
Two-Day-Menu:
Athletes who participate in two-a-days will most likely have increased
nutrient needs and an understanding of what foods to choose for fast
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recovery and what foods to avoid are useful for the athletes.
Off Season Menu:
A sport specific menu altered to an individual to meet their off season
goals whether it be weight maintenance, weight loss, to build lean
muscle mass or any other nutritionally applicable goal.
Preseason Menu:
A sport specific menu altered to an individual to meet preseason goals
regarding weight, muscle mass or any other nutritionally applicable
goals.
In-Season Menu:
In season menus to insure and individual is meeting their estimated
needs as an athlete and that their performance is not altered by any
nutritional deficiency.
Hydration:
Hydration will be emphasized with every athlete as it is important for
the athlete to regulate fluid intake in order to avoid over and under-
hydration in order to perform at the best of their abilities.
Supplementation:
The truth about supplements will be an educational topic to discuss with
those individual to whom it applies.
Carbohydrate Loading:
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Proper carbohydrate loading will be given for those individuals and
teams participating in an endurance event: a list of foods to consume
while loading and foods to avoid, as well as proper timing of the load will
be offered.
Alcohol:
The use of alcohol and how it affects performance will be discussed with
every athlete and individual attention will be given when appropriate.
Diet with Illness, Surgery, and Disease:
An athlete whose need fall under illness, recovering from surgery, or
disease will be addressed as the problems may come apparent. Nutrition
will be focused on a speedy recovery time.
Competition Day Nutrition:
Nutrition for competition day will be provided with guidelines for what
each athlete should be consuming. When teams are traveling,
restaurants within budget will be suggested along with the best menu
items for competition. RD will work closely with coaches on this to plan
out when and where to stop along their travel.
Training Nutrition:
Nutrition during training will be the primary focus with most athletes
and any specific concern an athlete might have related to nutrition will
be addressed personally.
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Disordered Eating:
Disordered eating will be addressed with those athletes who chose to
communicate the problem with the RD. Confidentiality will be kept
between the athlete and the RD. Coaches will not be reported to.
Follow Up:
Athletes with need of special attention will be followed throughout the
year to assess and provide additional education or monitoring when
necessary.
Timing of Meals:
Timing of meals is important for athletes so that they can get the most
energy from their meals at the proper time in regards to competition,
training, and recovery.
Customers
Age: >18 years
Gender: Male and Female
Location: University of the Incarnate Word
Income level: < $6,000
Social class and occupation: Student-athletes currently participating in a
sport team at UIW
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Education: High school diploma at minimum, currently taking
undergraduate courses
For business customers/athletes, SSN demographics:
Industry: Healthcare in Nutrition services
Location: University of the Incarnate Word Campus
Size of firm: One Employee
Competition
Karrie Itz-Thopson
Nutrition/Dietitian, RD, CSSD, LD
Office:
Nutrition for Life
105 Willim
San Antonio, Texas 78209
Style/Type: Consultant Dietitian
Treatment Techniques:
Counseling
Menu Planning
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Nutrition Education
Sports Performance Nutrition
Finances: Unknown
Average Cost (per session): $80-$100
Sliding Scale: No
Qualifications:
Years in Practice: 5 years
License in Texas
Specialties:
Eating Disorders
Sports Medicine
General:
Diet and Nutrition
Pediatric/ Healthy Kids
Weight Management
Wellness/Healing/ Prevention
Client Focus:
Gender: All
Sonny Sports Nutrition will offer services for $75 per session which is
well under the competitions rate. A wide variety and of services will be
offered that exceed the competitions services offered. Other consulting
dietitians will be competing for the general public, but they do not offer
specialties in sports nutrition.
Indirect competitors will be online sites including any information on
nutrition or sport nutrition/supplements, nutrition or supplement shops,
sport magazines, and any misinformation given by coaches, parents, fellow
athletes, or other verbal means.
Refer to Table 1 for competitive analysis.
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Table 1: Competitive Analysis
Sonny Sport Nutrition
Strength Weakness
Consultant DietitianKarrie Itz-ThopsonNutrition/Dietitian,
RD, CSSD, LD
Perceived importance to
customer(1=critical, 5=not very important0
Services
Nutrition education,
assessment, monitoring
X Diet and NutritionPediatric/ Healthy
KidsWeight Management
Wellness/Healing/ Prevention
1
Price
Fixed cost +$75/session
X(could draw in customers and increase sales)
X(will not make as big a profit and market value
might be lower than
competitors)
$80-$100Per session
1
Expertise
General Sports Nutrition
X(Specialized market and increases
reputation)
Eating DisordersSports MedicineSports Nutrition
1
Location
University of the Incarnate Word
campus4301 BroadwaySan Antonio TX
78209
XEasy access for
athletes and coaches on campus and
centralized in San Antonio for easy
commute
105 WillimSan Antonio, Texas
78209
2
Clientele UIW AthletesOther athletes in the community
XProvides
individualization to the
XLimits clientele
and future
All 4
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seeking nutritional support
Male and Female
NCAA and club athlete potential sales growth
Company or
Affiliation
University of the Incarnate Word
XAs UIW is
transitioning into DIV I school, it is well
known in San Antonio and is growing in
population
Health for Life 3
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Competitive advantages include services individualized to a student-
athlete population. Menu plans when athlete is home or traveling, diet
analysis, healthy ways to gain weight while not altering performance,
healthy ways to lose weight while not altering performance, menu for game
day, menu for two-a-days, menu for off season, preseason, and in season,
facts about hydration, facts about supplements, facts on carbohydrate
loading, facts about alcohol and how it effects performance, diet for speedy
recovery regarding illness, surgery, competition, training, or injury,
guidelines for managing disease and sport are services that give SSN an
advantage over the competitor that only offers limited services. A
background as an NCAA duel athlete and a former UIW coach provides
insight and understanding to an athlete’s life concerning eating patterns,
social norms, and the demand of sport.
Niche
Sonny Sport Nutrition is a unique company that offers services for
athletes and individuals wanting to excel in their sport. Athletes are subject
to many industries and services that offer ways to advance physically in
order to succeed in sports. Therefore, athletes need to be informed about
proper nutrition from an RD and CSSD who specialize and provide safe,
effective, evidence-based nutrition services for health fitness, and athletic
performance.
Strategy
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Sonny Sport Nutrition will gather public interest through the use of
Facebook, YouTube, and Twitter. Accounts will be set up to inform potential
clients about the services offered through Sonny Sport Nutrition
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VI. Operational Plan
Production
Production techniques: Sonny Sport Nutrition will work closely with
coaching staff and school administration to set up nutrition education
presentations. Coaches can contact SSN to set up individual meetings
for additional support such as travel menus. Athletes will be able to
contact SSN on an individual basis whenever they feel the need. Other
administration and parents will be encouraged to become involved if
they would like nutritional education as well. Monthly meetings with
all student athletes will be voluntary and focus on different nutritional
topics.
Quality control: All personal information discussed with any client will
be kept confidential in alignment with HIPPA guidelines. All personal
information will be kept on a password locked computer that will
remain on UIW campus in a locked office or in a locked file cabinet
located on the UIW campus that only the Allison will have access to.
Customer service: Service will be offered to all teams. Coaches must
set up a time to meet for nutrition education. Any other service
offered will be worked out between SSN, coaches, and the athlete’s
schedule. Each client will be treated with respect and individualized
treatment/education will be the primary focus.
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Location
Access: SSN office will be located on the UIW campus easily accessible to
all student-athletes, coaches, and administration.
Business Hours: 9am-12pm Monday- Friday and SSN will be on campus for
scheduled meetings. (Individual meetings must be scheduled in advance via
email or telephone).
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VII. Management and Organization
Allison Kliewer will manage business on a day-to-day basis. As a former
NCAA dual athlete and UIW coach, Allison will bring experience to Sonny
Sport Nutrition and with her competitive edge, will drive the business
forward. Allison will plan to run the business by herself for the first five
years. If the business grows as anticipated, more RDs and CSSDs will be
employed so that the number of clientele will continue to grow with the
same amount of individualization given.
Allison will be the only employee so no organizational chart is needed for
the first five years. Figure 1 shows the hierarchy after the fifth year. As
Allison is the owner of the company, there is no plan to continue the
business if something happens so that Allison must resign.
Figure 1: Organizational Chart after the fifth year.
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Contingency Plan:
There is $2500 per year for any unexpected expenses that might occur. The
money is set aside for the possibility of economic effects on the industry and
the likelihood that work demand could be low, or that nutrition would not
be an important enough role in UIW athletic department to meet original
revenue targets.
Professional and Advisory Support
Accountant: Sean Reeves, CPA
Attorney: Zack Hoffman, J.D.
Allison KliewerOwner and head of all buisness transactions.
Will be permanent RD, CSSD, LD, of University of the Incarnate Word
RD, CSSD, LDWill be added after the fifth year if
needed to aid with club level atheltes only. Will begin with part-time
posistion.
RD, CSSD, LDWill be added after fifth year if
indicated by the number of clientele and will fill in
whereever neccessary with club level athletes. Will begin as pool
posistion.
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VIII. Financial Plan
Sonny Sports NutritionPro Forma
BudgetYear 1 Year 2 Year 3
RevenueFixed 20,000 20,000 20,000 Price ($75 per hour x 20hrs x 42 weeks) 63,000 63,000 63,000
Total Revenue 83,000 83,000 83,000
ExpensesStart Up Costs 565
Registered Dietitian 108 90 Licensed Dietitian 119 48 48 Certified Specialist Sports Dietitian 300
License (Based off app fee and annual fee 527 48 138 Office Rent 10,000 10,000 10,000 Insurance 3,000 3,000 3,000 Overhead 5,000 5,000 5,000 Interest Expense 257 170 49 Supplies 4,000 4,000 4,000 Continuing Education (CPE Costs, includes travel) 1,000 1,000 1,000 Marketing 5,000 5,000 5,000 Contingencies 2,500 2,500 2,500
Total Expenses 31,849 30,718 30,687
Profit (Loss) 51,151 52,283 52,313
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IX. Breakeven Analysis & Personal Net Worth
Sonny Sports NutritionBreakeven Analysis
Fixed Income 20,000
Fixed Costs 31,849
Breakeven Analysis ($) 11,849
Revenue Per Hour 75
Breakeven Analysis (Hours) 157.990667
Note: No variable costs were identified in estimation of P&L, therefore, Breakeven Analysis will only include fixed costs. 0 50 100 150 200 250 300 350 400 450 500 550 600 650 700
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
Breakeven Analysis
Sonny Sports NutritionPersonal Net Worth
Assets Liabilities TotalCash (in bank) 3,000 Accounts Payable 1,000 Savings 3,082 Notes Payable 2,581 Other 1,700
Total Assets 7,782 Total Liabilities 3,581 Net Worth 4,201
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X. Balance Sheet & Cash Flow Statement
Sonny Sports NutritionBalance Sheet
Year 1 Beginning Balance SheetAssets Liabilities
Cash 5,000 Notes Payables 5,000 Accounts Receivable 4,150 Interest Payable 476 Prepaid Items 527
Total Liabilities 5,476
Equity (Net Worth) 4,201
Total Assets 9,677 Total 9,677
Sonny Sports NutritionCash Flow Statement (Year 1)
Cash Flow from Operating ActivitiesCash Receipts 78,850 Expenses (31,849)Increase in Accounts Payable (4,150)
Net Cash Flow from Operating Activities 42,851
Cash Flow from Financing ActivitiesInterest expense (257)
Net Cash Flow from Financing Activities (257)
End Cash 42,593 Beginning Cash -
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XI. References
Dietitians and Nutritionists : Occupational Outlook Handbook : U.S. Bureau
of Labor Statistics.
(n.d.). U.S. Bureau of Labor Statistics. Retrieved from
http://www.bls.gov/ooh/Healthcare/Dietitians-and-nutritionists.htm
FOD043A - Sports Nutrition and High Energy Supplements: The Global
Market. (n.d.).Market
Research Reports, Industry Analysis, Custom Research, Drug
Development Information, Newsletters and
Conferences. Retrieved from http://www.bccresearch.com/report/sports-
nutrition-energy-
supplements-fod043a.html