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Business StructureThe Business Define operates as a Business Structure for the following reasons:any business income will be taxed separately from personal income and partner Herb Oppenheimer will continue to work part-time as an accountant when the business first startsselling the business will be easier in the future if we become successfulthis structure enables us to be classed as employees for WorkCover purposes as some of the work in the store is physically demanding and risk of injury is highBusiness Define has also registered its trademark and the website http://businesse-define. over-blog. com in order to fully protect intellectual property. The exit strategy is to continue unless the business falls below our minimum targets for three consistent months.

At this point we will close and sell our assets. Management & OwnershipDirector – Micky Clarke Has extensive experience in retail. With a strong sales background, he has worked through the ranks of store assistant and manager, to retail store owner. He brings knowledge of the retail industry and has strong people skills. Director – Lara simpsonCombines experience as a former Australian road champion with strong accounting skills, having formerly run a small accounting firm. Will be involved in day-to-day running of the business, and act as key contact for manufacturers, companies and staff alike. Herb will undertake financial and partner management. StaffThere are currently six staff.

Two full-time, one permanent part-time and three casuals. All are trained in-house and combine excellent cycling knowledge with a passion for the cycling industry. Level of remuneration is in accordance with Federal awards. We have also implemented a staff bonus scheme which operates when the store hits set targets and budgets. Market Analysis Business Define has undertaken extensive customer and street surveys and has utilised information from IbisWorld retail statistics and figures.

According to IbisWorld, the leisure industry (which includes bicycles) will experience an average annualised increase of 3.7% over the next five years. This gives Business Define a strong platform for growth. Competitors have been consistently increasing profits from $276,000 in 2003 to $390,000 in 2007. Projected profit figures are $415,000 for 2008.

The Business Define main competitor has a 10-12% marketshare, while the rest are at or below 2% market share. Given Business Define will offer improved customer service and a broader range of stock in a prime location we aim to take at least 2% of the market share by the end of 2008.The CBD location has two distinct markets - business employees and university students. Product and ServiceAccessories. a wide variety of accessories are offered. Locks, computer speedometers, fenders, cargo racks, comfortable seats, headlights, helmets, water bottles, panniers/back packs/messenger bags, child seats and trailers, bicycle storage racks, and auto roof rack systems all fall into this category.

It is not possible to carry every accessory, so choice is based on which will be most useful or desired by our target markets. When special requests for a new item are received, we will order several to test the local demand, and if adequate, will add it to the regular stock. Clothing. Clothing appeals to all cyclists, whether it is a logo emblazoned t-shirt or a piece of waterproof rainwear. At Business Define, the clothing is rotated based on the seasons. Just before autumn is jackets and Gore-Tex while in winter we offer helmet covers and liners, insulated jerseys and pants, gloves, and shoe covers. When spring arrives summer tops, jerseys, and racing shorts are displayed.

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