P.E.T. Discoveries (PET or the
Company) is a concept for a retail
store that will focus on sales of
petrified wood, dinosaur bones and
other affordable artifacts. Our
store will satisfy an exploding
“Discovery Channel/Jurassic Park”
market. We call it Eco-Adventure;
an emerging market in the late
nineties, now turned full-blown with
shows “Survivor”, “Crocodile Hunter”
and “Walking With The Dinosaurs”.
It is now hip to be adventurous, and
along with it comes the
Fortunately, PET has a unique
connection with a wholesaler and
source of the artifacts to be sold.
Because of a “factory direct” type
connection for inventory, even a
reasonable retail price will be, at
minimum, 700% of cost. In polished
form, a $100 slab of petrified wood
can fetch $1,500+ retail. In raw
form, the same wood could carry a
price tag of $700+.
Our advantages over the competition
include the concept, service,
product and low cost of goods.
Ancillary items such as rocks,
fossils, meteorites, books, videos,
jewelry, etc will round out the
offerings. The store will have a
“Discovery” ambiance, with hands-on
being the rule. Also, daily rock
grinding sessions free to the
This Financial Statement is provided
to describe the plans set forth by
the Principles involved. PET wishes
to raise funds, through a promissory
note, to guarantee the projections
described in this plan.
Objectives are set in a realistic,
manner. The store will be humble,
but not small; Emphasis will be on
location and traffic exposure.
In the long-term, PET anticipates
growth in the form of creating
additional stores and locations.
management/ownership team consists
of J. Smith and A. Jones. Both have
countless years of business
ownership experience, local and
abroad. Each brings skills that are
invaluable to the Company including
sales, service and management. Both
will participate in day-to-day
operations, as well as all other
a retail store such as PET to be
successful, a solid marketing plan
is crucial. We have comprised a plan
to focus on advertising and public
Our advertising campaign will
newspapers will consist of a mix of
display and classified.
Internet site will sell items from
the store, but more importantly,
will aid in the access to our
newsletter. At no cost, we can have
an email newsletter sent to all of
our customers with information and
advertising. The root of this
campaign will be the collection of
emails from store patrons.
Mailers include card stacks and/or
booklets mailed according to
demographic/geographic groups. Cost
is reasonable for a targeted direct
appeal of cable television
advertising lies in the targeted
nature of the ads (i.e.: Discovery
Channel, Learning Channel) and cost.
We are awaiting a rate quote and
will be investigated in further
with other businesses encompasses
any flyers exchanged for display
from non-competing companies. Such
trades can be very lucrative in a
tourist area such as with a boat
rental company, etc.
Public relations will be very
important to achieving a high level
of exposure with very little capital
outlay. PET will donate artifacts
to schools and other family oriented
institutions, as well as conduct
free educational events. Publicity
will be in the form of radio,
television and local print.
PET is developing a field trip
program to accommodate local-area
elementary and pre-schools. We want
to present a comprehensive program
that enlightens and educates.
Experience shows the benefits of
such programs, far out-weigh the
Other plans include partnering with
a local, non-profit entity.
Primarily, we are seeking a
complimentary institution with the
intent to donate time, marketing and
proceeds of revenue.
Equipment needed for the store will
include grinding/polishing tools,
furniture, fixtures, signage and
other retail related items.
grinding and polishing tools are the
most important of all the
equipment. As shown in the “Revenue
Breakdown” attachment in this plan,
the profit potential for polished
items is substantial. Also, these
tools will be used to polish wood
during store hours, adding to its
have compiled projections as to the
viability of PET including two P&L
scenarios, Revenue Breakdown and Use
of Proceeds. The numbers are quite
promising based on conservative
Successful start-up can be
accomplished with less than
$20,000. The beginning capital will
cover lease, equipment, renovations,
inventory, etc. (see “Use of
Profit and loss projections are
shown in two separate scenarios:
“Low-Ball” and “Anticipated”.
“Anticipated” scenario shows sales
totals for the first year to be
$155,000, or $425.00/day. With an
average sale of $30.00 (not
including items offered in the
higher range), the store needs only
14 customers per day. These sales
figures are quite attainable, given
the demographics and demand for the
“Low-Ball” scenario accounts for 50%
of the “Anticipated” scenario.
will be kept to a minimum with no
employees, low fixed overhead and a
large mark-up potential. (See
“Projected P&L’s” and “Revenue
Principles of Petrified have
conducted due diligence as to the
viability of such a retail store.
To insure success, PET needs to
raise funds for operational and
plan to fund this operation involves
a note for $20,000. This note will
be guaranteed by inventory and
FF&E. PET will provide a return of
12% (a.p.r.), paid monthly, with a
$20,000 balloon payment due at
Services page for more on
financial projections, offering
memorandums, business plans, etc.