Escolar Documentos
Profissional Documentos
Cultura Documentos
Gabriella Hert
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Executive Summary
Mission Statement
HOODZ strives to provide the best service to clients, all while supporting a culture of training
and dedication. With extensive kitchen exhaust training, HOODZ ensures a professional kitchen
exhaust cleaning up to national and local regulations, providing facilities with what they deserve.
Company Description
HOODZ International is a national kitchen exhaust cleaning franchise, owned by the BELFOR
franchise group. HOODZ benefits from the backing of BELFOR International, an internationally
known and respected property restoration entity. HOODZ has an experienced and trained staff
that provides a professional clean to keep businesses’ kitchens and facilities in top operating
condition while in compliance with National Fire Protection Association (NFPA) Standard-96,
IKECA ANSI C-10 Standard, as well as local jurisdictional requirements. What makes HOODZ
unique is that our technicians provide a customized cleaning plan to fit clients’ specific needs.
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Target Market
The target market will consist of various restaurants, schools, hospitals, nursing homes, malls,
airports, and hotels of the Northeast Florida area such as; Jacksonville, Orange Park, St.
Competitive Advantages
Unlike most kitchen exhaust cleaners, HOODZ International is a part of a national franchise
organization specialized in cleaning complex hoods systems. All HOODZ technicians are trained
HOODZ provides picture job reports, insurance, workers’ compensation, professional training to
technicians, and has a strong reputation of providing a quality clean every time.
Management Team
In the first year of operations, the HOODZ team of Jacksonville will consist of the owner, a lead
technician, and a spray technician. The lead and spray technicians will work together on a single
HOODZ box truck. The following year, the franchise will purchase another operating truck as
the number of jobs increase. Another team of lead and spray technicians will be hired to work the
second box truck, along with an operations manager to oversee all measures of quality control. In
the third year of operations, there will be a general manager responsible for all day-to-day
Business Resources
Major operating equipment such as pressure washers, hot water burners, ladders, equipment
wear, and tools are all provided in the purchase of the HOODZ box truck. The HOODZ box
truck is purchased through HOODZ for $80,000 and will be paid off over the course of several
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years at $881 per month. All supplies and equipment needed to run the business is purchased
Location
The new HOODZ franchise will be located in the heart of Jacksonville, Florida, at 4349 St
Augustine Rd, 32257 and will cover the Northeast Florida territory. All day-to-day business will
rented out for $60 per month during the first year of operations to store the HOODZ box truck
and supplies. The size of the facility used for storage and the cost of rent will increase as revenue
Financial Plan
$120,000. Using own personal savings, $80,000 will be used to make a down payment for the
initial franchise investment. The other $40,000 will be obtained by taking out a 5 year loan
through HOODZ International financing terms and agreement. For a loan term of 5 years at 8%
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Business History, Background, and Objectives
Company Description
HOODZ International is passionate about providing the best possible service to clients. HOODZ
supports a culture of training by providing our technicians with a state of the art training facility
in which to learn the art of kitchen exhaust cleaning. Commercial kitchens, such as restaurants
and food establishments, are required to have their kitchen exhausts cleaned to prevent health
issues and fires resulting from a build-up of grease. Providing facilities across the world with
general assessments of their exhaust systems, complete kitchen exhaust cleaning service
programs, rooftop grease containment systems, conveyor oven cleaning services, and other
service plans and products to keep clients’ kitchens in top operating condition, HOODZ ensures
a professional clean every time. HOODZ provides cleaning in compliance with the National Fire
Protection Association (NFPA) Standard-96, IKECA ANSI C-10 Standard, as well as clients’
local jurisdictional requirements. HOODZ offers the highest level of training, specialized
equipment, and support in the kitchen exhaust cleaning industry. Additionally, HOODZ supports
Average ~$141,00 in revenue after first year Increase number of box trucks and employees
of operations
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Major Achievements
Since HOODZ began franchising in 2009, it has become one of the fastest growing franchises in
the United States. The company is the largest and most reputable network of professional kitchen
Exhaust Cleaning Association (IKECA). IKECA is the first trade association for the kitchen
exhaust cleaning industry and its members represent the best in the industry. Currently, HOODZ
has over 100 offices, reaching thousands of kitchens and business across the world.
Challenges/ Obstacles
While the NFPA requires code compliance in commercial kitchens, many customers avoid
compliance requirements. This can make repeat scheduling of service difficult when customers
do not abide by NFPA code and schedule cleaning when required. Not only is this overdue build-
up of grease dangerous for the technicians cleaning it, but it can put a community in danger if
left unchecked/ uncleaned. In addition, the kitchen exhaust cleaning industry attracts short-term
employees, making it difficult to retain employees. Each new hired technician is required to go
Recent Changes
Recently, there has been an update of NFPA-96 codes that HOODZ must abide by. Other than
new regulations, the kitchen exhaust cleaning industry is a relatively steady, increasing market.
There have been no recent changes in management or structure. However, HOODZ is a franchise
that has the ability to easily adapt and provide a variety of options to any changes or
circumstances.
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Business Environment
The HOODZ franchise will be located in the heart of Jacksonville, Florida. The city is a large
commercial and financial center located along the northern coast of Florida. Jacksonville is
growing twice as fast as the rest of the nation, ranked #7 Best City for Job Seekers by Money,
and is a hotspot for companies seeking skilled talent. Just within the past 6 years, Florida’s
population has grown by almost 2 million people. Economically, Jacksonville is thriving. Future
job growth within the next ten years is expected to be 39.21%. According to the Bureau of
Economic Analysis, from 2010 to 2017 consumers in Florida have increased their spending on
services by over $100,000, making the variety of services that HOODZ offers all the more
desirable. Florida’s tax environment is favorable for businesses; Florida has no corporate
franchise tax, no state personal income tax, and no taxes on inventories. The tax rates in Florida
are among the lowest in the United States. Having one of the most diversified industry bases in
Florida, the economy of Jacksonville is more resilient to any ups and downs. Geographically,
Jacksonville expands 875 square miles, making the city the largest in the continental United
given the jurisdiction over all of Northeast Florida. Due to the increase in population and jobs in
the Northeast Florida area, HOODZ of Jacksonville is located in a prime business market.
HOODZ offers a variety of commercial kitchen cleaning services ranging from inside the kitchen
to outside of the facility such as: concrete restoration and cleaning, grease trap and dumpster area
cleaning, exhaust fan hinge kit installation, fan access panel installation, grease containment
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systems and services, kitchen exhaust cleaning, kitchen hood cleaning, kitchen floor and
equipment cleaning, pressure washing cleaning, soak tank service program, and vent hood
cleaning services. Qualified professionals are trained/certified to inspect and service kitchen
exhaust systems at HOODZ’s state of the art training facility, providing a cleaning that in in
compliance with national and local regulations. Local office representatives at each HOODZ
franchise help create a customized cleaning program to fit clients’ specific and unique needs.
Commercial oven cleaning is a service planned on being offered in the future. This type of
cleaning would be exclusively for large kitchen ovens, such as pizza ovens. Commercial oven
cleaning will require an extensive process designed to ensure the maximum life expectancy and
efficiency of customers’ ovens. HOODZ has developed customer relationships through the
expertise of kitchen exhaust cleaning and plans to leverage these relationships with perimeter/
outside building cleaning such as dumpster area and pressure washing cleaning. In addition,
HOODZ has plans to set a new filter exchange program in place. Customers can eliminate the
need for their staff to be responsible for cleaning grease filters weekly; instead a HOODZ spray
technician will come and replace the dirty grease filters with clean ones on a weekly basis.
Present Market
The present market consists of three major types of business; independents, regional chains, and
national chains. Independents are composed of small business owners such as small family
restaurants. Regional chains are typically fast food restaurants in which many cases one customer
can own multiple locations, or places such as schools or nursing homes. National chains largely
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consist of fast food chains. Regional markets in which clients own multiple locations are crucial
to business due to the opportunity to acquire multiple jobs sites through one client. Whether it be
a food chain or a school system, regional chains prove vital to the HOODZ business.
Growth Potential
Commercial kitchen hood cleaning is required for restaurants, schools, hospitals, nursing homes,
malls, hotels, and airports, providing a wide range of potential customers. The kitchen exhaust
cleaning industry continues to grow due to the growth in number of restaurants. The National
Restaurant Association (NRA) projects the restaurant industry will grow to $799 billion in
revenues in the next year, up 4.3 percent from the previous year. In 2017 restaurant sales were
the greatest in the state of Florida (higher than 6.2% of the national average). Jacksonville,
Florida has experienced substantial growth into the late twentieth and early twenty-first centuries
and only continues to grow. There are over 3,000 restaurants, 800 schools, 10 hospitals, 130
nursing homes, 60 shopping malls, 70 hotels, and 4 airports in Jacksonville. The growth that
Florida’s restaurants and Jacksonville is experiencing is ideal for the growth of HOODZ. Most
restaurants need their kitchen exhaust systems cleaned once every 3-4 months (the national
average is 3.2 times per year). This growth and need for kitchen exhaust cleaning in the
restaurant industry means that there is opportunity for reoccurring revenue. Since the NFPA
(National Fire Protection Association) requires that kitchen exhaust systems must be maintained
up to required code, this allows for repeat business as well as multi-task jobs. Multi-task jobs can
include multiple services provided such as exterior building cleaning, roof cleaning, sidewalk
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NFPA 96 Kitchen Exhaust Cleaning Schedule Requirements
While HOODZ offers a variety of products and services, a majority of sales comes from hood
cleaning. Services such as concrete restoration/ cleaning, grease trap and dumpster area cleaning,
kitchen floor and equipment cleaning, and pressure washing cleaning are priced accordingly
upon inspection. Hood cleaning and additional services/products are priced as following:
Specialized
Soak Tank Service
Cleaning:
Program:
Estimated $145 per
$145 per month
hour
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Seasonal Factors
During the winter, the beaches and tourist areas around Northeast Florida tend to slow down due
to the cooler temperatures and decease of tourism. However, this does not greatly affect
HOODZ, only the restaurants that it conducts business with. In the North, HOODZ franchises
may face challenges with the weather or cool temperatures and may be out of business
sometimes months at a time. When temperatures become too low, the water from the pressure
washer freezes. Based in Northeast Florida, this HOODZ franchise will not face such challenges
Competition
Primary Competitors
HOODZ’s local competitors in the Northeast Florida area consist of companies such as Florida
Hood Cleaning, AAA-Hood Cleaning, and Crenshaw Hood Cleaning. HOODZ also faces
competitors from commercial services within the region and on a national scale from companies
such as Dunwal. Dunwal, however, is a contracting company and consists of individual, existing
kitchen exhaust cleaning companies and has no control over protocols or standards within these
companies. Customers prefer HOODZ due to its compliance to national and local regulations,
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Competitive Advantages
Being the largest network of kitchen exhaust cleaners with more than 15+ years of experience,
HOODZ has a significant advantage over other kitchen exhaust cleaning businesses. Unlike most
specialized in cleaning complex hoods systems that can act as a support organization if needed.
All HOODZ technicians are trained in compliance to NFPA 96 standards, which gives HOODZ
a huge competitive advantage over the competition. Although HOODZ is a national franchise,
franchises are locally owned, each with their own territory. When a franchiser purchases a
HOODZ franchise, they are guaranteed their own territory in which they can operate business.
There can be no competition between two separate HOODZ franchises, due to territory
restrictions. HOODZ provides customers with advanced techniques and inspections, while
paying careful attention to detail, that are proven to protect and restore commercial kitchens.
Unlike most in the industry, HOODZ offers roof-top to kitchen-top cleaning. The average
kitchen exhaust cleaners don’t provide a full clean, don’t take before and after job report
pictures, are not trained or certified, not insured or provide worker’s compensation, and are
difficult to contact. The HOODZ picture perfect standard is unique and gives a competitive edge
over the competition. Technicians at HOODZ always document their work, provide digital
pictures on the job, and create a verification report that is provided to the customer and kept on
file. HOODZ provides all of these qualities while maintaining a strong reputation of providing a
Competitive Disadvantages
While HOODZ is a national franchise, the company may be less established as other kitchen
exhaust cleaning businesses in the area upon establishing a new franchise. As operations
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progress, the HOODZ franchise will become more established and develop a strong reputation.
However, because HOODZ is such a large national franchise some customers may prefer to stick
Marketing Plan
Target Market
The target market will consist of various regions of the Northeast Florida area such as; Jacksonville,
Orange Park, St. Augustine, Fernandina, Amelia Island, Palm Coast, and Daytona Beach. Restaurants,
schools, hospitals, nursing homes, malls, airports, and hotels will all be targeted. The target
All HOODZ franchisees are given an initial package by HOODZ International containing
advertising material. In the initial package, there is an initial marketing allowance of $250 that
must be used within the first 60 days of completion of training or the start of operations.
Quarterly mailings promoting HOODZ are required by HOODZ International to be sent out to at
least 1,600 locations within the franchise territory. Only approved advertising techniques and
submitted for review. Marketing techniques involve the use of certain items, such as trucks, yard
signs, and stickers referencing HOODZ. As part of local marketing, a telephone number
dedicated to the HOODZ business is acquired and maintained. Mediums such as T.V.,
magazines, and ads are not utilized (or to a very small extent) due to the industry having such a
small target market of customers. HOODZ conducts business with facilities containing
commercial kitchens and exhaust systems, most of which does not apply to the general public.
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The return rate on the investments of such advertisement would not be significant. Mailings have
proven to be the most effective method of advertisement since the company first started
franchising in 2009.
For every HOODZ franchise, at least 1% of quarterly gross sales are to be contributed to the
National Marketing Fund. National Marketing Fund contributions are used to develop, produce
and distribute national, regional and/or local advertising and to create public relations programs
which promote the services offered by HOODZ franchisees. The National Marketing Fund
contributes to the future overall success of the franchise, benefitting all franchisees.
Management Team
One full-time experienced service technician must be employed to assist performing the actual
commercial exhaust hood and oven system cleaning services. In the first year of operations, the
HOODZ team of Jacksonville, Fl will consist of the franchise owner, a lead technician, and a
spray technician. The lead and spray technicians will work on a single HOODZ box truck
together and conduct all jobs together. The following year, the company will expand to have two
operating box trucks, hiring an additional lead and spray technician to work the second truck,
along with the addition of an operations manager to oversee all measures of quality control and
technicians. In the third year of operations, there will be a general manager responsible for all
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Development of Management Team
HOODZ training facility in Ann Arbor, Michigan upon the start of business or employment.
There, lead technicians and franchise owners or provided with a state of the art training facility
in which they are taught the tools and procedures required to provide a professional cleaning.
Spray technicians and general managers have the option to train at the HOODZ training facility,
In the event that a technician cannot perform, the business owner can take over (in the first year
of operations). The business owner is trained up to NFPA 96 standards and can perform a job if
ever in the need of a technician replacement. By the second year of operations, there will be an
additional operating box truck with another team of lead and spray technicians and a new
operations manager that can perform the job. Following the first year of operations and the
addition of another team of technicians and an operations manager, the owner will no longer
have to work on the job in a time of need. The responsibility will then fall to the operations
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manager in the case that a lead technician or spray technician is unavailable or unable to perform
the job.
In the first year of operations, the HOODZ team will consist of just two technicians; one lead
technician and one spray technician. After the first year of operations, revenue and client base
will grow and an additional team of technicians (one lead and one spray technician) will be
needed to keep up with the number of jobs. In the second year of operations, there will be two
operating box trucks with four technicians working. An operations manager will be hired during
the second year of operations to insure that everything is running smoothly and will maintain a
level of responsibility over the four technicians and ensure there is a measure of quality control
being provided. The following year, a general manager will be needed to run the business and
take care of day-to-day operations. By this point, the company wills enough jobs and a large
enough client base for a general manager to take over the business.
Business Resources
Major operating equipment such as pressure washers, hot water burners, ladders, equipment
wear, and tools are all provided in the purchase of the HOODZ box truck. The HOODZ box
truck will be purchased through HOODZ International and is estimated to have a value of
$80,000. The box truck will be paid off over the course of several years with payments of $881
each month. For every $300,000 in revenue (about 500 cleans per year), a new HOODZ box
truck must be purchased to provide new technicians the equipment they need to ensure a
professional clean. Because the purchase of the box truck comes suited with all other material
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and equipment needed to carry out jobs the only other operating equipment needed is a computer
to conduct day-to-day business, which can easily be conducted from a residential/home office.
All supplies and equipment needed to run the business is provided by HOODZ Depot (owned by
HOODZ International) and Lowes, through which HOODZ International has a national account.
The franchise will be located in the heart of Jacksonville, Florida, working out of an industrial
warehouse. Day-to-day business will be conducted at a fully dedicated residential/ home office.
All trucks and equipment will be housed and kept in the industrial warehouse located at 4349 St
Augustine Rd, 32257, Jacksonville, Fl. The location of the business is ideal for employees and
for servicing customers, due to the warehouse being located directly in the middle of the city.
This allows easy access to restaurants, hospitals, nursing homes, and other clients located across
the city, whether they’re located downtown, the beach, or the suburbs. Employees will benefit
from an easy commute to and from work every day, in addition to an easy commute to and from
various job sites. Monthly rent for a warehouse facility of 400 square feet at this location is
estimated to be $60 per month, or $720 a year. During the first year of operations, the warehouse
facility will house a single HOODZ box truck, along with all supplies and equipment. As the
company grows into the third year of operations, more space will be required to house trucks and
employees. Along with an increase of revenue, monthly rent will increase to $600 per month for
a 1300 square foot warehouse that will contain the two HOODZ box trucks and a small office.
Outside Resources
There are no required outside additional resources since HOODZ does not subcontract and is part
of a worldwide network of professional kitchen exhaust cleaners. All resources needed to fulfill
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customer requirements are covered and provided by HOODZ International. Access to material,
At HOODZ, technicians follow the System Quality Assurance and Verification (“QAV”)
procedures and protocol taught during Business Manager and Technical Operations Training.
The QAV accreditation is required to assure consistency and quality service in compliance to
standards for customers. HOODZ provides cleaning in compliance to NFPA 96 standards, a set
of codes and standards set in place for ventilation control and fire protection of commercial
kitchens and exhaust systems by the National Fire Protection Association. Not only does
HOODZ comply to NFPA 96 standards but also complies with customers’ insurance, fire
inspectors, health departments and all federal, state, and local laws. Standardized procedures are
shown through picture reports, which document our technicians’ work before and after
inspections. Picture reports are provided to customers to guarantee and professional, thorough
clean.
Skilled labor is readily available in Jacksonville and it is simple for potential technicians to
become certified in the art of kitchen exhaust cleaning through training programs offered by
Craigslist.com, and the HOODZ national website for lead and spray technician openings. The
HOODZ technicians training program requires certification through HOODZ International. Since
the occupation of cleaning technician does not require any college level education or experience
because they train on the job or at the training facility, there is a large market of available labor.
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Potential technicians must be reliable, available to work week nights and weekends, and be able
Training
The franchise owner/manager is required to train at the national training center before the start of
operation of business. The national training center is located in Ann Arbor, Michigan and
contains multiple classrooms and fully equipped kitchens for the purpose of training. There,
business owners attend classes on sales, marketing, and business operations. In addition, owners
are taught how to use the software that HOODZ requires all franchisees to use in order to
conduct and keep track of all business. Technicians learn the art of kitchen exhaust cleaning
using the training center’s top of the line kitchen facilities. Not only do the technicians need to
learn this but owners, too, learn the technical training and standards of kitchen exhaust cleaning.
All training is followed by a comprehensive written exam to ensure owners and future
Technical Operations
Subject Hours of Classroom Hours of On-The-Job Location
Training Training
Technical Training – 15.5 0 Ann Arbor Training
Safety, Center
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Equipment, Chemicals
Technical Training – 36 4.5 Ann Arbor Training
Standards, Guidelines, Center/ Onsite in Field
Implementation
TOTAL HOURS 51.5 0
In the first year of operations, there will be 3 staff employees; business owner, lead technician,
and spray technician. Second year of operations, there will be an additional lead and spray
technician along with an operations manager. In the third year, a general manager will be
Organizational Chart
The franchise owner will take care of running the business the first two years of operations until
the general manager is hired to take over the responsibilities. The operational manager is in
charge of the two teams of two technicians each who are responsible for going out and doing the
jobs.
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HOODZ
Franchise
Owner
General
Manager
Operational Manager
Being one of the most successful franchises in the nation, the average annual gross sales for all
HOODZ owners is $301,593.99. Annual gross sales are defined as all revenue received from
operating the business, including any sales tax receipts or similar tax receipts. The top 25% of
HOODZ operators maintain an average annual gross sale of $583,822.12. A portion of operators
have exceeded this number and have far outdone the average annual gross sales by well over
$1,000,000.
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Single Territory HOODZ Operators
Average Annual
Quartile HOODZ Operators in that Exceeded
Gross Sales
Group Average
Top 25% 15 $583,822.12 5
Top 50% 29 $452,212.64 11
Top 75% 44 $363,108.92 18
All 58 $301,593.99 22
The total investment necessary to begin operation of a HOODZ Franchise is anywhere between
$106,537 and $181,799. The projected capital needed for HOODZ of Jacksonville is $120,000.
Using our own personal savings, $80,000 will be used to make a down payment for the initial
franchise investment. The other $40,000 will be obtained by taking a loan out using HOODZ
International financing terms and agreement. For a loan term of 5 years at 8% interest rate, the
monthly payment will be $811.06, or $9,732.72 a year. The interest over the course of the 5 year
In the first year of operations, HOODZ is projected to have $141,120 in revenue averaging about
6 cleans/ jobs a week with the average price of $490. As HOODZ gains a more reputable image
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in Northeast Florida, the price of service that customers are willing to pay increases (thus the
price increase in the 2 Year Projected Revenue table). During the second year of operations, the
franchise is projected to average about 20 cleans/ jobs a week. The projected revenue at the end
of the second year is $530,400. The 2 Year Projection sheet shows the revenue and expenses of
the first two years of operations, according to the listed total cleans per year and projected
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2 year Projections
Year 1 Year 2 Year 3
Estimated Gross Annual Revenue $141,120 $530,400 $877,500
Estimated Monthly Revenue $11,760 $44,200 $73,125
Salary Expenses
Owner Salary $5,500 $9,166 $13,750
Sub-Total $5,500 $9,166 $13,750
Loan Expenses
Service Vehicle Loan $881 $1,762 $2,643
HOODZ International Loan $811 $811 $811
Sub-Total $1,692 $2,573 $3,454
HOODZ of Jacksonville is projected to be cash-flow positive by the end of the second year of
Q1 Q2 Q3 Q4 Y1
Cash Flow from Operating Activites
Receipts from Customers $ 25,101.00 $ 38,673.00 $ 38,673.00 $ 38,673.00 $ 141,120.00
Cash Disbursements
Usables $ 3,528.00 $ 3,528.00 $ 3,528.00 $ 3,528.00 $ 14,112.00
Rent $ 180.00 $ 180.00 $ 180.00 $ 180.00 $ 720.00
Royalty (10%) $ 3,528.00 $ 3,528.00 $ 3,528.00 $ 3,528.00 $ 14,112.00
Salaries $ 27,084.00 $ 27,084.00 $ 27,084.00 $ 27,084.00 $ 108,336.00
Advertising $ 330.00 $ 330.00 $ 330.00 $ 330.00 $ 1,320.00
Supplies $ 750.00 $ 750.00 $ 750.00 $ 750.00 $ 3,000.00
Insurance $ 150.00 $ 150.00 $ 150.00 $ 150.00 $ 600.00
Liscences, Permits, Fees, and Dues $ 840.00 $ 840.00 $ 840.00 $ 840.00 $ 3,360.00
Vehicle Loan and Expenses $ 4,548.00 $ 4,548.00 $ 4,548.00 $ 4,548.00 $ 18,192.00
Communications $ 375.00 $ 375.00 $ 375.00 $ 375.00 $ 1,500.00
Travel and Training $ 900.00 $ 900.00 $ 900.00 $ 900.00 $ 3,600.00
HOODZ International Loan $ 2,433.00 $ 2,433.00 $ 2,433.00 $ 2,433.00 $ 9,732.00
Total Disbursements $ 44,646.00 $ 44,646.00 $ 44,646.00 $ 44,646.00 $ 178,584.00
Cash Flow $ (19,545.00) $ (5,973.00) $ (5,973.00) $ (5,973.00) $ (37,464.00)
Conclusion
HOODZ International is one of the fastest growing franchises in the United States. Being the
largest network of professional kitchen exhaust cleaners worldwide, the possibilities are endless.
As long as there are fire protection codes, there will be reoccurring revenue. Within the first two
years of operations, HOODZ of Jacksonville will have a projected revenue of over $530,000.
With a loan of $40,000 from HOODZ International, HOODZ of Jacksonville will pay back that
loan within 5 years an interest rate of 8%, for a total of $8,663.35 in interest. The other $80,000
will come from personal money and will be used to make a down payment on the initial
franchise fee.
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