Table of Contents
1. Table of Contents………2
2. Confidentiality Statement……….3
3. Executive Summary……….…….3
4. Business Overview………4
4.1 Mission Statement………..4
4.2 Vision Statement……….4
4.3 Goals & Objectives………..4
4.4 Keys to Success……….4
4.5 Organizational Plan………5
4.5.1 Business Structure……….. 5
4.5.2 Expertise……….5
5. Market Analysis………..5
5.1 Industry Analysis………..5
5.2 Target Market……….6
5.2.1 Target Market Rationale………..6
5.3 Competition……….7
5.4 Competitive Edge……….8
6. Marketing Strategy………..8
6.1 Growth Strategy………8
6.2 Communication Strategy……….9
8. Products and Services………..….9
8.1 Content Schedule……….9
8.2 Immediate Services………9
8.3 Future Services……….10
8.4 Time Allocation………10
9. Financial Management………11
9.1 Projected Expenses……….………..…11
9.2 Projected Revenue……….………...11
9.3 Break Even Analysis……….11
References………12
Appendix………...……14
2. Confidentiality Statement
This business plan is confidential and contains proprietary information and intellectual property of Shamera Robinson. Neither this Business Plan, nor any of the information contained herein, may be reproduced or disclosed under any circumstances without the prior written consent of Shamera Robinson.
3. Executive Summary
Obesity continues to serve as an alarming issue throughout the United States. According to the World Health Organization, over one billion adults were overweight in 2010. Four hundred million of those adults were categorized as obese. Furthermore, over two-‐thirds of adults in the United States are overweight or obese (RWJF). This is a concern because obesity serves as a significant risk factor for cardiovascular disease, type 2 diabetes, obstructive sleep apnea, and various cancers. With obesity rates remaining high, more attention has been given to energy balance (CDC, 2012).
Energy balance is defined as the relationship between calories consumed through eating and drinking compared to calories burned through physical activity (NHLB, 2013).
Accumulation of excess adipose tissue can be the result of consuming a greater number of calories than expended. Promoting moderate physical activity can have a positive impact on calorie balance by increasing regular energy expenditure. Furthermore, encouraging fruit & vegetable consumption may result in healthier eating practices, which can decrease the number of calories consumed on a daily basis (Epstein et al., 2001). Coupling an
increase in fruit and vegetable consumption with moderate physical activity can shift energy balance toward weight loss. Thus, improving fruit & vegetable consumption and regular physical activity can effectively combat the prevalence of obesity (Fock et al., 2013).
Full On Faith Nutrition (FFN) will focus on healthy eating and adequate physical activity to promote weight loss/management and chronic disease prevention. More specifically, the business will target young adults in faith-‐based communities by incorporating faith into the equation for healthy living. Branding will serve as the first step of the venture. Full On Faith Nutrition will craft a website that offers both inspirational and informative blog posts, as well as podcasts. After the brand gains exposure, the business will further promote a healthful lifestyle by providing more specialized resources. Future services will include nutrition counseling packages, content/recipe development, wellness retreats, and
speaking engagements. With the growing influence of social media, there is no surprise that younger generations are constantly looking for someone to follow. Full On Faith Nutrition aims to add a diverse, credentialed voice to the crowd.
4. Business Overview
Mission Statement
Inspiring communities of color to put action steps behind faith for healthier lives through nutrition, fitness, and spiritual growth.
Business Goals & Objectives
Short-‐term Goal
Build a nutrition consulting company, with a recognizable brand, that offers resources to bond food, fitness, and faith as a means to promote healthy living. See appendix I for complete timeline.
Objectives
I. Design website that customers can visit to access published resources
II. Develop & edit content to be displayed on website (ex. blog posts, podcasts, recipes)
III. Create social media accounts that can be used as a platform to promote the company and build following (ex. Facebook, Instagram, Twitter)
IV. File the Articles of Organization to register LLC in the state of Georgia
V. Sit for the RD exam and obtain appropriate credentials
Long-‐term Goal
Transition to a full-‐time consulting company that offers specialized nutrition services to generate revenue
Objectives
-‐ Use feedback from target audience to develop packages for nutrition counseling services, speaking engagements, and cooking demonstrations.
-‐ Build clientele by using established platforms to effectively market services
-‐ Complete training necessary to become certified diabetes educator and fitness instructor
-‐ Begin responding to requests for service and inquiries from brands
Keys To Success
-‐Partner with community churches to capture attention of younger congregation
-‐Feature interviews with well-‐known bloggers and health experts to increase site traffic
-‐Provide accurate, timely, and relatable content to gain reader trust
-‐Establish open line of communication to keep audience updated and to document feedback/concerns
5. Organizational Plan
Business Structure
Full On Faith Nutrition will be a privately owned limited liability company (LLC) that aims to use faith as a tool to inspire and empower communities of color. Shamera Robinson will act as the initial registered agent. The LLC Articles of Organization will be filed with the North Carolina Department of the Secretary of State by February 1, 2015.
Expertise
She shared an arena with 25,000+ women. She felt an immediate connection with these women because every person in the room actively believed God for something personal. Thousands of women joined through faith.
Shamera listened closely as the speaker began to call people to their feet for prayer. The speaker called on women dealing with diabetes to stand. This was followed by cancer, hypertension, and cardiovascular disease. Condition after condition until Shamera was the only individual left seated on her row. She looked around this arena through a new lens. She saw thousands of women praying over various chronic diseases. At that moment, Shamera realized that she must join her faith with her passion for nutrition education to help reach the women standing in that space and beyond.
Shamera Robinson has an undergraduate degree in biology and public health. Her strong foundation in science was further built upon while transitioning through the MPH/RD graduate program in nutrition at the UNC Gillings School of Global Public Health.
Experiences during this program ranged from conducting medical nutrition therapy with adults in rural North Carolina to performing nutrition counseling at an all female
historically black college. Shamera has also completed a 50hr fitness instructor training program to better connect nutrition and fitness to faith. Her various experiences, coupled with a natural ability to connect and collaborate with others, place her in an ideal position to use faith as a tool to encourage healthy living.
6. Market Analysis
Industry Outlook
According to the Nielsen’s Global Health & Wellness Survey, 49% of consumers around the world consider themselves overweight and half of those global respondents are actively trying to lose weight. The traditional methods of diet and exercise remain in the spotlight for individuals looking to drop additional pounds. More specifically, 83% of North
Americans who are trying to lose weight plan to change their diet, and nearly as many (74%) plan to exercise (Nielson). Health has become a top priority for many people, and millennials are most likely to invest in a stronger future (Nielson).
These statistics are also reflected in consumer trends. Sales for healthy food categories grew 7% between 2012-‐2014, while both semi-‐healthy and indulgent food categories declined (-‐3% and -‐2%, respectively) in North America. This suggests that Americans desire a shift toward healthier habits.
Furthermore, consumer healthcare is a $502 billion market that is projected to grow to $737 billion over the next five years. This growth will be driven primarily by preventive health and wellness categories (Accenture). The outlook for careers in preventative health and wellness mirror that projection. The Bureau of Labor Statistics expects fitness
instructor positions to become readily available for those looking to enter the field. The job outlook for dietitians is also expected to grow 21% from 2012 to 2022, which is faster than average for all occupations (BLS).
Operated by a registered dietitian, the company will fulfill unmet needs in the booming market of prevention. Consumers want faster, easier, self-‐service ways to manage and improve their health. Full On Faith Nutrition will work to deliver just that.
Target Market
Full On Faith Nutrition will focus on women from 20 to 45 years of age. These women place considerable value on their church community, and would love to invest in a faith-‐based approach to incorporate life changes. Through trial and error, they have learned that fad diets and quick fixes will not produce permanent results. See appendix II for a deeper look into the life of our target costumer.
Target Market Rationale
Georgia has the 18th highest adult obesity rate in the nation. 30.3% of Georgia residents are classified as obese. However, a major concern is the prevalence of obesity among African American women. Based on current statistics, 82% of African American women are
considered overweight or obese (DeCaille et al., 2012). This percentage surpasses rates for White and Hispanic men and women, in addition to African American men.
As previously mentioned, insufficient fruit & vegetable consumption and inadequate physical activity can negatively influence energy balance. Consuming a greater number of calories than expended leads directly to increased prevalence of overweight and obesity. According to DeKalb County Health Assessment data, 85.7% of adults in Atlanta consumed less than five servings of fruits and vegetables per day. This percentage was even higher for African Americans (87%). African Americans also reported greater physical inactivity (29.8%) when compared to non-‐Hispanic Whites (17.6%) and others (16.3%). A decreased rate of fruit & vegetable consumption, alongside physical activity, demonstrates a need that must be addressed within the target population.
If not properly addressed, obesity can lead to many preventable chronic diseases (Keener et al., 2009). Thus, effectively executing a limited liability company that highlights healthy habits for weight loss/management and chronic disease prevention can eventually lead to decreased chronic disease risk and better health outcomes in the target audience.
Competition
Full On Faith Nutrition will use a faith-‐based approach to promote healthy living. This appears to be an untapped niche among nutrition entrepreneurs. After scouring the market, a competitive analysis was performed on the top five competitors. Social media presence for these individuals ranges from a high of 36k followers down to double-‐digit numbers. Impressive photography and consistent posts are shared qualities among competitors with the largest following. However, only one of the individuals listed has earned the RDN credential.
Outlet/Reach Strengths Weaknesses Opportunities Services/
Marianne Liakos
“Christian Dietitian”
Facebook (585 likes)
IG (71 Followers)
@MarianneRDN
Domain
http://mliakos.juiceplus.com
-‐Clear branding (Easy to find)
-‐Credentialed
(RDN)
-‐Very consistent FB posts (Daily)
-‐ Juice Plus+ Representative (Product pusher)
-‐Limited engagement (Weak following)
-‐Food Photography
-‐Offers Juice Plus products
Chelsea Blackbird
“The Christian Nutritionist”
Facebook (990 likes)
IG (113 followers) Pinterest (133)
Domain
http://www.thechristiannutr itionist.com/about-‐chelsea/
-‐Sunday Sermons (1 min encouraging videos)
-‐Offers nutrition consultations through
website -‐Mom of Three (Focuses largely on family and lunch box friendly meals)
-‐Certified Nutritional Therapist (non-‐RD)
-‐Website lacks appeal and readability
-‐ Offers nutrition related resources through
Amazon store
Lauretha Ward
“Mind Shape Up”
Facebook (14,567 likes)
IG (686 followers) @laurethaward
Domain
http://mindshapeup.com
-‐ Older AA woman sharing her weight loss journey
(relatable) “Faith Food”-‐Photos transcribed with encouraging
text
-‐Health Coach (non-‐RD)
-‐Outdated website w/ poor photography
-‐Product Pusher
-‐Nutrition (Recipe) & Goal Setting Blog
-‐Weight loss supplements and meal
replacement shakes
Taylor Kiser
“Food Faith Fitness”
Facebook (17k likes)
IG (14.2k followers) Pinterest (36k)
Domain
http://www.thechristiannutr itionist.com/about-‐chelsea/
-‐Posts consistent recipes with gorgeous food photography
-‐Easy to navigate website with clear tabs for food (recipes), faith (Sunday reflection), and fitness
-‐Faith seems to be an afterthought to recipes and
food photos
-‐Possibility of fitness infograph -‐No clear revenue services (contracts from
brands)
Khaleeqa Rouse
“Paparoxi”
Facebook (844 likes)
IG (4,763 follows) Domain
http://ww.paparoxi.com
-‐Uses personal photos and transcribes inspirational
photos
-‐Aesthetically pleasing site with clear tabs
-‐African American young woman who uses her personal fitness journey
-‐Inconsistent blog posts
-‐ No true nutrition related services
-‐Health enthusiast
(non-‐RD)
Competitive Advantage
As a graduate from Spelman College, Shamera Robinson has had the opportunity to network and collaborate with various women of the African diaspora. This has created a support system based in sisterhood, love, grace, and faith. These interactions have both trained and prepared her to work with the company’s target audience. Furthermore, she will be able to offer individualized services as a registered dietitian nutritionist (RDN) that competitors are unable to provide. Full On Faith Nutrition has a clear niche, an
understanding of the target audience, and the credentials necessary to surpass any competition.
7. Marketing Strategy
Full On Faith Nutrition will use the principle of faith to promote proper eating habits and adequate physical activity among women of color. Faith-‐based organizations play a central role as spiritual, cultural and social support networks in African American communities. According to the Pew Research Centers Religion Public Life Project, African Americans report attending religious services and praying more frequently than other ethnic groups. While 39% of all Americans report attending religious services at least once a week, a majority of African-‐Americans (53%) report attending service that frequently (Sahgal, 2009).
African-‐American women report the highest level of religious commitment. More than eight-‐in-‐ten black women (84%) state religion is very important to them, and
approximately six-‐in-‐ten (59%) say they attend religious services at least once a week (Sahgal, 2009). Relating to the target market based on shared values can make use of existing networks of social support and trust necessary for promoting and sustaining behavior change within Black communities (Resnicow et al., 2004).
Growth Strategy
To grow the company, Full On Faith Nutrition will do the following:
-‐ Establish a company website that contains engaging multimedia content related to food, fitness, and faith.
-‐ Collaborate and network with distinguished church leaders, registered dietitian nutritionists, food bloggers, and health experts to increase traffic to website.
-‐ Engage in web-‐based marketing for the next year to generate awareness of the company and available resources. Online presence will include accounts on Facebook, Instagram, Twitter, and Pinterest.
-‐ Publish consistent written material and create an email list to increase the number of website views and to establish a traceable following
Communication Strategy
Full On Faith Nutrition understands that the needs of the client must shape resources provided and services offered by the company. Continuous input and feedback will be gathered from potential customers. Full On Faith Nutrition will communicate with customers using the following methods:
-‐ Using social media such as Twitter, YouTube, Facebook and LinkedIn
-‐ Providing contact information on the company website
-‐ Establishing and updating costumer email list
8. Products & Services
Full On Faith Nutrition will unfold in increments. The first year will be devoted to branding and marketing techniques. Activities will include website development, content creation, social media management, and network building. These tasks will be conducted in a home office, and twenty hours per week will be dedicated to completing them.
Content Schedule
Food
-‐ Recipe w/ food photography uploaded on 1st Friday of each month
-‐ Nutrition related article posted on 3rd Friday of each month
Fitness
-‐ General fitness tip/challenge announced 2nd Wednesday of each month
-‐ Interview with fitness instructor uploaded 4th Wednesday of each month
Faith
-‐ Scripture-‐based inspirational blog posted every Monday of each month
(Social media material will be based on website content and updated accordingly)
Immediate Services
Nutrition services will not be offered during the specified time. However, the company may accept invitations for general nutrition speaking engagements to generate revenue to cover start up costs. Full On Faith Nutrition merchandise may also be sold to further enhance brand recognition.
Future Services
As Full On Faith Nutrition transitions into revenue generating business, the company will begin incorporating services. By the end of year 2, Full On Faith Nutrition will begin offering nutrition services.
Nutrition Counseling Services
Clients will be offered pre-‐tailored packages to select based on their need. Diabetes, hypertension, cardiovascular disease, and weight loss will be the available categories. In addition to individualized nutrition counseling, clients who purchase one of the five packages will have access to an e-‐resource guide that helps to measure progress.
Speaking Engagements
Full On Faith Nutrition will be available to provide a dynamic dietitian experience for nutrition presentations, faith-‐based conferences, cooking demonstrations and more.
Additional Services
-‐ Food Styling & Photography
-‐ Content Creation
-‐ Recipe Development
-‐ Spokesperson/Brand Ambassador
Allocation of Time
Task Time (per week)
Research 4 hours
Writing 4 hours
Editing & Uploading 2 hours
Recipe testing & photography 3 hours
Social Media Posts 2 hours
Product Development 2 hours
Develop Plan for Nutrition Services 2 hours Responding to Inquires 1 hour
Total 20 hours
9. Financial Management
The company will forego focusing on revenue during the first year to brand/market and gain buy-‐in from the target audience. This time is critical to gain consumer feedback, research best practices/methods, generate novel ideas, and solidify the specified niche. Outside employment will be needed to sustain the part-‐time endeavor. As the reach grows, Full On Faith Nutrition will begin offering tailored nutrition services.
Projected Expenses
The anticipated cost for the first year is approximately $1500. This estimate includes fees associated with website development, professional memberships, photography props, and RD exam registration. Several personal items, such as home office with printer/scanner, were incorporated to minimize total expenses. See Appendix III for specifics.
Projected Revenue
Full On Faith Nutrition Merchandise
40 branded t-‐shirts and 20 branded canvas bags will be purchased at $297 ($4.95 per item). Based on competitor pricing, the items will be sold on the website for $21.00each. This will yield $1260. If all items are purchased, $963 dollars in profit will be generated. A portion of the profit can be used to restock items.
Speaking Engagements
Full On Faith Nutrition will accept invitations to deliver general nutrition presentations based on stated expectations and time required. A speaking engagement fee will be charged based on the following formula.
Formula
Time developing (time) + travel (time) + presentation (time) x hourly rate ($100) = speaking engagement fee
Fee subject to change based on attendance, registration costs, and nature of event, recording.
Break Even/cash flow analysis
While expenses vary by month, the total projected start-‐up cost is $1537. The company can break even by October 2016 with the sale of all merchandise and collection of at least $574 in speaking engagement fees. This will cover the initial investments, and future revenue will be marked as profit.
REFERENCES
"Balance Food and Activity." Energy Balance and Obesity, Healthy Weight Basics, NHLBI, NIH. National Heart, Lung, and Blood Institute (NHLBI), Feb. 2013. Web.
<http://www.nhlbi.nih.gov/health/educational/wecan/healthy-‐weight-‐basics/balance.htm>.
Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2014-15 Edition,
Dietitians and Nutritionists http://www.bls.gov/ooh/healthcare/dietitians-‐and-‐
nutritionists.htm
Centers For Disease Control And Prevention. "Can Eating Fruits and Vegetables Help People to Manage Their Weight?" Research to Practice Series 1 (n.d.): 1-‐5. National Center for Chronic Disease Prevention and Health Promotion. Web.
<http://www.cdc.gov/nccdphp/dnpa/nutrition/pdf/rtp_practitioner_10_07.pdf>.
Centers for Disease Control and Prevention. National Health and Nutrition Examination Survey, 2011-‐2012. Prevalence of Obesity among Adults: United States, 2011-‐2012.
"Changing Future of Consumer Health & Wellness Industry -‐ Accenture." Accenture, n.d. Web. 2015.
https://www.accenture.com/us-‐en/insight-‐consumer-‐healthcare-‐market-‐high-‐performance-‐ business-‐research-‐2013.aspx#search
“Create Your Business Plan.” U.S. Small Business Administration. Web. 2015.
https://www.sba.gov/tools/business-‐plan/12
Davison, Karen, Anet Mor, and Helene Charlebois. "What Are Entrepreneurial Dietitians Charging? The Consulting Dietitians Network National Fee Survey." Canadian Journal of Dietetic Practice and Research 65.4 (2004): 186-‐90. Web.
DeCaille, Donna. "State of Georgia Nutrition, Physical Activity, and Obesity Profile." (n.d.): n. pag. Overweight and Obesity. Cdc -‐ National Center For Chronic Disease Prevention And Health Promotion, Sept. 2012. Web.
<http://www.cdc.gov/obesity/stateprograms/fundedstates/pdf/Georgia-‐State-‐Profile.pdf>.
DeKalb County Health Assesment." (n.d.): n. pag. DeKalb County Community Putting Prevention to Work (CPPW):, 2011. Web. http://www.dekalbhealth.net/wp-‐
content/uploads/2010/12/BRFSS2011Final.pdf.
Epstein, L. H., Gordy, C. C., Raynor, H. A., Beddome, M., Kilanowski, C. K. and Paluch, R. (2001), Increasing Fruit and Vegetable Intake and Decreasing Fat and Sugar Intake in Families at Risk for Childhood Obesity. Obesity Research, 9: 171–178. doi: 10.1038/oby.2001.18
Fock, K. M. and Khoo, J. (2013), Diet and exercise in management of obesity and overweight. Journal of Gastroenterology and Hepatology, 28: 59–63. doi: 10.1111/jgh.12407
Ken Resnicow, Marci Kramish Campbell, Carol Carr, Frances McCarty, Terry Wang, Santhi Periasamy, Simone Rahotep, Colleen Doyle, Alexis Williams, Gloria Stables, Body and soul: a dietary intervention conducted through African-‐American churches, American Journal of Preventive Medicine, Volume 27, Issue 2, August 2004, Pages 97-‐105, ISSN 0749-‐3797,
http://dx.doi.org/10.1016/j.amepre.2004.04.009.
"Obesity Rates & Trends Overview." Obesity Rates & Trends. Robert Wood Johnson Foundation, n.d. Web. <http://stateofobesity.org/obesity-‐rates-‐trends-‐overview/>.
Rolls, Barbara J., Julia A. Ello-‐Martin, and Beth Carlton Tohill. "What Can Intervention Studies Tell Us about the Relationship between Fruit and Vegetable Consumption and Weight
Management?" Nutrition Reviews 62.1 (2004): 1-‐17.
Sahgal, Neha. "A Religious Portrait of African-‐Americans." Pew Research Centers Religion Public Life Project RSS. N.p., 29 Jan. 2009. Web. <http://www.pewforum.org/2009/01/30/a-‐religious-‐ portrait-‐of-‐african-‐americans/>.
Appendix I:
Start-‐Up Timeline for Full On Faith Nutrition
TASK Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Design Website
File Documents to Register LLC
Sit for RD Exam & Obtain Credentials
Establish & Maintain Social Media Accounts Develop & Edit Content
Appendix II:
Avatar Profile
Sales Representative (AFLAC)
Age: 28
Location: Atlanta, Georgia Education: B.S. in Economics
Melonie is…
-‐ A 28-‐year-‐old African American female who works as a sales representative for a major insurance company in Atlanta making between $30,000 -‐ $65,000 annually. While deskwork consumes most of her time during the week, she always sets aside at least two hours to keep current through Instagram, Twitter, and her favorite blogs.
-‐ Very involved at Ebenezer Baptist church in the Sweet Auburn neighborhood of Atlanta, GA. In addition to Sunday service, she helps lead a youth bible study group on Wednesday night. Her busy schedule does not leave her with much free time. Melonie has convinced herself that walking to and from her car makes up for the lack of intentional exercise. Yet, the extra pounds she has gained over the years say otherwise. She cannot help but wonder if those spare pounds may contribute to the list of reasons she is still single.
-‐ Ready to make a change. Her grandmother recently passed away from a severe stroke. Furthermore, her mother is struggling with diabetes and hypertension. She once thought that gaining weight and getting “sugar” was a natural part of aging, but she no longer accepts that notion. Melonie submits daily prayers for her family, and realizes it will also take work on her part to ensure change.
-‐ Excited to learn. Waist trainers, body wraps, mean greens.. you name it, she has tried it. She now understands that there is no quick fix path to honor God with her body. She is not sure if she can make healthy meals and worries it may be too expensive. However, she is willing to invest in a healthier future for herself and her family.
Meet Melonie
Appendix III:
Projected Expenses for Full On Faith Nutrition
Expense Analysis 2015-‐16
Professional Fees Expense Times/year Total Month Due Paid
RD Exam $200 1 $200 Feb
GA dietetic license $75 1 $75 Mar
AND membership $50 1 $50 May ✓
NE DPG membership $15 1 $15 May ✓
DIFM membership $20 1 $20 May ✓
NOBIDAN membership $10 1 $10 May ✓
Total $370
Business Fees
Register LLC $100 1 $100 Jan
Website (Squarespace) $99 1 $99 Dec
Domain (Google Domain) $12 1 $12 Oct ✓
Total $211
Marketing & Advertising
Business Cards $50 2 $100 Apr
Phone (personal) -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ Electronic Newsletter (Mail
Chimp Free Service) $0 12 $0 Mar
Total $100
Products & Services
Promotional Items ($4.95 per item* 60)
1 $297 Aug
Total $297
Supplies
Desk (personal) -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ Computer (personal) -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ Printer/Scanner (personal) -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐
Camera (Canon Rebel T5) $399 In-‐kind $399 Dec
Photography Props $35 1 $35 Feb
Total $434
Travel
Mileage ($0.50 per
mile * 250)
1 $125
Total $125
Start Up Total
