Entrepreneurship Written Event

Tyler Morrison

Business Project #1

Eddleman

9/26/2005

I. EXECUTIVE SUMMARY

If I were to start my own business, my dream would be to build a surf and skate shop on the Southern California coast. My business would be located on beachfront property in the surrounding area. This business plan will cover two main subjects, 1: an Analysis of the Business Situation, and 2: the Planned Operation of the proposed business. The first topic will cover the subtopics Trading Area Analysis and Competition in the area for my business. The second main topic will cover the proposed organization of the business, the proposed business, and proposed strategies for that business. The analysis of the business situation will cover geographic and demographic information for Huntington and the surrounding area. It will also contain an analysis of businesses in the area which are of similar type, customer buying behavior relating to my proposed business, and the potential location of my business. The Proposed Operation section will address the topics of ownership, start-up procedure, personnel needs, special functions, and an organizational chart. Details of products which will be sold will also be included, as will my business' pricing policy. I would hope that through my thorough planning and explanation that my business idea will be a grand success on the beautiful beaches of California.

II. INTRODUCTION

Tyler's Surf N' Turf, my proposed business, will be of service to both tourists and seasoned veterans of extreme sports. My business, located on the beach, will provide classes for beginners and those who want to become more skilled in the sports of surfing and skateboarding. My business will sell surfboards, skateboards, apparel, wetsuits, and other equipment that can be used to have a good time in Southern California.

III. ANALYSIS OF THE BUSINESS SITUATION

a. TRADING AREA ANALYSIS

The city of Huntington Beach, California, is a major tourist center of attraction, due to its location near Los Angeles, and its beautiful beaches. Geographically, my business' proposed location in the ideal situation would be on beachfront property in Huntington Beach, CA. If property of this type was unavailable, I would choose to locate my business in a downtown center of commerce. Demographically, the area is very prosperous, as in the 2000 census 189,594 people lived in the city, with those from ages 15 to 24 amassing to 55,651 people. That makes about 30% of the people currently living in Huntington in my target age-range of 15-35. My target market's income range would be about $50,000 per year, that being 20.6% (9,913) of the population. Retail sales per capita in 2000 were around $8,798, and totally amounted to $1,700,614,100. The average tourist in the year 2004 spent $107.70 per day in Orange County, and 2,750,652 people visited Huntington Beach in 2004. These aspects would allow for an extremely prosperous business.

b. COMPETITORS

My primary competitors in the ideal location of Tyler's Surf N' Turf are Huntington Surf and Sport, Jack's Surfboards, and the Newport Surf School. These three businesses share the main advantages of good reputations. They have obtained high status in the community through offering quality goods and services, and participating in tourist events. My shop would need to showcase the most excellent