Sport_Seminar_Business_Plan_spt-461

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A.T.D.EAthletic Tactical

Defense enterprises

Business Plan Proposal

Board of Directors: Christy Novembre

Tom DolanAdam Evans

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Table of Contents

I. Table of Contents Pg. 1

II. Executive Summary Pg. 2

III.General Company Description Pg. 3 - 4

IV. Products and Services Pg. 5 - 7

V. Marketing Plan Pg.8 - 22

VI. Operational Plan Pg.23 - 29

VII. Management and Organization Pg.30

VIII. Financial Plan Pg. 31

IX. Appendices Pg. 32 - 40

X. References Pg. 41

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II. Executive Summary

Athlete Tactical Defense Enterprises (A.T.D.E) is a private security firm that will focus

on the entities involved with the sports industry. Serving both individual and teams from college

as well as professional organizations. ATDE will focus on providing quality services that makes

our clients feel secure and to prevent negative situations from occurring. Working with our

cliental to ensure that they are able to stay within their positive spotlight of their consumers and

fans. We will employ a group of experienced and professional men and women that will provide

excellent and high services to our clients.

Christy Novembre, Adam Evans, and Thomas Dolan are the majority owners of the

company. We will make decisions based on what we feel is best for the company. The future is

extremely bright for our company being that there aren’t company’s like us out there. We can

potentially lower the rate of Athletes who get into some form of legal or personal trouble. Even

with our worst case sale forecast we will still be able to make a profit of $23,150,000 within the

first year.

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II. General Company Description

Mission Statement:

To provide a sense of security, accountability, and consulting advice financially, and

medically; to college and professional sports organizations as well as the athletes who play for

them.

What We Do:

ATDE will provide security protection for professional athletes through bodyguards, per-

sonal drivers and/or monitoring capabilities. We will provide organizations with the ability to

monitor athletes with off field issues using a GPS tracking device. We will provide day care ser-

vices to athlete’s families and professional medical advice from an ATDE staffed doctor. Orga-

nize in-house investigations into athlete’s violations and drug testing of individuals on a random

basis for the team to monitor their progress. This keeps players from getting in trouble with the

league as well as the organizations they play for.

We also will have educational seminars that focus on financing, marketing of one’s per-

sonal image, and planning for the future, with the ability to seek advice from our professional fi-

nancing consultant. It will help athletes organize and set forth a plan for life after their career

(jobs, 401K, Retirement).

Company Goals & Objectives:

ATDE company’s goals and objectives are to secure one major organization per sport; 5 ma-

jor colleges, 5 high profile athletes and 5 rookies/young players with the potential to be future

superstars in any sport within the 1st 5 years of operations. We want to expand, while also keep-

ing all operations profitable, and maintain locations that are open for business. Opening new lo-

cations to max capacity, which will lead to 4-8 headquarters within the first 5-15years of busi-

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ness. Creating and developing a strong brand in the industry that will lead us to having a high

rating in consumer reports in the security industry. Achieving great customer service will be a

major part in our business because it will attract more consumers which will lead us to having a

top grossing company in terms of revenue.

Defining Your Industry:

Private Security Agency VS. ATDE

The industry for a private security firm can typically be defined as, any form of private orga-

nization or individual seeking for a security service. Services can range from investigations,

bodyguards (or anything referring to guarding duties), patrols, and transportation typically using

an armored vehicle. The overall goal of the services is aimed for crime prevention and detection.

The purpose of a private security firm’s role includes physical, information, and employment-re-

lated security as compared to a “private” police label. The role of the employees are to provide

protection but specifically, most criminal behavior/activity for example the common ones in-

clude threats, waste, accident, error, and unethical practice. Services of employees who are li-

censed/certified with the right training can provide armed and unarmed security. For a private se-

curity agency our target market is defined as athletes, sports organizations and colleges. For the

time sports entities needing security, the roles can vary as well as the services needed. The goal

for ATDE as a company is protecting, preventing criminal activity, preventing rule violations of

the leagues, protecting and advising athlete’s image, and investigations into athlete’s off-field is-

sues (which includes drug testing). The overall goal is to keeping the clients out of trouble. For

ATDE, the company will be the first and only company establishing a sports security agency.

III. Products and Services

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• Provide security protection for Professional Athletes.

o Our company provides security protection for athletes through bodyguards and

with additional cost the option of transportation will be included. The service will

be established by a signed contact stating the use and time of the needed

protective service. The time frame of the service can be available off the field,

during both the season and/or off-season, and at any time of a 24/hour day.

Transportation will either be provided through the player’s vehicle or the use of

sub-contracting out to a company to provide vehicles for the bodyguards.

• Provide Organizations with monitoring ability of athletes with off field issues.

o Possible options for a monitoring service would include GPS tracking devices,

drug testing, technological security, and bodyguards to keep individuals away

from negative environments and out of trouble. Upon this service athletes,

workers, and organizations have to sign a waiver releasing ATDE of any liability

for misconduct (bribes, bad behavior, harassment, illegal substance, and criminal

activity) and/or improper judgment, and failure to perform within the contract and

legal guidelines set forth by A.T.D.E. The services and amount of service can be

purchased through a package or purchased individually based on client’s decision.

Prices will vary depending on the individual or package service. The last service

we will include is the option to bail the athlete out of jail depending upon the

criminal action and value of bail set by court of law. Drug tests will be conducted

at random if the organization chooses to purchase this service. Drug testing can be

purchased by the team for random sit in drug tests done at a lab and/or on the spot

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drug tests administered by bodyguard if the organization has suspicion of

individual’s off-field activities.

• Provide educational classes on finances and marketing of one ’ s personal image.

o The classes will include personal financing, accounting techniques, investing

techniques, retirement plans, trust funds, leadership and life coaching. Life

coaching will include a class that will help athletes thrive after their professional

careers. This would include networking, job options, endorsements, as well as

techniques on handling finical situations. How to manage their revenues and

expenses to learn exactly how much money in their career will take them through

life without working, and how their spending habits must be structured. There are

many more course objectives within each class to go along the others already

stated. Other examples would include the following. Help athletes organize and

set forth a plan for life after their career (jobs, 401K, Retirement). Provide

networking opportunities to new players in the professional leagues. As well as

help organize public relations opportunities and set up non-profit/charitable

organizations.

• Health and Family services

o Provide health care, daycare, and/or personal assistant services to athlete’s

families. The service will be valued depending upon the need of the client the

billing could be an hourly payment or a set cost. Healthcare would include

regular checkups, medical examinations for injury rehabbing programs, and

preventing injuries that could be detrimental to their future.

• Organizations in-house investigations

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o Would organize in-house investigations into athlete’s violations, providing

organizations the ability to investigate a player’s violation independently of the

league that they currently reside in. This allows organizations to conduct private

investigations in order to avoid the public media falsifying information and

running away with rumors and speculation.

Advantages

• Proving quality safety (efficient and accurate drug testing, reliable and efficient body

guards who perform in a professional manner)

• Building relationship with individuals from the start of their professional careers

• Help players adjust financially when they start their careers as well as when they enter

retirement

• Reasonable pricing models set forth in order to provide a respectable service to

individuals and organizations.

• We value our client, therefore we will treat them as an individual and not just another way

to generate revenue.

Disadvantages

• Player’s inability to learning about the reality of life and that money is not endless

• Financial conflict

o Conflict of issue and opinion

o Unpredictable player’s health

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IV. Marketing plan

Market Research

Our market is made up of troubled athletes both professional ones as well as college

students. Our hope is that our company will help reduce the rate of misbehavior and even

criminal behavior that come with the notoriety and power of being an athlete. These men and

women who many look to as role models choose to waste away the opportunities they have and

throw away their chance to have a successful public image through their career. There seems to

be a vast area of growth for us to take advantage of as it seems like many athletes have a hard

time with staying out of trouble. The statistics below support this opinion and has made it appear

like a possible fact. Our hopes are that our company will be able to reduce these statistics and

create a more consistent and positive image for professional leagues such as MLB, NBA, NHL,

and NFL.

➢ 2010- 2014 average arrest rates of professional leagues per year

➢ MLB 552.8 arrests per year

➢ NFL 2465.8 arrests per year

➢ NBA 2156.6 arrests per year

➢ NHL 175 arrests per year

That’s a total of 5,320.2 arrests of professional athletes on average per year.

Many of the charges involved are:

Domestic Abuse / Assault, DUI / DWI, Disorderly Conduct / Resisting Arrest, Possession of a

Firearm / Concealed Weapon, Assault / Battery, Harassment, Possession of Marijuana /

Controlled Substance, Failure to Appear in Court, and Reckless Driving / Traffic Violation

Economics

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Our market would mainly be found in the Private security sector. Now this has become a

large market including both privately funded organizations as well as some government ones.

According to ASIS International and the Institute of Financial Management which released the

first comprehensive security market study since 1990, The U.S. Security industry has become a

$350 billion dollar industry.

• $350 billion market breaks out to $282 billion in private sector spending and $69 billion

in federal government spending on homeland security

• Operational (non-IT) private security spending is estimated to be $202 billion with an

expected growth of 5.5 percent in 2013; IT-related private security market is estimated at

$80 billion with an expected growth of 9 percent projected for 2013

• Number of full-time security workers is estimated to be between 1.9 and 2.1 million

• 42 percent of respondents indicated spending on training would increase in 2013, with 12

percent anticipating a rise of 10 percent or more

• Private detective/investigator is one of the fastest growing occupations, with anticipated

growth of 21 percent projected through 2020; several IT positions are anticipated to grow

22 percent through 2020

The demand for our market is quite high as we live in a society where many of us live in fear.

Those that live with wealth, power, and notoriety have even more to fear as they possess many

things people want. Athletes have become a strong component of this nature. The media and our

society have raised athletes to be seen as heroes and role models. They have also portrayed them

as individuals who stand in a higher social class then many of us. This is a perfect formula for

individuals to be jealous and envious of the things that they don’t have in comparison to

professional athletes. It is this thinking in our society that provides a strong foothold for the

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private security market. With athletes in the spotlight and the consequences that can come with

it, we have a lot of room to grow to provide a service that they rely upon to protect them from the

ills of society. If we provide reliable protective services then there should be no doubt that we

can utilize the opportunity to grow our company.

Barriers we could face economically is the concept of training our employees to represent

the company in a manner that positively reflects us. We will need to put a good amount of

money financially into trying to ensure a quality service is provided to our clients. Another

barrier we may face is the competitive market that is present due to the wealthy aspect of the

private security market. Many of our competitors are based out of the United States and also they

focus mainly on military forms of private security as well as the stereotypical wealthy business

men. I believe that if we focus on the United States as well as just professional athletes then we

could take control of that area of the market.

Product

Our product, ATDE, offers ours clients the rights to privacy, protection and the tools to

live a full happy life. We provide security and protection to individuals, the ability to monitor

athletes on/off the field issues for teams/organizations, educational classes on finances and

marketing, and in-house investigations. We make sure that the clients/athletes stay out of both

personal and legal trouble.

o Security/Protection

• Features:

▪ Driver/Transportation

▪ Bodyguards

▪ Technological security

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• Benefits:

▪ Ensure safety for the athletes and to make sure that they stay on track

and maintain a high level of play in the sport that they love. Providing

drivers for these athletes is a major benefit. As we know athletes love

to go out and drink with their friends and stay out late, what better way

to ensure that they make it to their destination safe and sound? We can

also provide technological security since social media has become a

major factor in the professional sports industry.

o Ability to monitor athletes on/off-field issues for teams/organizations

• Features:

▪ GPS – Provide a GPS chip for their cell phones or a GPS locator in the

athlete’s cars to know where the athletes are at all times. This lets us

know if one of our athletes are in trouble. For example, if they are in

jail we will know because of the chip in their phone.

▪ Drug testing – This is to ensure that the athletes are not taking any

illegal substances while they are in season, as well as the off season.

▪ Bodyguard – This is to ensure that the clients are protected from any

negative situations that may occur. For example if a player was to get

into an altercation with a crazy fan while out in public.

▪ Waivers – This is just to ensure that ATDE is allowed to release any

clients or employees that has violated any of our conduct policies such

as bribes, continuous bad behavior, use of illegal substances and etc.

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▪ Packages – The packages will include more than one option because

some players or team/organizations may need to utilize more than one

service at a time.

o Benefits:

• Ensure that the athletes are staying on track to be proper role models and have

a positive public image. If we can prevent something from happening, we will

be able to do so especially with the GPS tracking system and drug testing.

Provide educational classes on finances and marketing of one ’ s personal image

o Features:

• Educational classes - This will be on finances and marketing ones public

image. Mainly teaching these athletes how to manage their money and also

invest their money in order to ensure they avoid bankruptcy. Help athletes

organize and set forth a plan for life after their career (jobs, 401K,

Retirement). As well as how to maintain themselves as proper role models for

future generations.

o Benefits:

• Players are able to learn and understand how to manage their money. In

today’s society, we hear about a lot of these athletes declaring bankruptcy

because they did not take their financial situation seriously and were broke

within 5 years of retiring from the league. We can help them plan their life

while in the league, so that they are better prepared for what comes after they

leave.

Health and Family services

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o Features:

• This service provides health care, daycare and/or personal assistance to the

athlete’s family. It can be purchased by hourly rate or can be a set cost.

o Benefits:

• A lot of these athletes have kids and because of their work schedule and also

the mother’s work schedule they may not be able to stay at home with them.

This would be a service where they can have someone take care of their

children while they are both working.

• The day care will be open from 7am to 10pm while the personal assistance has

no time restriction.

• Ultimately, they do not have to worry about who and where they have to leave

their kids to go to work. We ensure safety for the kids and family while they

are under our supervision.

Organizations in-house investigations

o Features:

• Providing in-house investigation into violations broken by the individuals that

are members of the organization/teams.

o Benefits:

• We provide our own private investigations so that we can eliminate false

information that may surface in the public media.

• Also we will be able to help keep control of the situation so that the

organization/team can manage the publicity and the result of the findings.

Customers

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For our customers, we will be targeting two different groups. The first group will be college

athletes and the second will be the professional level.

o College athlete:

• Age: 17-24

• Gender: Male

• Location: Nationwide

• Social class and occupation: lower class individuals who may get themselves into

troubled situations

• Education: College education/degree

o Professional athlete:

• Age: 17-45

• Gender: Male

• Location: Nationwide

• Income level: 500,000 and over

• Social class and occupation: professional athlete

• Education: College or other alternatives

o For business customers

o Industry: Sport

o Location: Nationwide

o Different Colleges and professional teams:

▪ D1 College examples:

➢ ACC – Florida State and Louisville

➢ Big 12 – Texas Tech, Baylor and Oklahoma

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➢ Big 10 – Michigan and Ohio State

➢ Independent – Notre Dame

➢ Pac-12 – Oregon and UCLA

➢ SEC – Alabama, Auburn, LSU and Texas A&M

o Professional Teams: Members of the NHL, NBA, NFL, and MLB

Quality, and price preferences:

• Quality: We will provide a high end service to our clients, with a professional

staff and services that they can rely upon.

• Price: We will provide individual prices, as well as packages that will include

services desired by the client.

Competition

One of our major competitors will be the company of Securitas AB. They are a

worldwide security company that’s head offices are based out of Stockholm. The business

segment that would most impact us would be the Security Services North America. The

company’s primary focus is on security of high value individuals and target locations. Though

they are primarily based in the security of business and government officials, professional

athletes would most likely be able to afford their services. There are various other security

companies but many of them deal with home security and protection for buildings.

Many of these companies are based out of Europe so there is an open market for a more

local company to come in and take over part of the market. With no knowledge of specific

competition to the sports industry in terms of public image and protection we hope to capitalize

on this market. We will make sure to provide a service more unique to the athletes so that we can

distinguish ourselves from the typical private security firms. If we distinguish ourselves as a

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sports focused entity as well as an American one, we will be able to create separation for

ourselves to succeed.

Other companies that would compete with us in an indirect fashion, would be school

counselors / motivational speakers, and sports agencies. For the most part we would try to work

with these entities to achieve more success. In some cases though these would indirectly compete

with our cliental. If we develop a negative relationship than they could take away potential

clients away from our company. We need to develop a strong relationship in order to help benefit

each other.

Niche

Like written in the competition section above, our niche would focus primarily on our

competition and the differences we have with them. A primary difference would be that many

security firms in the world are based out of European countries. With our headquarters based in

America we would have a more local interaction with the players as well as become more

available to them. The next area we would distinguish ourselves is that fact that our competition

is focused primarily on the protection of government officials and businessmen. We would be

working within a market on the professional athlete as well as college athletes and the protection

they may seek. It is our hope that these two differences between us and our competition will help

to distinguish ourselves in the eyes of our clients.

Promotion

Word of mouth would be the most effective way to market ATDE. For word of mouth to

be effective ATDE will have to make direct connections with their customers. The way to

address an organization, team, or college would to come in contact with player development for

professional organizations and AD’s for universities and colleges. ATDE would essentially

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become a guest speaker for the top four sports played at colleges and professional level (MLB,

NBA, NFL, and NHL). This would allow for players to be exposed to ATDE services and the

benefits from a player and team perspective. The great part about offering these informational

seminars for programs and organizations is the upcoming talent knows who ATDE is and the

service we can provide them.

Promoting to the players unions and networking with those programs will open the doors

for individual clients reaching out to ATDE, and simplify ATDE reaching out and connecting to

these players.

Promoting to sports agencies and agents to make a connection with people who are directly

connected to athletes, upcoming athletes and the higher profile agents who are contracted with

high profiled players.

Attending promotional events or programs for athletes for example combines, all-star

games, and showcases.

Social Media

Twitter, Instagram, LinkedIn, and Emails

Have social media interactions of players accounts be processed through ATDE to make

sure their Twitter or Facebook posts are rated PG and are not going to jeopardize their public

image and bring distractions to the player and team. For example, as seen in a recent scandal

between LeBron James and Kevin Love, where it was just a miss understanding by the media all

due to the way LeBron worded a tweet, it sounded like he was calling Kevin Love out.

From a promotional stand point the appeal for ATDE would be to make connections to

organizations that would work on LinkedIn, and emails to organizations and individuals. Get

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involved with sports sources like SBJ or recruiting programs for employment or seeking to

employee individuals or organizations.

Advertising

Advertising would not have a large expense via media, or to the general public. The

limited amount of general public advertising is a result of ATDE’s niche within the market. Our

target market and niche is not focused on the average everyday person. ATDE has specific

market that appeals to college and professional athletes. Advertising to the organizations that

service and employee, college and professional athletes will be the focus of the sales pitch. The

advertisement for ATDE, media wise will target local advertisement to the areas that are home

for colleges, universities, and their surrounding cites. The professional market appeal for

advertisement is to target entertainment events, events like all-star games, drafts days, and

combines. Sponsoring these events are providing advertisement to the athletes directly, as well

as indirectly sponsoring the event. Athletes are the direct users of the service whether or not they

purchased or the organization the athlete is associated with is the purchaser. Majority of the time

though the purchase will come from the organization the athletes play for. For that reason

advising will be heavily targeted to universities and professional sports teams.

Commercial and media coverage will not come as a major concern trying to target the

market and developing brand awareness through it. Brand awareness will be generated through

the organizations that ATDE represents. The limit of the market will assure that those who seek

the service will continue renewing, and signing new contacts to athlete, while exposing ATDE’s

brand to the athletes of each organization our company represents. For that reason small colleges

and those who basically are not of the top profile organization will be ruled out. For example

promoting to SNHU would not be ideal simply due to the fact that SNHU does not draw a major

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need or a negative exposure to athletes that would be seeking ATDE’s service. In comparison,

Ohio State is a major competitor for college athletics, thus increasing the likeliness for an issue

to occur.

On the professional side, the four major sports played in the United States, limit the

amount of athletes that need or could be exposed to ATDE services. Due to the exposure a

major focus of advertising will be applied to trade shows, word of mouth, networking to

professionals, organizations, and repeat clients and the customers who purchase/used ATDE

service. Trade shows will give exposure of the services to the industry. Word of mouth will

pass it on through customer to customer, and professional and collegiate sports organizations.

Providing a guess speakers, or presenting the service to the heads of organizations for exposure.

Dealer incentive, will be limited, but the use is in hopes to capture an organization as a whole to

service, in other words modeling a memberships that offer packages.

ATDE service promotes an image to the public eye showcasing athletes as a role model,

and to promoting our client in the direction to be role model, then degenerates. Too often athletes

are getting in trouble and broadcast to the public, especially to those of youth that it is okay to

break the rule, define authority, to go against what is right and wrong all because they are

athletes. That says to the youth that as long as you are an athlete you can do whatever one’s

heart desires. Athletes are players that children look up to, and instead of the public seeing what

athletes do wrong, ATDE promotes and showcase what they do right. It is taking an outlook

suggesting that ATDE takes in trouble kid (athletes) and straights their act out. ATDE is like a

steered straight program for kids but instead of athletes. ATDE image takes troubled athletes

and turn them into good people, and for the greater good. ATDE is not a cover-up company for

athletes but to make them better individuals. ATDE is a service for and to help athletes, help

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troubled individuals and to protect them from each other, themselves, and outside sources that

can jeopardize their life, and career. ATDE is seen as a solution, mentor, supportive, helpful,

giving, caring, and believes that people can change for the better than the worse. ATDE is not a

babysitting service but a mentoring service for athletes.

Letterheads, logos, signage, and interior design are the focus of graphic imaging, but

even that being said, the logo, and letterhead would dominate the graphic design segment. The

logo can be used for clothing, brand awareness at events, speaking’s, and trade shows. The

success of making an athlete a better person and stay out of trouble will create the ATDE’s

brand. The letterhead will be used in contacting, contracts, anything that will associate ATDE

logo onto daily used documents and paperwork. The interior design would just be used for the

appeal to athletes but at the same time, the interior design must not be, or look expensive giving

any idea to the individual they are being overcharged for the service.

A system for repeated customers can be produce through packages, or individual

signings. If a service were to be used through an organization the organization can pick the

option to sign up for a package that would renew and expire after x amount of days, or by the

number of athletes and the term to serve them. Once a time frame is completed the package is

to automatically renew. Informing the members of the expiration and it is time to renew. On the

other hand based on individuals athletes, were to be traded, be let go, retire or graduate/drafted

(only referring to university’s and their athletes) the employer of the athlete would be responsible

to finish paying to the remained of the time left on the contract, or in case of a trade carry it from

one athlete to another. Keeping constant contact with the organizations and individuals will

assure that repeated business exist and create brand loyalty to the next time the service is to be

need, along with making sure there are no relapse of those athletes steered straight from trouble.

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Pricing

Our method for pricing is based on what the average cost of a security guard around the

world. Since we are a company trying to expand our customer base from college to professional

athletes, we plan to have a median price for our services compared to other companies. We plan

on providing top quality services to our consumer so it will be worth the money that they are

paying for. These would be examples of our price options:

Price Packages

Professional

Gold Package (Full Service) = $650,000

Silver Package (Half Service = 3 programs offered) = $320,000

College

Gold Package (Not including Family Services) = $550,000

Individual Prices

Drug Testing = $48,000

Protection Detail = $170,000

Educational Classes = $102,000

Family Services = $52,000

Medical Services = $159,000

Proposed Location

Location would be chosen based on the proximity of colleges/universities as well as

professional organizations. For this reason in order to avoid from specific headquarters being

burdened with too many teams, we would divide headquarters into regions. Most likely this will

mean anywhere from 4-8 headquarters or regions in the United States.

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VI. Operational Plan

Production

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Our products are providing bodyguards, drivers, educational classes, drug tests,

monitoring abilities for organizations, health and family services, and also in-house

investigations. All our services will have different pricing models. When ATDE provides

services we will make sure that the service we provide is one of the best if not the best. Limiting

the amount of room for error is very important. This can be achieved by simply making sure that

those that are specialized in a certain task are properly trained for that task. The purpose of this is

to reduce the risk for our company.

Customer service is one of our key components to ensure that we are able to continue to

grow our company. If we do not provide great customer service then we may gain negative

exposure with other sports entities. But if we provide great customer service, it will attract more

organizations and athletes and we will be able to expand our company all over the United States.

Location

Each of the states that support 5 or more teams and/or with all 5 major sports would

operate with a headquarters focused on them as they will have enough business to be profitable

on their own. From there the other states would have a headquarters within one state that would

be in charge of their region. Regions like Texas and California both support multiple sports

teams in both the professional and collegiate levels, providing a viable reason for the states to

focus their energy and service to within the state.

The headquarters will oversee their region of service, and will cover any additional

support a client may need. Within the states the locations will operate either out of a centralized

city for all sports team or the largest business driven city in the state. The locations of the schools

can be found on Appendix G and H.

• States of operation

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o California

o Arizona

▪ New Mexico, Utah, Nevada, Colorado, Wyoming, Montana, Idaho,

Seattle, Oregon

o Texas

o Florida

▪ Would also represent North Carolina, South Carolina, Georgia, Alabama,

Tennessee

o Missouri

▪ Would also represent Oklahoma, Kansas, Nebraska, Arkansas, Louisiana,

Mississippi

o Illinois

▪ Would also represent Wisconsin, Minnesota, Michigan, North and South

Dakota, and Iowa,

o Ohio

▪ Would also represent Indiana, West Virginia, Virginia, Kentucky, lower

New England

o Pennsylvania

o New York

o Massachusetts

▪ Would then represent all of upper New England

• Physical requirements:

o Amount of space

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▪ Floors:

➢ 1st floor - Entrance, Waiting Room

➢ 2nd floor - Customer service and Offices of operation

➢ 3rd floor - Health and Family services

➢ 4th floor - Educational classes

➢ 5th floor - Monitoring

▪ 5 floor max for every for every location with 20 or less teams for assigned

area for operations

▪ 9 floors max for every location with 20+ more teams for assigned area for

operations, after 1st floor each following floor will be doubled to

accommodate larger business capacity.

▪ Parking Garage

▪ Outside area of use for lounging, picnicking or organization’s employee

activities, and playground for daycare service

o Type of building

▪ High Rise with underground parking or additional parking garage

o Zoning

• One Loading dock for office materials, equipment, supplies

o Power and other utilities

• Increased safety standards due to high amount of children.

Access

Location is to be accessible to the highway and no farther than a 45 minute drive to the

airport. Next determining factor for the location will be accessibility to our clients located within

26

the region. Building must have access for families as well as handicapped individuals or those

with disabilities.

Hours of Operations:

• Main office Hours of Operations 9:00 am – 5:00 pm

• Daycare Hours of Operation 9:00 am – 5:00 pm (1st shift) and 5:00 pm -

1:00 am (2nd shift) for game days

• Educational classes offered 8:00 am – 11:00 am & 5:00 pm – 10:00 pm

• Bodyguard service by the hour – 24 hour service

Legal Environment

o Health regulations

• Must have non-online degrees and licenses

• Benefit plan

• Family and medical leave

o Workplace regulation

• Professional at all times

• High expectations

• All employees will be treated fairly regardless of race, color, religion, sex or age

• Safety

• We will provide a lie detector test to those who are suspected of inappropriate

behavior or conduct

o Permits (zoning, building, sales tax license, health department permit, and professional

licenses)

27

• Since we are having a day care service for the athletes and family, we need to

obtain a Child Care License. This is to ensure that the children are being well

taken care of in a safe, healthy and positive environment by trained and well

qualified staff.

• We must have a sales tax license because we are selling the services that we offer.

By not obtaining a sales tax license it is a criminal offense and can affect our

company in the long run.

o Special Regulations

• Social media

▪ The employees will not be able to use social media so that they are not

able to post private information about our clients.

• Anti-bribery

▪ No acts of bribery will be tolerated. The employee should not demand,

look for, and accept any offers of value that can influence the way they do

their jobs.

▪ Any employee that we discover that has accepted any form of bribery will

be automatically terminated.

o Insurance Coverage

• We will offer different types insurance policy for our workers such as medical and

vehicle policies.

o Trademark

28

• Although we do not have a specific product to put a trademark on, it would be

best if we registered our company name for proper legal protection. It prevents

someone from falsely using our company name.

Personnel

We would like to have a substantial number of employees. This is primarily needed for

our goal of reaching customers throughout the United States. Our personal will be well trained

individuals that specialize in various areas. As we want our clients to know that they are getting

the best quality service for their payments. We would look for individuals that are specialized

and experienced in the areas they are employed. We would require them to have years of

experience in order to qualify for employment. Take our Bodyguards for example they will be

paid about 75,000 dollars for a base annual salary. There will be bonuses extended on job

performance and the conduct of which they carry themselves.

We would also look to negotiate some consultant agreements with various medical

practices, such as physical therapists as well as counselors for individuals and family. These will

be decided depending on the services negotiated by us and the mutual party. Our base pay will be

around $50,000 with that changing on the terms of the contract. The consultants will be relied on

for the medical side of our company and ensuring our clients and their families enjoy a happy

lifestyle.

Requirements for Personal Bodyguard:

• 5 years of professional experience in the private security field.

• Willingness to be available at all times of the day, based on client request.

• Must sign a waiver based on ATDE’s legal policies

• Perform duties in a respectable and professional way.

29

• Employee will be subject to termination if found of any conduct considered

unprofessional or unethical.

• Pay will be based on applicants experience and their potential to be a positive

member of ATDE.

Requirements for Physical Therapist:

• Strong base of professional experience in the field of medicine

• Will work with clients based on their schedules and availability

• Must sign a waiver based on ATDE’s legal policies

• Show a knowledgeable understanding of sports injuries and how to get the best

recovery from them

• Must become a respectable and professional individual as they are subject to

termination if found not to be.

• Pay will be based on the consulting agreement negotiated with the individuals

own company

VII. Management and Organization

Management Structure

30

Our Board of directors will consist of Adam Evans, Christy Novembre, and Tom Dolan.

With the three directors, all decisions will be put to a vote therefore there will always be a

majority division. We will have primary control over the company in terms of the operation and

investment responsibilities. We would then delegate other operation actions to our various

regional branches that would be set up around the United States. Each branch would have the

same Management structure with departments run by:

➢ Director of Marketing / Primary responsibility will be focused on marketing ATDE and

making sure that we are getting our company out to potential clients.

➢ Director of Operations / Primary responsibilities will be focused on the day-to-day duties

that we provide to our clients and their families.

➢ Director of Security / Primary responsibilities will be focused on providing both physical

and technological protection to our clients.

➢ Director of Finances / Primary Responsibilities will be focused on the financial standing

of the branch and handling the financial transactions with clients.

➢ Law Consultant / will handle all legal matters involving clients as well as the branch

itself.

➢ Advisory Meetings will be run monthly or if needed be on a specific case basis. The

meetings will include the three board of directors and the 4 members of management at

the local branch of ATDE. The structure for the organization can be found on Appendix

E.

VIII. Financial Plan

ATDE’s financial plan can be seen on Appendix C. The financial plan covers the first 12

months. For the company’s best and worst case scenario it can be found on Appendix A & B.

31

The plan also covers purchases, payroll, rent, accounting & legal, advertising, and insurance

which all can be found on Appendix D.

IX. Appendices

Appendix A:

“Best Case” sale forecast for first three years.

32

Appendix B:

1st Year 2nd Year 3rd Year

Business to Business:

Professional

Gold Package (Full Service) 30 x $650,000 = $19,500,000 35 x $650,000 = $22,750,000 40 x $650,000 =$26,000,000

Silver Package (Half Service = 3 programs offered)

20 x $320,000 = $6,400,000 25 x $320,00 = $8,000,000 30 x $320,000 = $9,600,000

College

Gold Package (not including family services)

25 x $550,000 = $13,750,000 30 x $550,000 = $16,500,000 35 x $550,000 = $19,250,000

Total Business to Business $39,650,000 $47,250,000 $54,850,000

Business to Consumer

Drug testing 20 x $ 48,000 =$960,000 25 x $48,000 = $1,200,000 30 x $48,000 = $1,440,000

Protection detail 30 x $170,000 = $5,100,000 35 x $170,000 = $5,950,000 40 x $170,000 = $6,800,000

Educational class 30 x $102,000 = $3,060,000 35 x $102,000 = $3,570,000 40 x $102,000 = $4,080,000

Family Services 10 x $52,000 = $ 520,000 15 x $52,000 = $780,000 20 x $52,000 = $1,400,000

Medical Services 20 x $159,000 = $3,180,000 25 x $159,000 = $3,975,000 30 x $159,000 = $4,770,000

Total Business to Consumer $12,820,000 $15,475,000 $18,490,000

Total for the Year $52,470,000 $62,725,000 $73,340,000

Best Case Scenario for Atheles Tatcial Defense Enterprises

33

“Worst Case” sale forecast for the first three years.

Appendix C:

1st Year 2nd Year 3rd Year

Business to Business

Professional

Gold Package(Full Service) 15 x $650,000 =$9,750,000 20 x $650,000 =$13,000,000 25 x $650,000 =$16,250,000

Silver Package (Half Service = 3 Programs offered )

10 x $320,000 =$3,200,000 15 x $320,000 =$4,800,000 20 x $320,000 =$6,400,000

College

Gold Package ( not including Family Services)

10 x $550,000 =$4,900,000 15 x $550,000 =$7,350,000 20 x $550,000 =$9,800,000

Total Business to Business $17,850,000 $25,150,000 $32,450,000

Business to Customer

Drug Testing 10 x $48,000 =$480,000 15 x $48,000 =$720,000 20 x $48,000 =$960,000

Protection Detail 10 x $170,000 =$1,700,000 15 x $170,000 =$2,550,000 20 x $170,000 =$3,400,000

Educational class 15 x $102,000 =$1,530,000 20 x $102,000 =$2,040,000 25 x $102,000 =$2,550,000

Family Services 0 x $52,000 =$0 5 x $52,000 =$260,000 10 x $52,000 =$520,000

Medical Services 10 x $159,000 =$1,590,000 15 x $159,000 =$2,385,000 20 x $159,000 =$3,180,000

Total Business to Consumer $5,300,000 $7,721,000 $10,610,000

Total for the Year $23,150,000 $32,871,000 $43,060,000

Worst Case Scenario for Atheles Tatcial Defense Enterprises

34

Appendix D:

Balance Sheet For ADTE First Year Second Year

Current Assets

Cash 14,000,000.00$ 20,000,000.00$

Investments -$ -$

Inventories -$ -$

Accounts receivable 46,670,000.00$ 55,825,000.00$

Pre-paid expenses -$ -$

Other 2,500.00$ 3,000.00$

Total 60,672,500.00$ 75,828,000.00$

Fixed Assets

Property and equipment 3,100,000.00$ 3,180,000.00$

Equity and other investments -$ -$

Less accumulated depreciation (Negative Value) -$ -$

Total 3,100,000.00$ 3,180,000.00$

Current Liabilities

Accounts payable 7,000.00$ 10,000.00$

Short/Current Long Term Debt -$ -$

Other 700.00$ 1,500.00$

Total 7,700.00$ 11,500.00$

Long-term Liabilities

Rent 16,000.00$ 20,000.00$

Total 16,000.00$ 20,000.00$

Owner Equity

Common Stock 2,000.00$ 3,500.00$

Accumulated retained earnings (1,500.00)$ (1,000.00)$

Total 500.00$ $4,500.00

Total Liabilities & Stockholder Equity 24,200.00$ 34,000.00$

35

Cash Flow Statement

Fiscal year be-gins:

(Pre) Startup

JAN

FEBMAR

APR

MAY

JUN JULAUG

SEP OCT NOV DEC Total

1/5/12EST 05

05

05

05 05

05

05

05

05

05 05 05

Item EST

Cash on Hand (beginning of

month)

$16,000,000.00

$30,000,000.00

$34,000,000.00

$36,000,000.00

$38,000,000.00

$42,562,893.00

$45,201,483.00

$46,597,396.00

$50,536,430.00

$54,265,794.00

$60,482,182.00

$65,149,734.00

$61,625,850.33

$61,625,850.33

Cash Receipts

Cash Sales $-

$4,372,500.00

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.0

0

$4,72,500.00

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.00

$4,372,500.0

0

$52,470,000.00

Total $-

$4,372,500.00

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.0

0

$4,372,500.00

$4,372,500.0

0

$52,470,000.00

Total Cash Available (be-fore cash out)

$16,000,000.00

$34,372,500.00

$38,372,500.00

$40,372,500.00

$42,372,500.00

$46,935,393.00

$49,573,983.00

$50,969,896.00

$54,908,930.00

$58,638,294.00

$64,854,682.00

$69,522,234.00

$65,998,350.33

$114,095,850.33

Cash Paid Out

Purchases (Cars)

$52,000.00

$4,334.00

$4,334.0

0

$4,334.0

0

$4,334.0

0

$4,334.0

0

$4,334.0

0

$4,334.0

0

$4,334.0

0

$4,334.0

0

$4,334.0

0

$4,334.00

$4,334.0

0

$104,008.00

Purchases (Computer

Chip)

$21,000.00

$175.00

$175.00

$175.00

$175.00

$175.00

$175.00

$175.00

$175.00

$175.00

$175.00

$175.00

$175.00

$23,100.00

Payroll ex-penses (taxes,

etc.)$-

$7,354,866.67

$7,354,866.6

7

$7,354,866.6

7

$7,354,866.6

7

$7,354,866.6

7

$7,354,866.6

7

$7,354,866.6

7

$7,354,866.6

7

$7,354,866.6

7

$7,354,866.6

7

$7,354,866.67

$7,354,866.6

7

$88,258,400.04

Supplies (office &

oper.)

$8,000,000.0

0

$- $- $- $- $- $- $- $- $- $- $- $-$8,000,0

00.00

Repairs & maintenance

$- $-

Advertising$750,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.0

0

$250,000.00

$3,750,000.00

Car, deliv-ery & travel

$20,420.00

$2,042.0

$2,042.0

0

$2,042.0

0

$2,042.0

0

$2,042.0

0

$2,042.0

0

$2,042.0

0

$2,042.0

0

$2,042.0

0

$2,042.0

0

$2,042.00

$2,042.0

0

$44,924.00

36

0

Accounting & legal

$1,000,000.0

0

$83,100.00

$83,100.00

$83,100.00

$83,100.00

$83,100.00

$83,100.00

$83,100.00

$83,100.00

$83,100.00

$83,100.00

$83,100.00

$83,100.00

$1,997,200.00

Rent$16,000.00

$8,000.00

$8,000.0

0

$8,000.0

0

$8,000.0

0

$8,000.0

0

$8,000.0

0

$8,000.0

0

$8,000.0

0

$8,000.0

0

$8,000.0

0

$8,000.00

$8,000.0

0

$112,000.00

Telephone and Internet

$12,000.00

$1,000.00

$1,000.0

0

$1,000.0

0

$1,000.0

0

$1,000.0

0

$1,000.0

0

$1,000.0

0

$1,000.0

0

$1,000.0

0

$1,000.0

0

$1,000.00

$1,000.0

0

$24,000.00

Utilities $-

$5,000.00

$5,000.0

0

$5,000.0

0

$5,000.0

0

$5,000.0

0

$5,000.0

0

$5,000.0

0

$5,000.0

0

$5,000.0

0

$5,000.0

0

$5,000.00

$5,000.0

0

$60,000.00

Insurance$80,000.00

$6,666.00

$6,666.0

0

$6,666.0

0

$6,666.0

0

$6,666.0

0

$6,666.0

0

$6,666.0

0

$6,666.0

0

$6,666.0

0

$6,666.0

0

$6,666.00

$6,666.0

0

$159,992.00

Interest $-

$31,200.00

$31,200.00

$31,200.00

$31,200.00

$31,200.00

$31,200.00

$31,200.00

$31,200.00

$31,200.00

$31,200.00

$31,200.00

$31,200.00

$374,400.00

Total

$9,951,420.0

0

$7,746,383.67

$7,746,383.6

7

$7,746,383.6

7

$7,746,383.6

7

$7,746,383.6

7

$7,746,383.6

7

$7,746,383.6

7

$7,746,383.6

7

$7,746,383.6

7

$7,746,383.6

7

$7,746,383.67

$7,746,383.6

7

$102,908,024.04

Cash Paid Out (Non P&L)

Loan princi-pal payment

$-

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.0

0

$150,000.00

$1,800,000.00

Total $-

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.00

$150,000.0

0

$150,000.00

$1,800,000.00

Total Cash Paid Out

$9,951,420.0

0

$7,896,383.67

$7,896,383.6

7

$7,896,383.6

7

$7,896,383.6

7

$7,896,383.6

7

$7,896,383.6

7

$7,896,383.6

7

$7,896,383.6

7

$7,896,383.6

7

$7,896,383.6

7

$7,896,383.67

$7,896,383.6

7

$104,708,024.04

Cash Position (end of month)

$6,048,580.0

0

$26,476,116.33

$30,476,116.33

$32,476,116.33

$34,476,116.33

$39,039,009.33

$41,677,599.33

$43,073,512.33

$47,012,546.33

$50,741,910.33

$56,958,298.33

$61,625,850.33

$58,101,966.66

$9,387,826.29

37

Appendix E:

Below is the ATDE hierarchy

Athlete Tactical De-fense Enterprises

Educators on Per-sonal Finances

Private Security FirmsDrug Testing &

Educators on Drug Abuse

Luxury Car ser-vices

Retirement Spe-cialized Accoun-

tants

Educators on play-ers’ personnel im-

age

Revenue:Payment from

drug testing + con-sulting advice

Expense:Drug test and hir-ing of consultant

Expense:Personnel hired for security & trans-

portation

Revenue:Payment from se-

curity and personal driver

Expense:Cost of hiring a consultant & to host a seminar

Revenue:Payment from

Seminars & finan-cial advice

Expense:Cost of hiring a

consultant

Expense:Cost of hiring a

consultant

Revenue:Payment Luxury

Car Service

Expense:Cost of hiring a consultant & to host a seminar

Revenue:Payment from

consulting advice

Revenue:Payment from

consulting advice

38

Appendix F:

Hub and Spoke Model

39

Appendix G:

The number of Big Four teams based on their home state is shown in the map below:

Appendix H:

This is where we will have our headquarters

40

Reference

Care.com. (2014). Care.com: Find Child Care, Senior Care and Pet Care and More. Retrieved

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from http://www.care.com/

Kauffman, A., & Lasofsky, J. (2014, April 30). Mizzou, Georgia Top List of SEC Student

Athlete Arrests | KOMU.com | Columbia, MO |. Retrieved from

http://www.komu.com/news/mizzou-georgia-top-list-of-sec-student-athlete-arrests/

Securita. (2014). About Us - Securitas. Retrieved from http://www.securitas.com/en/about-us/

Tracy, A. (2014, September 15). Which Pro Sport Has the Highest Arrest Rate? Retrieved from

http://www.vocativ.com/culture/sport/nfl-arrest-rates/