Green Thumb Nursery and Garden Center

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Executive Summary

Green Thumb Nursery and Garden Center is a plant nursery and garden center in Kentucky. We grow and sell trees, shrubs, perennials, annuals and vegetable starts, stock soil, pots, tools and garden supplies and offer delivery and planting help. Customers get advice from people who garden, plants suited to our climate and a place to browse on a weekend.

Why this fits. People love their yards, and they want plants that live. Big stores sell plants that may not suit the local climate and have few staff who can advise. A local nursery that knows which plants thrive here, keeps them healthy and answers questions earns repeat customers each spring and fall, plus landscapers and builders who need a reliable supplier.

Here is what our numbers show. In Year 1 we plan about 8,000 plant and tree sales, 5,600 garden supply sales and 80 delivery and planting jobs. That brings in sales of $388,800, growing to $848,331 by Year 5. We expect a loss of about $4,600 in Year 1 because the greenhouses, the inventory and the land lease are paid before the season builds, then a profit of about $12,600 in Year 2, $46,300 in Year 3 and $84,700 by Year 5. A garden business earns most of its money from spring to early summer and again in the fall, so the plan holds cash for the slow winter months.

We need $175,000 in total. Of that, $106,100 is startup costs (two hoop-house greenhouses, irrigation and benches, a delivery truck, a point-of-sale system, opening stock of plants, the lease deposit, licenses and insurance), and the rest is cash for the first months and the slow season. I am putting in $85,000 of my own savings and asking for a $90,000 SBA 7(a) loan.

I am Walt Henderson, the owner and nursery manager, with thirteen years in horticulture and retail nurseries, including six as a nursery manager. These numbers are estimates based on the assumptions listed at the end of this plan, not promises.

Company Description

Green Thumb Nursery and Garden Center is a small, independently owned plant nursery and garden center in Kentucky, planned as a limited liability company (LLC). We serve homeowners, gardeners, landscapers and small businesses in our county and the towns around it from a leased sales yard with greenhouses.

Our mission. To help people grow plants that thrive, and to grow our community's gardens one yard at a time.

What we believe. A good nursery tells the truth about plants. We sell plants that suit our climate, soil and water, label them with sun and size information, tell customers how to care for them and stand behind what we sell with a fair replacement policy. We do not sell plants that are invasive in our area, and we handle garden products carefully and explain their safe use.

What we offer:
- Plants and trees. Shade and fruit trees, shrubs, perennials, annuals, vegetable and herb starts and houseplants, grown or bought from trusted growers.
- Garden supplies. Soil, mulch, fertilizer, pots, tools and garden decor.
- Delivery and planting services. Delivery of large orders and planting help for trees and shrubs.
- Advice and classes. Free advice at the counter and short weekend classes on planting, pruning and vegetable gardens.

Who we serve. Homeowners, new gardeners, landscape contractors, schools and churches with gardens and small businesses.

What we do not do. We do not sell plants that are on our state's invasive list, promise that every plant will survive without proper care, sell restricted chemicals without the required license or guess when we do not know the answer.

How we are run. I am the owner and nursery manager. Two nursery and sales staff, counted as full-time equivalents, work with me from Year 1 and the team grows to four. A delivery and planting crew member joins in Year 2. An accountant keeps the books.

Where things stand today. We have toured two properties and have a lease offer on one, quotes for the greenhouses and irrigation, supplier agreements with three wholesale growers, and early interest from two landscapers and a school garden club. (Replace this with where you really are.)

Problem & Opportunity

Gardeners often struggle to find plants that will thrive. Big stores bring in plants from far away, which may not survive local winters or soil. Staff may not know the answers to simple questions about sun, water or pests. Plants may be left to dry out on a hot lot. Customers who lose a plant may blame themselves.

Landscapers and builders have another need. They want a nursery that stocks what they need, delivers on time and offers a trade price.

Running a nursery is also hard. Plants are alive, so inventory can die, outgrow its pot or sit unsold. Sales swing sharply between spring and winter. Weather can bring heat, frost or drought. Water, labor and greenhouse costs must be paid all year.

For a new owner, the hard parts are the cost of the land lease, greenhouses and opening inventory, getting the plant mix right and building a base of customers before the first season ends.

We want to be clear about what we know and do not know. Nurseries are a real, seasonal retail business with loyal customers when plants are good and advice is honest. We do not know how fast customers will find us, so our plan assumes a loss in Year 1 and cash to cover the slow months. We will use current local numbers on households, gardening interest and competing nurseries in our final plan and will not overstate them.

Products & Services

Green Thumb Nursery and Garden Center will sell healthy plants that suit our climate and help people keep them alive.

How it works, step by step:
1. Choose plants. We select plants that do well in our area, based on grower advice and our own trials, and avoid invasive plants.
2. Buy and receive. We order from trusted growers, inspect each delivery for pests and disease and quarantine new stock.
3. Care. Staff water, feed and prune plants daily and move them to the right light and shade, with records of what was sold and what was lost.
4. Display and label. Plants are grouped by use and light, with a tag that shows size, sun and water needs and care tips.
5. Advise. Staff ask what the customer wants, the sun and soil they have and suggest plants and supplies.
6. Sell and deliver. Customers pay at a simple checkout, and we deliver and plant larger orders.
7. Guarantee. We offer a fair replacement policy that requires a receipt and basic care and explain it in writing.
8. Teach. Weekend classes and a seasonal newsletter help customers succeed and return.

Why this approach is strong. Customers return to a nursery that sells plants that live and gives honest advice. Landscapers rely on a nursery that delivers what it promises.

Market Analysis

Who we serve: homeowners, gardeners, landscapers, small businesses, schools and churches in our county and the towns around it.

Our primary group is homeowners who garden and want plants and advice, especially in spring and fall. Our secondary group is landscapers and builders who buy plants in volume, and community gardens and schools. We will use the most recent local numbers on households, home values and competing nurseries in our final plan.

How we sized our plan. We plan about 8,000 plant and tree sales, 5,600 supply sales and 80 delivery and planting jobs in Year 1, growing to 15,000, 10,800 and 185 by Year 5. Our Year 1 prices are about $28 per plant sale, $22 per supply sale and $520 per delivery and planting job, rising about 3% a year.

Demand data. Early interest from two landscapers and a school garden club covers part of the first season. We do not count on any one customer. Sales are highest in April through June and again in September and October.

We do not serve everyone. We pass on special orders of plants we cannot grow or source well, and we refer customers with serious plant disease or pest problems to the county extension service.

Competitive Landscape

Other choices for customers, and what makes us different.

- Big-box stores and grocery garden centers. They are cheap and convenient. We offer plants that suit our area and staff who can advise.
- Other independent nurseries. Some are excellent. We compete on plant health, selection and trade service.
- Online plant sellers. They offer variety. We offer plants you can see, a local guarantee and help.
- Landscapers who sell plants. They may mark plants up. We offer a trade price and delivery.
- Plant sales by clubs and farmers markets. They are fun and seasonal. We are open year-round.

What makes us different.
- Plants chosen for our climate and labeled with care tips.
- Honest advice and a clear replacement policy.
- Delivery and planting for larger orders.
- Weekend classes and a seasonal newsletter.

What we do not claim. We are new. Larger garden centers have more stock and bigger budgets. We plan to earn loyalty one healthy plant at a time.

Marketing & Sales Strategy

How we will reach customers.

Grand opening and spring sale. A grand opening weekend in early spring with free advice and small gifts for the first 100 customers, and a seasonal sale each fall.

Landscapers and builders. We will visit landscapers, builders and property managers, bring a trade price list and offer delivery and a reserved bench of plants for their projects.

Schools, churches and garden clubs. We will offer a discount and a free talk for school and community gardens.

Online and social media. A website with plant lists and care guides, a Google business listing, reviews and social media with weekly plant picks and seasonal tips.

Classes and events. Free weekend classes on topics such as vegetable gardens and pruning, and a plant swap in the fall.

Pricing. About $28 per plant sale, $22 per supply sale and $520 per delivery and planting job in Year 1, set to be fair compared with nearby stores.

Operations Plan

How the business will run.

Setup (the 4 to 5 months before opening). We will form the LLC, get an EIN and open a business bank account, sign the lease, get the business license, sales tax registration and plant dealer license our state requires, build and test the greenhouses and irrigation, set up the checkout, order opening stock, hire and train staff and plan the first season's classes.

The site. A leased lot of about one acre with a sales yard, two hoop-house greenhouses, a small shed and parking. Land and yard rent is $30,000 a year in Year 1.

Staffing. In Year 1: I serve as owner and nursery manager. Nursery and sales staff, counted as full-time equivalents and paid $28,000 a year each, are about two in Year 1, growing to four by Year 5. A delivery and planting crew member, paid $32,000 a year, joins in Year 2.

Costs. Plants, soil, pots and other products cost about $13.50 per plant sale, $13.50 per supply sale and $260 per delivery and planting job in Year 1. Utilities and water are about $8,400 a year, insurance about $4,800, truck fuel and maintenance about $4,800 and marketing and seasonal events about $7,200.

Inventory. Plant inventory is a large part of the cash we need. We buy in stages, track what sells, mark down stock that is aging and avoid buying more than a season can sell.

Safety and compliance. We keep state plant inspection records, store products safely and follow the rules for any chemicals we sell.

Payments. Most sales are paid at checkout by card. Landscapers may pay on terms, so about $11,664 is owed to us at the end of Year 1.

Insurance. We carry general liability, property, commercial auto for the truck, workers' compensation and coverage for the greenhouses.

Management & Organization

The people who will run Green Thumb Nursery and Garden Center.

Walt Henderson, owner and nursery manager. Thirteen years in horticulture and retail nurseries, including six years as a nursery manager who bought plants, scheduled staff and taught classes. He leads buying, plant care, sales and finance. (Replace this paragraph with your own background and any license your state requires.)

Nursery and sales staff (from Year 1). Care for plants, advise customers and run the checkout.

Delivery and planting crew (from Year 2). Delivers orders and plants trees and shrubs.

Outside advisors. A county extension agent, a landscaper, an accountant, an insurance broker and a free mentor from SCORE or the Small Business Development Center.

Staff pay in this plan is a full year per person: owner and nursery manager $44,000, nursery and sales staff $28,000 per full-time equivalent and delivery and planting crew $32,000. Replace them with the pay you can offer where you live.

Milestones Narrative

Our goals and when we plan to reach them.
- Before opening (4 to 5 months ahead): sign the lease, get the business license and plant dealer license, build the greenhouses and irrigation, sign supplier agreements and order opening stock in time for the spring season.
- Year 1: about 8,000 plant sales and 80 delivery and planting jobs; $388,800 in sales and a loss of about $4,600.
- Year 2: a delivery and planting crew member and about 10,500 plant sales; $537,042 in sales and a profit of about $12,600.
- Year 3: about 12,500 plant sales and the first strong profit; $664,186 in sales and a profit of about $46,300.
- Year 4: a replacement truck and about 14,000 plant sales; $765,397 in sales and a profit of about $68,000.
- Year 5: about 15,000 plant sales and 185 delivery and planting jobs; $848,331 in sales and a profit of about $84,700.
Growth depends on winning and keeping customers, so treat the later years as goals, not promises.

What we check every week: sales by category, plant losses and markdowns, inventory on hand, weather, delivery jobs, unpaid trade invoices and cash in the bank.

Funding Request

How much we need and how we will use it. Total we are raising: $175,000.

How we got that number. The Funding Need Calculator in this plan adds up three things:
- Startup costs of $106,100, listed item by item in the Startup Costs section: $22,000 for two hoop-house greenhouses; $9,000 for irrigation system, benches and display racks; $16,000 for used delivery truck and flatbed trailer; $7,000 for point-of-sale system, checkout counter and a small shed; $30,000 for opening stock of trees, shrubs, perennials and annuals; $6,000 for lease deposit and first month for the land and sales yard; $900 for business license, sales tax and plant dealer license; $3,200 for attorney and accountant: lease review, LLC and books; $6,000 for sign, branding and a website; $6,000 for insurance down payment and grand opening.
- The cash the business uses before it breaks even, about $22,400. Inventory, the greenhouses and the first months of rent are paid before the spring season brings in sales, and the winter is slow, so a good amount of cash is needed to carry the business through the first year.
- A cash cushion of about $41,700: three months of Year 1 operating costs.
- Together, the cash used before break even and the cushion come to about $64,100, and the three pieces add up to about $170,200, rounded up to the nearest $500: $170,500.
We are raising $4,500 more than that, $175,000 in all, to cover a cold or wet first spring and the delivery and planting crew member added in Year 2. With this funding, the lowest year-end cash balance is about $86,100, at the end of Year 1.

Where the money comes from:
- My own money: $85,000.
- SBA 7(a) loan: $90,000.

Kind of funding we are looking for. An SBA 7(a) loan from a lender that finances small retail businesses, backed by my own savings and the equipment and inventory as collateral.

How we will pay it back. We expect a loss of about $4,600 in Year 1, a profit of about $12,600 in Year 2, a profit of about $46,300 in Year 3, a profit of about $68,000 in Year 4 and a profit of about $84,700 in Year 5. With this funding, the business has money in the bank at the end of every year of the plan. Our loan is the SBA 7(a) loan at 12.5% over 10 years, about $1,317 a month. That payment is already included in our cash flow. We chose these as cautious planning rates; ask the lender for the real rates, which may be lower or higher.

What we are offering the lender: the equipment and inventory and my personal guarantee.

A smaller first step, if needed. If we cannot raise the full amount right away, we can start smaller and grow into this plan:
- Phase 1: open with one greenhouse, a smaller opening inventory and no delivery truck for the first season, which lowers startup costs and the loan.
- Phase 2: once the first season is proven, add the second greenhouse, the truck and the crew member and follow this plan.
To plan the smaller start, make a copy of this plan (use Duplicate) and lower the numbers to match.

All numbers in this plan are estimates. We will update them as real results come in.

Appendix Notes

Documents to attach before you send this plan:

- Your resume and a personal financial statement (a list of what you own and what you owe; lenders usually provide a form).
- Business registration papers and your EIN (your business tax number from the IRS, free at irs.gov).
- The land lease or a letter of intent from the landlord.
- Quotes for the greenhouses, irrigation and truck.
- Your plant dealer license application and supplier agreements.
- Your plant list, price list and replacement policy.
- Letters of interest from landscapers, schools and garden clubs.
If you don't have any of this yet, no worries - let's continue.

The assumptions behind our numbers (change them in the Financials section to match your own):
- Plants and Trees (per sale): about $28 in Year 1, rising to $31.51; about $13.50 in direct costs, rising to $15.19; about 8,000 in Year 1, growing to 15,000.
- Garden Supplies, Soil and Pots (per sale): about $22 in Year 1, rising to $24.76; about $13.50 in direct costs, rising to $15.19; about 5,600 in Year 1, growing to 10,800.
- Delivery and Planting Services (per job): about $520 in Year 1, rising to $585; about $260 in direct costs, rising to $293; about 80 in Year 1, growing to 185.
- Plant inventory is counted as about 24% of the year's plant and supply costs, which is why startup cash includes a large opening stock of $30,000. Prices rise about 3% a year.
- A replacement truck and added equipment are bought in Year 4 ($18,000), and the plan includes smaller amounts each year for benches, tools and repairs.
- Pay (a full year, per person): owner and nursery manager $44,000; nursery and sales staff (full-time equivalents) $28,000; delivery and planting crew $32,000.
- Other yearly costs in Year 1: land and yard rent $30,000, utilities and water $8,400, insurance $4,800, truck fuel and maintenance $4,800, marketing and seasonal events $7,200, accounting and legal $3,200, payroll taxes $8,500. These grow between 3% and 12% a year.
- Startup equipment and later purchases ($54,000 in Year 1, then $4,000, $4,000, $18,000 and $4,000) are spread evenly over five years in the plan's books.
- Customers and payers pay about 11 days after service, so at the end of Year 1 about $11,664 is still owed to us. Income tax at 21%.
- Every dollar amount is an estimate. Replace them with your own quotes and research.

Startup Costs