business plan for wood furniture

How to Start a Woodworking Business: A Complete Guide

By Ty Criswell

Published August 28, 2023

From selling on Etsy to setting up at your local farmers market, there are numerous ways to start a woodworking business.

It can be a rewarding venture for those with a passion for the craft. By turning your skills and love for woodworking into a profitable business, you can create a sustainable income while doing what you enjoy.

While some may only aim to do this as a side hustle, it is definitely possible to turn it into a full time job. It really depends on your goals and how much time you want to dedicate to the business.

Although it may be difficult to make a significant amount of money woodworking, I can attest to the fact that it is a very fulfilling endeavor.

As with any new venture, there are several critical steps to consider when starting your woodworking business, such as determining the right business structure, conducting market research, and crafting a comprehensive business plan.

To set up a successful woodworking business, you’ll need to have an efficient workspace, acquire necessary equipment and materials, and comply with relevant regulations. Creating a strong brand identity is crucial to stand out in the market and attract customers.

Pricing your products for profit will ensure that your business is financially viable in the long run. Managing employees, labor, and business finances are also integral parts of maintaining and growing your woodworking business.

Key Takeaways on How to Start a Woodworking Business

• Woodworking is not a get rich quick type of side hustle, more of a slow burn. It takes dedication, but could become very rewarding. This is the case with most small business.
• Starting a woodworking business requires thorough planning, market research, and a strong brand identity.
• Setting up your workshop and deciding what tools to get is an important (and fun) aspect of the business.
• You will need to focus on pricing products for profit and managing all of the business finances.

Determining Your Woodworking Business Structure

While this won’t necessarily affect how you conduct business with customers, it helps to get everything started in the right way.

Before starting your woodworking business, it’s crucial to decide on the appropriate business structure. The structure you choose will have a significant impact on your business management and legal entity responsibilities.

This section will briefly discuss four common business structures: Sole Proprietorship, Partnership, Corporation, and Limited Liability Company (LLC). This is not tax or legal advice, for your situation it may be best to consult your accountant or an attorney.

Sole Proprietorship

A sole proprietorship is the simplest business structure, often chosen by small woodworking businesses with a single owner. In this structure, you and the business are considered the same legal entity, meaning you have complete control over business decisions.

However, you are also personally liable for any debts and legal issues the business may face. It’s important to note that the sole proprietorship structure doesn’t offer much protection for personal assets if your business encounters financial or legal troubles.

Partnership

If you plan to start your woodworking business with one or more partners, a partnership structure may be suitable. This structure divides the responsibilities, profits, and losses among the partners.

The partners share business management and are personally liable for the partnership’s debts and legal issues. It’s crucial to create a written partnership agreement that outlines each person’s roles, responsibilities, and share percentages to avoid possible conflicts in the future.

Corporation

A corporation is a more complex business structure that legally separates the business from its owners. This structure provides personal asset protection for the owners, known as shareholders, who are only responsible for the debts and legal issues up to their investment in the company.

Additionally, corporations allow for versatile corporate organization and business management options. However, the incorporation process tends to be more expensive and involves more paperwork and regulations.

Limited Liability Company

I myself use an LLC for my business, and for many woodworking businesses, a Limited Liability Company (LLC) may be the best option. An LLC combines features of both corporations and partnerships, providing personal asset protection while offering more flexibility in management.

In this structure, the profits and losses pass through to the owners’ personal income tax returns, avoiding double taxation. An LLC also has fewer regulations and formalities compared to a corporation, making it generally easier to set up and maintain.

In summary, each business structure presents its own advantages and drawbacks. As you plan your woodworking business, carefully consider the needs of your business and how each structure could affect your responsibilities as an owner before making your decision.

Conducting Market Research

Understanding target market.

To successfully start a woodworking business, it’s crucial for you to conduct market research. This will help you identify your target market and understand their needs, preferences, and desires.

Start by examining your potential customers, their interests, and the type of projects they may require. This information can assist you in tailoring your offerings, so your work stands out and appeals to this specific audience.

Market Analysis

After getting to know your target audience, it’s time to conduct a thorough market analysis. This will help you understand the woodworking industry landscape and its challenges. Study industry trends, market size, and growth potential to grasp the broader context in which you’ll be operating.

You may see that “farmhouse” style furniture is no longer as popular as it used to be, or maybe the prices have dropped from what you previously recognized.

Additionally, analyze your competition, focusing on their strengths and weaknesses, and how they are pricing their products and services. Knowing your competitors is essential for creating a strong business strategy and setting yourself apart.

While we don’t want to copy anyone, it is important to watch competitors to gauge where the market is headed.

You can take this information and put your own personal spin on your creations. Find your “niche”. For example, if restored furniture is a popular trend, you could choose to solely focus on midcentury style furniture that has been restored.

Studying Demographics

Once you gained an understanding of your target audience and industry, it’s essential to study the demographics of your community. This includes the age distribution, income levels, and occupations of people within the area you plan to operate your woodworking business.

By analyzing these demographics, you can determine if your business’s products and offerings align with the needs and preferences of the local population. This information will help you target your marketing efforts effectively and ensure you cater to the demands of your core customer base.

Crafting a Comprehensive Business Plan

Starting a woodworking business requires thorough planning, and the creation of a comprehensive business plan is crucial. As you begin this process, consider these key considerations for your woodworking business plan.

First, outline your company’s vision and mission. Clearly state what your woodworking business will offer, such as custom furniture or wooden home decorations. Don’t be afraid to make it personal, because for most of you it will be a business based around you and your abilities.

Describe how your products stand out from competitors and the potential target market for your offerings.

Next, delve into the financial aspects of your woodworking business. Calculate your startup costs, which may include purchasing tools and equipment, renting or buying workspace, and initial marketing expenses.

Establish ongoing operational costs, such as material and labor expenses. Create sales projections and a break-even analysis, which will help you determine the level of sales and revenue required to cover your costs.

In addition, assess your technical skills and any needed training or hiring. Learning woodworking techniques is essential for a successful business.

Identify areas where you need additional expertise, and consider whether you’ll require further education or assistance from other skilled professionals.

If you want to take it a step further, conduct a SWOT analysis to identify your company’s strengths and weaknesses, as well as opportunities and threats. This strategic analysis will help you understand your business’s positioning in the market and guide you in making informed decisions.

Finally, develop your sales and marketing strategy. Determine how you’ll reach your target customers through advertising, social media, and in-person networking. Outline how you plan to showcase your woodworking products and attract leads, whether through an online store, local markets, or showrooms.

By following these steps and creating a detailed woodworking business plan, you will be better prepared to launch your business successfully and make informed decisions to drive growth.

Setting Up Your Workspace

When starting a woodworking business, one of the first things you need to consider is setting up a functional workspace. The space should be able to accommodate your tools and equipment while also allowing you to work comfortably and safely. There are two main options for setting up your woodworking workspace at home: a garage workshop and an at-home wood shop.

Garage Workshop

Transforming your garage into a workshop is a popular choice for many woodworkers, especially if you have a home-based business. Start by assessing the available space in your garage and consider the following:

• Ensure you have enough room to move around and operate your tools safely.
• Proper ventilation is crucial for a woodworking workspace. A filter can be placed overhead to help keep sawdust and fine particles out of the air. You will of course need to keep in mind safety precautions such as a dust mask, etc
• Adequate lighting is essential for accuracy and safety. Invest in overhead lights and task lights for your work areas. You can get cheap, bright LED lights online that are easy to attach to the ceiling.
• This can probably go without saying, but be sure to organize your tools and equipment, using cabinets, shelves, and pegboards for easy access.

At-Home Wood Shop

Creating a dedicated wood shop in your home is another option for setting up your workspace. Here are some tips to consider:

• The same bullet points from the garage shop can be applied here. First and foremost you should consider the safety and environment when utilizing power tools.

Remember, whether you choose a garage workshop or an at-home wood shop, it’s essential to keep your workspace clean and organized. This will not only boost your productivity but also ensure a safe working environment for your woodworking business.

Acquiring Equipment and Materials

Power Tools

In this guide I’m not going to tell you exactly which tools to buy, but I will give you some direction below.

As you begin your woodworking business, you’ll need to invest in some essential power tools. These tools not only speed up your work but also improve the quality of your projects. Some power tools to consider include:

• Saws : A versatile collection of saws – such as a table saw, circular saw, jigsaw, and miter saw – will enable you to make precise cuts in various materials.
• Drill : A good quality power drill and a set of drill bits will help you create holes and join pieces of wood efficiently.
• Sanders : Orbital sanders and belt sanders are crucial for achieving smooth surfaces and removing excess material.
• Routers : A well-equipped woodworking business needs routers to help in shaping edges, creating patterns, and cutting grooves.

Remember to take the time to research and invest in quality power tools, as these will have a direct impact on the efficiency and quality of your woodworking projects.

It is easy to get carried away, especially with accessories and supplies. Most of what you buy is going to be determined by what you are making, but there will be some essentials that most shops will need.

In addition to power tools, your woodworking business will need an ample supply of materials and supplies to complete various projects. Essential items include:

• Wood : As the main material for your woodworking projects, you’ll need a reliable source of quality wood. Choose from hardwoods or softwoods depending on your project requirements.
• Hardware : Stock up on various types of screws, nails, hinges, and other hardware required for assembling your projects.
• Glue : Wood glue is vital for bonding wood pieces together. Make sure you have enough supply to keep up with your projects.
• Sandpaper : Having various grits of sandpaper on hand will ensure your work has a professional finish.
• Finishes : Don’t forget to stock up on stains, paints, and varnishes to finish your projects and protect them from wear and tear.

By gathering the necessary tools, equipment, and supplies, you will be well-prepared to start your woodworking business and tackle a wide range of projects with confidence and skill.

Regulatory Compliances

Starting a woodworking business requires adhering to various regulatory compliances. This section will discuss some of the essential compliances, such as obtaining permits and licenses, registering your business, and filing taxes.

Permits and Licenses

To legally operate your woodworking business, you need to obtain the necessary permits and licenses. These may include a business license, zoning permit, and safety permits, depending on your local laws and regulations. Make sure you research and comply with federal, state, and local regulations, such as those imposed by  OSHA  for woodworking safety and  EPA  for environmental regulations.

Business Registration

Registering your woodworking business is crucial for tax purposes and legal protection. You can choose from different legal structures, such as sole proprietorship, partnership, limited liability company (LLC), or corporation. Each structure has its own set of pros and cons, so research and carefully consider which structure best suits your needs and long-term goals. Additionally, if you plan to operate your business under a different name, you must register a “doing business as” (DBA) or a fictitious business name, depending on your state regulations.

Filing Taxes

Filing taxes is an essential part of running a successful woodworking business. As a business owner, you must ensure that you comply with federal, state, and local tax laws.

Since I am not an accountant, I am not going to tell you what you should do in this area. Be sure to consult with an accountant for your specific situation.

Creating a Brand Identity

Business Name

Selecting a  unique name  is an essential part of your woodworking business brand identity. By doing this, you’ll be able to effectively communicate the essence of your woodworking business and differentiate it from the competition.

Choose a name that reflects your woodworking skills, is memorable, and able to create a positive impact on potential clients. Also, make sure to check the domain name availability, as it will strongly contribute to your online presence.

Be sure to check for trademarks, social media platforms, etc. to see if your chosen name is being used already.

Business Cards

Invest in professionally designed  business cards  to help promote your woodworking brand and gain exposure. Your business cards should include your business name, logo, and contact information.

Include them whenever you collaborate with other businesses, participate in trade shows, or meet potential clients. They are a tangible representation of your brand, and an effective tool for building brand awareness.

I personally recommend Canva for any graphic desing purposes. For beginners and experts alike it is very easy to use and quick. Business cards can be made with many of there available templates.

Creating and executing  promotions  significantly contributes to your woodworking business brand’s visibility and growth. You may collaborate with other local businesses or participate in woodworking-related events to showcase your work and increase your brand exposure.

Additionally, develop a strong online presence through a professional website and active social media channels to engage with your target audience and showcase your woodworking skills.

Utilizing these branding elements can help elevate your woodworking business brand while building trust among prospective clients.

By carefully crafting and strategically implementing your brand identity, you can ensure that your woodworking business is well-positioned for long-term success.

Preparing Inventory

Before starting your woodworking business, one strategy is to prepare an inventory of wood products that you’ll be creating and selling. Having a diverse inventory with various wood items will attract a wider range of customers.

Begin by considering the type of wooden products that are in demand. Some popular options include wooden furniture, home decor, and wooden toys. As you gain experience, you can explore creating custom and unique pieces to set your business apart from competitors.

To manage your inventory effectively, follow these guidelines:

• Quality Control:  Ensure that all of your wood products are of the highest quality. This will help you build a reputation as a reliable and professional woodworking business. Regularly inspect your products for any defects or issues, and address them promptly.
• Organize Your Storage Space:  Keep your inventory well-organized and easy to access. Make use of shelves, racks, and storage boxes to maintain a neat and clean workspace. This will help streamline your production process and save time when fulfilling customer orders.
• Tracking Inventory Levels:  Keep track of your inventory levels to ensure you always have the right amount of stock available. Set up a system to monitor your inventory levels, either using spreadsheets or inventory management software.
• Replenishing Stock:  Regularly assess your inventory and replenish your stock as needed. Keep an eye on market trends and popular items to ensure that your inventory remains relevant and up-to-date. For more complex pieces, plan ahead as they might take longer to create and restock.

Following these steps will help make your woodworking business successful and sustainable. Maintaining a well-stocked and organized inventory will not only make your day-to-day operations run smoother but also enhance your customers’ overall experience.

Pricing and Profit

When starting your woodworking business, an essential aspect to consider is pricing your products and services for a profitable outcome. To determine your pricing strategy, you’ll need to account for various factors, including the cost of materials, labor, overhead expenses, and your desired profit margin.

Firstly, calculate the cost of materials for each product. This includes the cost of wood, hardware, glue, and any other supplies needed. Add a buffer for potential waste or mistakes to maintain your profit margin.

Next, determine the labor cost. Decide on a reasonable hourly rate for your woodworking skills, and estimate the amount of time needed to complete each project. Multiply the hourly rate by the hours required to derive the labor cost.

Don’t forget to account for overhead expenses, such as rent, utilities, insurance, and marketing. Allocate these costs to each product or service based on the percentage they contribute to your total sales.

Finally, establish your desired profit margin. Typically, between 15% and 40%, depending on your target market and willingness to invest in high-quality materials and equipment. Apply this percentage to the total cost of materials, labor, and overhead to determine the final selling price for your woodworking products.

To ensure a profitable woodworking business, keep track of your expenses, adjust your pricing strategy as needed, and focus on increasing efficiency and reducing waste. By combining a solid pricing strategy with high-quality craftsmanship, you can set your business up for success.

Employees and Labor

Hiring employees.

When starting a woodworking business, it’s essential to consider the staff you’ll need.

For most of you reading this, you will generally just want to start by yourself. You may even want to stay at that level (that’s what I have done).

But depending on the growth and demand of your business, you might require skilled woodworkers, a sales team, and administrative support. To attract talented candidates, offer competitive salaries and benefits, as well as opportunities for career growth and skill development. You can advertise job openings on industry-specific websites, job boards, or partner with woodworking schools and associations to find potential employees.

Labor Considerations

For those who do hire help, this section is focused on employee aspects of the business.

Managing labor costs is critical for the success of your woodworking business. To ensure you’re accurately compensating your employees and managing your budget, consider the following:

• Hourly rate vs. salary : Determine if it’s more appropriate to pay your employees an hourly wage or a fixed salary. Hourly rates can be helpful for those working on specific projects, while salaried employees may be more suitable for ongoing tasks.
• Overtime : Be aware of overtime regulations and compensate employees accordingly. Not managing overtime properly can lead to increased labor costs and potential legal issues.
• Efficiency : Ensure your team uses their time as efficiently as possible to minimize wasted labor hours. Proper planning, communication, and task management can streamline operations and reduce labor costs.
• Training and development : Invest in your employees by providing regular training and skill development opportunities. This can help improve productivity, reduce turnover, and drive business growth.

By carefully considering your hiring needs and managing labor costs, you can build a strong team that contributes to the success of your woodworking business. Remember the importance of investing in your employees by offering fair compensation, benefits, and training opportunities, as it will ultimately reflect on the overall performance of your business.

Marketing Your Business

Marketing plan.

A strong  marketing plan  is critical for your woodworking business’s success. Start by identifying your target audience, and then outline your business goals. From there, determine the marketing channels you’ll use to reach your audience. Your plan should also include budgeting, scheduling, and performance measurement options to help you stay on track and adjust your strategies as needed.

Word-of-Mouth Marketing

One of the most effective ways to market your woodworking business is through word-of-mouth marketing. Encourage satisfied customers to spread the word about your quality work and excellent customer service. You might also consider establishing a referral program, offering incentives for loyal customers who bring new business your way. Showcasing your work at local fairs and exhibitions can also help build your reputation and generate interest.

Online Marketing

In today’s digital world, having a strong  online presence  is crucial for any woodworking business. Start by creating a professional website that showcases your services, portfolio, and provides a way for potential clients to contact you. Update your website with engaging and informative blog posts to establish your expertise and build trust among potential customers.

Set up accounts on various social media platforms and use them to share content showcasing your woodworking projects, your creative process, and client testimonials. Engaging with your audience and joining woodworking-related communities can further expand your online reach. Finally, consider using digital ads and email newsletters to promote your woodworking services, special offers, or new projects.

Managing Business Finances

Opening a business bank account.

Opening a  business bank account  is a crucial step for your woodworking business. This account will help you separate personal finances from your business finances, making it easier to manage and track your business income and expenses.

When choosing a bank for your woodworking business, consider the available services, fees, and convenience. Look for a bank that offers low or no fees, online banking, and efficient customer service. Opening a business bank account early on will help you establish a strong financial foundation for your woodworking business.

Keeping Track of Finances

Proper business accounting and bookkeeping are essential for managing the financial health of your woodworking business. Effective tracking of your finances allows you to monitor expenses, revenue, and profits, and can help you identify areas for improvement or growth.

Here are some tips for keeping track of your woodworking business finances:

• Use bookkeeping software:  Investing in reliable  bookkeeping software  can significantly improve the accuracy and efficiency of your financial record-keeping. Choose software that is user-friendly, flexible, and tailored for small businesses.
• Set a budget:  Develop a realistic budget for your woodworking business, including estimates for both income and expenses. Regularly review your budget and make adjustments as needed to ensure your business remains financially viable.
• Stay organized:  Keep all business-related financial documents, such as invoices, receipts, and bank statements, organized and accessible. Maintaining an organized system will save you time and reduce the chances of errors in your financial records.
• Monitor cash flow:  Regularly review your cash flow to ensure you have enough funds to cover expenses, like materials, equipment, and salaries, as well as any potential  bank loan  repayments. A positive cash flow enables your woodworking business to grow and invest in new opportunities.

By following these steps and maintaining regular control of your business finances, you’ll ensure the long-term success of your woodworking business.

Frequently Asked Questions

What tools are essential for beginning a woodworking business.

For starting a woodworking business, you’ll need some essential tools like a table saw, miter saw, jigsaw, planer, sander, and a set of hand tools like chisels, hammers, and screwdrivers. Additionally, investing in quality clamps, a router, and a workbench will make your work more efficient and accurate.

How much does it typically cost to establish a woodworking business?

The cost to establish a woodworking business varies greatly depending on the scale of your operations. You may start with a small-scale workshop at home, which could cost around $2,000 to $5,000 for initial equipment and tools. For a larger-scale, standalone workshop, expect the costs to be significantly higher, with estimates ranging up to $50,000 or more, covering workspace rental, equipment, materials, and marketing expenses.

Which woodworking projects generate the most profit?

Profitable woodworking projects typically include custom furniture, cabinetry, and home decor items. Additionally, crafting smaller, niche items such as wooden toys, cutting boards, and special occasion gifts can yield higher profit margins, as they require less material and are often valued for their uniqueness.

Personalized items will generally be in demand, especially on platforms like Etsy.

Can a woodworking business be profitable in 2023 and beyond?

Yes, a woodworking business can be profitable in 2023. With the increasing demand for unique, customized, and quality wood products, there is an opportunity for skilled woodworkers to create a successful business.

To maximize profits, focus on niche markets, develop a strong online presence, and continuously improve your skills and efficiency in production.

What are some creative names for a woodworking business?

When choosing a name for your woodworking business, consider names that evoke craftsmanship, tradition, and quality. Some creative ideas include: WoodSavvy Creations, Artisan Woodworks, Forestcrafted Design, TimberTales Workshop, and WoodWhisperer Studio.

Do I need a special license to operate a woodworking business?

Licensing requirements vary by location, so it’s essential to research your local government regulations to ensure compliance. In many cases, you’ll need a general business license, and in some states, you may need specialized woodworking or contractor licenses. Also, consider liability insurance, as woodworking can pose potential risks to both you and your customers.

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Furniture Business Plan Template

Published Dec.11, 2017

Updated Apr.23, 2024

By: Noor Muhammad

Average rating 3.9 / 5. Vote count: 8

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Table of Content

Do you want to start furniture business?

Are you planning to start a furniture business ? Well the furniture manufacturing industry requires a lot of capital, manpower and related knowledge but the rate of return you get after investing in this business is simply worth the efforts. The biggest advantage in starting this business is that furniture is one of the basic necessities of people hence it is a widespread market which keeps blooming throughout the year. And many outclass people also don’t mind to change or update their furniture every now and then. The first thing before starting any business is to write a comprehensive business plan which establishes the basis of your company’s future operations and decisions, in this will help business consultants . It also provides detailed guidelines about everything you will be doing in the next few years. If you are wondering how to write an effective business plan then here we are providing you the business plan of a furniture startup named ‘The Wood House’.

Executive Summary

2.1 the business.

The Wood House will be an American furniture manufacturing company located at the outskirts of Wesley Chapel, a village in Caldwell County of North Carolina. The company will be licensed to buy wood from the authorized wood suppliers from the Croatan National Forest, North Carolina and hence we are strategically located at the best available site for a furniture production factory. The business will be owned and operated by Rick Doug. Rick did his Bachelors in Industrial Engineering from the University of Michigan. After his studies he worked in several furniture companies in the US and has been serving as the director operations at IKEA-US for the last 5 years.

Rick’s father runs a carpentry firm providing various carpentry services throughout the state of North Carolina. It is due to his experience in furniture industry and the similar nature of family business that Rick knows every tiniest bit of detail about how to start a furniture making business .

2.2 Management

The Wood House will be primarily a supreme-class furniture producer. Rick has already acquired license to procure Beech, Oak and Mahogany wood from the Croatan National Forest and some other sources. The company will be initially launched as a small business furniture mainly operating in two units, a major production facility in Wesley Chapel and a small company office in Charlotte, North Carolina which will be overseeing the distribution of products. Other than these two main units, the Wood House will also open three display centers located in Washington, Chicago and Houston.

2.3 Customers

The company aims to serve the residential and commercial zones of the cities containing its outlets along with exporting its products to other major cities as well.

2.4 Target of the Company

The company aims to provide latest and innovative supreme-class furniture to its customers. Rick’s target is to become one of the leading furniture manufacturers of the US within next ten years of the launch.

Company Summary

3.1 company owner.

The Wood House will be owned and operated by Rick Doug who has been in furniture industry for the last 20 years. Rick has been planning this startup for the last couple of years and, thus, has all resources including the right knowledge for starting a furniture company .

3.2 Why the Business is being started

Rick has always wanted to bring innovations in the traditional furniture products being used everywhere. He had some amazing innovative ideas in his mind which could not be applied by working in some other company, though holding an executive position. That’s why Rick had been planning his own business for the last couple of years. He aims to revolutionize the world of furniture by introducing foldable compact furniture products to minimize their space usage in homes.

3.3 How the Business will be started

Rick has planned everything about his business. He hired professional experts from various fields to help him craft a detailed map about his business. The financial experts have forecasted following costs for expenses, assets, investment, and loans for the Start-up.

The detailed start-up requirements, start-up funding, start-up expenses, total assets, total funding required, total liabilities, total planned investment, total capital and liabilities as forecasted by experts, is given below:

Services for customers

The Wood House will be manufacturing following supreme-class furniture products for its customers:

• Single and double beds
• Sofas and luxury wooden chairs
• Study and dining tables
• Drawers and chests
• Desks and office chairs
• Bookcases and cabinets

Rick has started the furniture business to introduce space-efficient foldable furniture products for minimizing space usage along with the commercial production of usual furniture products. The company will also offer repair and maintenance services like polishing and glazing of old furniture.

Marketing Analysis of furniture business

he most important part in developing an effective furniture business plan sample is its marketing analysis that’s why Rick hired the services of marketing experts to help him develop a good furniture business plan. He also went through various plans before making his own plan of starting furniture business.

The success of a startup totally depends upon how it markets itself to target its specific customer groups. A successful marketing strategy for business can only be developed after knowing the target audience and potential customers. Our marketing experts carried out at extensive research to identify our target customers and develop a unique marketing strategy to attract them.

5.1 Marketing Segmentation

The Wood House’s target customers vary from individual buyers to multinational retail stores. We have identified following type of target audience which can become the future customers of our products.

The detailed marketing segmentation of our target audience is as follows:

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5.1.1 Individual Buyers:

The Wood House will open three display centers, initially, in the first year of its startup in Washington, Chicago and Houston. The purpose of these showrooms is to attract individual buyers residing in these areas. All of these cities are well established and comprise of well-off people that’s why they can easily buy our products. We have specifically design luxurious products to target this wealthy community. These individual buyers are expected to buy the biggest portion of our projects.

5.1.2 Institutions:

We will directly supply our furniture products mainly chair, cabinets, and desks to various educational institutions along with courts, churches, hospitals, municipal authorities and other institutions located in our three targeted cities.

5.1.3 Departmental Stores:

The wood House will also supply its products to various departmental stores and mega malls located in the major cities of America. These departmental stores will also display our products along with the products of various competitors and will be our second-biggest consumer after the individual buyers.

5.1.4 Businesses:

We will supply office furniture to various companies, offices, and businesses based in our three target cities especially Washington.

5.1.5 Maintenance Services:

We will offer repair and maintenance services like polishing and glazing of old furniture to our various customers. For this purpose we will allocate a special staff in our display centers located in targeted cities. The detailed market analysis of our potential customers is given in the following table:

5.2 Business Target

We aim to revolutionize the traditional designs of furniture products by introducing foldable compact furniture concept. Our target is to become one of the leading furniture producing companies of America within next 10 years by providing highest-quality wooden products within affordable prices. At our company, we will provide a top-notch customer service. Our every employee and salesperson will treat our customers with utmost respect so as to build a long-lasting relationship with them.

5.3 Product Pricing

Setting the prices of products is the most challenging part of any startup because it is very difficult to achieve the MARR (minimum attractive rate of return) while also attracting the customers towards it. Considering all restraints and aspects, we have priced our products in the similar ranges as of our competitors except the compact furniture which include foldable desks, tables, and chairs. These products are slightly expensive because they cost more to produce.

Rick carried out an extensive research and also hired financial experts to help him develop an effective sales strategy for the company. Although he knew how to start a furniture business yet he took help of experts from various fields so as to make this venture successful. The sales strategy of The Wood House developed by our experts is as follows:

Business plan for investors

6.1 competitive analysis:.

We have a really tough competition ahead of us because there are hundreds of other established furniture companies in the United States. That’s why Rick has thought through everything to make his company stand out among others. Although we will produce supreme-quality furniture with latest design but our main competitive edge is our concept of space-efficient foldable furniture, designed to fit in the limited space available in compact American homes. We believe that if marketed properly this concept can revolutionize the world of furniture and give us unparalleled superiority in this business.

6.2 Sales Strategy

We will introduce our startup to our target customers and stake holders by sending brochures and introductory letters about us. We will carry out a large-scale social media campaign for our advertisement. We will offer discounts and gifts on our products present in several retail stores to encourage sales.

6.3 Sales Forecast

We believe that people will use our products for the rest of their lives, if they try them even for one. Considering the market demand and the quality of our products, our sales pattern is expected to increase with years. By analyzing our market segmentation strategy, our experts have forecasted the following sales on yearly basis which are summarized in the column charts.

The detailed information about sales forecast, total unit sales, total sales is given in the following table:

Personnel Plan

Rick hired a Human Resource Manager for helping him develop a personnel plan for starting a furniture making business . He developed the following personnel plan for the staff needed for the company along with their average salaries with the help of experts.

7.1 Company Staff

Rick will act as the Chief Operating Officer of the company. The company will initially hire following people:

• 1 General Manager to manage the operations in the production unit.
• 2 Administrators / Accountants to maintain financial records.
• 2 Engineers responsible for operating and maintaining production unit.
• 4 Sales and Marketing Executives responsible for delivering products to retailers and discover new ventures.
• 3 Mangers to operate display centers.
• 30 Field Employees for operating the production unit and display centers.
• 10 Drivers to transport furniture to display centers, departmental stores, institutions and companies.
• 1 Front Desk Officer to act as a receptionist in the company Charlotte office.

To ensure the best quality service, all employees will be selected through vigorous testing and will be trained for a month before starting their jobs.

7.2 Average Salary of Employees

The following table shows the forecasted data about employees and their salaries for next three years.

Financial Plan

Rick has developed the following financial plan for starting a custom furniture business with the help of financial experts. The plan outlines the financial development of The Wood House over the next three years. Rick had been saving up for this business for the last couple of years. That’s why the company will be solely financed by him and he will also control the direction of business to make sure that it is expanding at the forecasted rate. No equity funding or outside loan will be required unless the company expands faster than forecasted.

8.1 Important Assumptions

The company’s financial projections are forecasted on the basis of following assumptions. These assumptions are quite conservative and are also expected to show deviation but to a limited level such that the company’s major financial strategy will not be affected.

8.2 Brake-even Analysis

The following graph shows the company’s Brake-even Analysis.

The following table shows the company’s Brake-even Analysis.

8.3 Projected Profit and Losss

The following charts show the company’s expected Profit and Loss situation on the monthly and yearly basis.

8.3.1 Profit Monthly

8.3.2 Profit Yearly

8.3.3 Gross Margin Monthly

8.3.4 Gross Margin Yearly

The following table shows detailed information about profit and loss, and total cost of sales.

8.4 Projected Cash Flow

The following column diagram shows the projected cash flow.

The following table shows detailed data about pro forma cash flow, subtotal cash from operations, subtotal cash received, sub-total spent on operations, subtotal cash spent.

8.5 Projected Balance Sheet

The following projected balance sheet shows data about total current assets, total long-term assets, total assets, subtotal current liabilities, total liabilities, total capital, total liabilities and capital.

8.6 Business Ratios

The following table shows data about business ratios, ratio analysis, total assets, net worth.

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Furniture Manufacturing Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business Plans » Arts & Craft Sector

Are you about starting a furniture manufacturing company ? If YES, here’s a complete sample furniture manufacturing business plan template & feasibility report you can use for FREE to raise money.

The furniture manufacturing industry is indeed a lucrative one. However, it is such that requires plenty of capital to start. This type of business needs loads of manpower as well as capital to run. This is essentially because it requires that furniture in produced and you will agree with me that this will include lots of processes. From sourcing for the raw materials to preparing the materials and what have you.

A Sample Furniture Manufacturing Business Plan Template

1. industry overview.

It is an established fact that furniture is a major part of our lives cum facilities; there is hardly any facility that you will come across that you won’t find a piece of furniture in it. This goes to show that the furniture manufacturing industry is indeed an important sector of the economy of any country.

Businesses in this industry mainly manufacture or make household (living room, dining room and bedroom furniture, upholstered, coffee tables, sofa tables, end tables, sofas, love seats, chairs, bookshelves, ottomans, display cabinets, consoles and TV stands and otherwise), outdoor and office furniture (Desks and home office goods, lamps, recliners, rugs and outdoor furniture make up the rest of sales).

The Furniture Manufacturing industry is indeed a major sector of the economy of the united states of America which generates a whopping sum of well over billion annually from more than 3,533furniture manufacturing companies scattered all around the United States of America. The industry is responsible for the employment of well over 105,640 people.

Experts project the furniture manufacturing industry to grow at a 2.0 percent annual rate. The establishment in this industry that has a dominant market share in the United States of America are; Ashley Furniture Industries, Inc., Herman Miller, HNI Corporation and Steel Case.

Research carried out by IBISWORLD clearly stated that proximity to downstream markets is an important competitive factor in this industry, since it enables furniture manufacturers to increase the speed of delivery and reduce transportation costs.

The regions in the United States that accounts for the largest number of furniture manufacturing companies also have the largest populations. With 25.8 percent of the industry establishments and more than a quarter of the US population, the Southeast region of the United States houses the largest number of industry facilities.

Little wonder this region also accounts for the highest number of furniture wholesalers and retailers, making it an ideal location for household furniture manufacturers that want to be in close proximity to downstream buyers.

Over and above, the furniture manufacturing industry is a profitable industry and it is open to any aspiring entrepreneur to come in and establish his or her business; you can chose to start on a small scale in small furniture making workshop or you can chose to start on a large scale with a standard furniture making workshop and several outlets in key cities through the United States of America and Canada.

2. Executive Summary

Bill The Carpenter™ Furniture, Inc. is a standard and registered furniture manufacturing that will be located in Sharonville – Ohio; in an ideal location highly suitable for the kind of business we want to establish. We have been able to lease a facility that is big enough (a 20 thousand square foot facility) to fit into the design of the kind of standard furniture manufacturing company that we intend launching.

Bill The Carpenter™ Furniture, Inc. will manufacture a wide range of household furniture (living room, dining room and bedroom furniture, upholstered, coffee tables, sofa tables, end tables, sofas, love seats, chairs, bookshelves, ottomans, display cabinets, consoles and TV stands and otherwise), outdoor and office furniture (Desks and home office goods, lamps, recliners, rugs and outdoor furniture).

We are set to services a wide range of clientele in and around Sharonville – Ohio. We are aware that there are several large and small furniture manufacturing companies all around Ohio, which is why we spent time and resources to conduct a thorough feasibility studies and market survey so as to be well positioned to favorably compete with all our competitors.

Bill The Carpenter™ Furniture, Inc. will ensure that all our customers are given first class treatment whenever they visit our furniture manufacturing workshop. We have a CRM software that will enable us manage a one on one relationship with our customers no matter how large the numbers of our customers’ base may grow to.

Bill The Carpenter™ Furniture, Inc. will at all times demonstrate her commitment to sustainability, both individually and as a firm, by actively participating in our communities and integrating sustainable business practices wherever possible.

We will ensure that we hold ourselves accountable to the highest standards by meeting our customers’ needs precisely and completely whenever they patronize our products. We will cultivate a working environment that provides a human, sustainable approach to earning a living, and living in our world, for our partners, employees and for our customers.

Bill The Carpenter™ Furniture, Inc. is a family business that is owned by Bill Moore and his immediate family members. Bill Moore has a Diploma in Furniture Making and a B.Sc. in Business Administration, with well over 15 years of experience in the furniture industry, working for some of the leading brand in the United States.

3. Our Products and Services

Bill The Carpenter™ Furniture, Inc. is in the furniture manufacturing industry to manufacture both home and office furniture; to service a wide range of clients and of course to make profits, which is why we will ensure we go all the way to give our clients and potential clients options.

We will do all that is permitted by the law of the United States to achieve our business goal, aim and ambition of starting the business. Our product offerings are listed below;

• Manufacturing of household furniture (living room, dining room and bedroom furniture, upholstered, coffee tables, sofa tables, end tables, sofas, love seats, chairs, bookshelves, ottomans, display cabinets, consoles and TV stands and otherwise),
• Manufacturing stationary sofas/sofa-sleepers
• Manufacturing metal household and office furniture
• Manufacturing custom architectural woodwork and other fixtures
• Manufacturing showcases, partitions, shelving and lockers

4. Our Mission and Vision Statement

• Our vision is to become the leading brand in the furniture manufacturing industry in Ohio and to establish a one furniture manufacturing company in Ohio.
• Our mission is to establish a world – class furniture manufacturing business whose products will not only be retailed in the United States of America, but also be exported to other countries of the world.

Our Business Structure

Bill The Carpenter™ Furniture, Inc. do not intend to start a furniture manufacturing business like the usual carpenter shops around the street corner; our intention of starting a furniture manufacturing company is to build a standard and one stop furniture manufacturing company in Sharonville – Ohio.

Although our furniture manufacturing company might not be as big as Ashley Furniture Industries, Inc., Herman Miller, HNI Corporation and Steel Case et al, but we will ensure that we put the right structure in place that will support the kind of growth that we have in mind while setting up the business.

We will ensure that we hire people that are qualified, honest, customer centric and are ready to work to help us build a prosperous business that will benefit all the stakeholders (the owners, workforce, and customers).

As a matter of fact, profit-sharing arrangement will be made available to all our senior management staff and it will be based on their performance for a period of ten years or more. In view of that, we have decided to hire qualified and competent hands to occupy the following positions;

• Chief Executive Officer (Owner)
• Workshop Manager
• Human Resources and Admin Manager

Merchandize Manager

Sales and Marketing Manager

• Carpenters and Furniture Markers
• Accountants / Cashiers
• Customer Services Executive

5. Job Roles and Responsibilities

Chief Executive Officer – CEO:

• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results; developing incentives; developing a climate for offering information and opinions; providing educational opportunities.
• Creates, communicates, and implements the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for fixing prices and signing business deals
• Responsible for providing direction for the business
• Responsible for signing checks and documents on behalf of the company
• Evaluates the success of the organization
• Reports to the board

Admin and HR Manager

• Responsible for overseeing the smooth running of HR and administrative tasks for the organization
• Maintains office supplies by checking stocks; placing and expediting orders; evaluating new products.
• Ensures operation of equipment by completing preventive maintenance requirements; calling for repairs.
• Updates job knowledge by participating in educational opportunities; reading professional publications; maintaining personal networks; participating in professional organizations.
• Enhances department and organization reputation by accepting ownership for accomplishing new and different requests; exploring opportunities to add value to job accomplishments.
• Defines job positions for recruitment and managing interviewing process
• Carries out staff induction for new team members
• Responsible for training, evaluation and assessment of employees
• Responsible for arranging travel, meetings and appointments
• Oversees the smooth running of the daily office activities.

Workshop Manager:

• Responsible for managing the daily activities in the workshop
• Ensures that proper records of furniture are kept and warehouse does not run out of finished furniture
• Ensures that the workshop is in tip top shape and easy to locate
• Interfaces with third – party suppliers (vendors) of raw materials (woods, forms, clothes, steels, nails and accessories et al)
• Controls furniture distribution and supply inventory
• Supervises the workforce in the furniture manufacturing workshop.
• Manages vendor relations, market visits, and the ongoing education and development of the organizations’ buying teams
• Helps to ensure consistent quality of furniture making raw materials are purchased and used for the manufacturing of furniture
• Responsible for the purchase of furniture raw material for the organizations
• Responsible for planning sales, monitoring inventory, selecting the merchandise, and writing and pricing orders to vendors
• Ensures that the organization operates within stipulated budget.
• Manages external research and coordinate all the internal sources of information to retain the organizations’ best customers and attract new ones
• Models demographic information and analyze the volumes of transactional data generated by customer purchases
• Identifies, prioritizes, and reaches out to new partners, and business opportunities et al
• Identifies development opportunities; follows up on development leads and contacts; participates in the structuring and financing of projects; assures the completion of development projects.
• Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
• Develop, execute and evaluate new plans for expanding increase sales
• Document all customer contact and information
• Represent the company in strategic meetings
• Help increase sales and growth for the company

Carpenters and Furniture Making Experts

• Responsible for manufacturing of household furniture (living room, dining room and bedroom furniture, upholstered, coffee tables, sofa tables, end tables, sofas, love seats, chairs, bookshelves, ottomans, display cabinets, consoles and TV stands and otherwise),
• Responsible for manufacturing stationary sofas/sofa-sleepers
• Manufactures household and office metal furniture
• Manufactures custom architectural woodwork and other fixtures
• Manufactures showcases, partitions, shelving and lockers.

Accountant / Cashier:

• Responsible for preparing financial reports, budgets, and financial statements for the organization
• Provides managements with financial analyses, development budgets, and accounting reports; analyzes financial feasibility for the most complex proposed projects; conducts market research to forecast trends and business conditions.
• Responsible for financial forecasting and risks analysis.
• Performs cash management, general ledger accounting, and financial reporting
• Responsible for developing and managing financial systems and policies
• Responsible for administering payrolls
• Ensures compliance with taxation legislation
• Handles all financial transactions for the organization
• Serves as internal auditor for the organization

Client Service Executive

• Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
• Through interaction with customers on the phone, uses every opportunity to build client’s interest in the company’s products and services
• Manages administrative duties assigned by the human resources and admin manager in an effective and timely manner
• Consistently stays abreast of any new information on the organizations’ products, promotional campaigns etc. to ensure accurate and helpful information is supplied to customers when they make enquiries
• Responsible for cleaning finished furniture and the workshop facility at all times
• Ensures that toiletries and supplies don’t run out of stock
• Cleans both the interior and exterior of the workshop facility
• Handles any other duty as assigned by the workshop manager.

6. SWOT Analysis

Bill The Carpenter™ Furniture, Inc. is in business to become one of the leading office and household furniture manufacturing companies in the whole of Sharonville – Ohio and we are fully aware that it will take the right business concept, management and organization – structure to achieve our goal.

We are quite aware that there are several furniture manufacturing companies all over Sharonville – Ohio and even in the same location where we intend locating ours, which is why we are following the due process of establishing a business.

We know that if a proper SWOT analysis is conducted for our business, we will be able to position our business to maximize our strength, leverage on the opportunities that will be available to us, mitigate our risks and be welled equipped to confront our threats.

Bill The Carpenter™ Furniture, Inc. employed the services of an expert HR and Business Analyst with bias in manufacturing to help us conduct a thorough SWOT analysis and to help us create a Business model that will help us achieve our business goals and objectives. This is the summary of the SWOT analysis that was conducted for Bill The Carpenter™ Furniture, Inc.;

Our core strength lies in the high quality of our finished furniture, the power of our team and the state of the art and well – equipped furniture making factory that we own. We have a team of highly trained and experienced carpenters and support staff members that can go all the way to produce top notch office and household furniture.

We are well positioned in the heart of Sharonville – Ohio and we know we will attract loads of clients from the first day we open our furniture manufacturing company for business.

A major weakness that may count against us is the fact that we are a new furniture manufacturing company and we don’t have the financial capacity to compete with multi – billion dollars furniture manufacturing companies such as Ashley Furniture Industries, Inc., Herman Miller, HNI Corporation and Steel Case et al when it comes to manufacturing furniture at a rock bottom prices.

So also, we may not have enough cash reserve to promote our furniture manufacturing company the way we would want to do.

• Opportunities:

The fact that we are going to operate our furniture manufacturing company in one of Sharonville – Ohio provides us with unlimited opportunities to sell our furniture to a large number of individuals and corporate organizations.

We have been able to conduct thorough feasibility studies and market survey and we know what our potential clients will be looking for when they visit our furniture manufacturing workshop; we are well positioned to take on the opportunities that will come our way.

Just like any other business, one of the major threats that we are likely going to be faced with is economic downturn. It is a fact that economic downturn affects purchasing / spending power. Another threat that may likely confront us is the arrival of a new furniture manufacturing company in same location where ours is located. So also, unfavorable government policies may also pose a threat for businesses such as ours.

7. MARKET ANALYSIS

• Market Trends

If you are conversant with the Furniture Manufacturing Industry, you will quite agree that the changes in disposable income, consumer sentiment, ever changing trends and of course the rate of homeownership is major growth drivers for this industry.

No doubt, a massive rise in consumer confidence has also contributed in helping the industry experience remarkable growth, but uneven performance in these drivers has led to slightly constrained revenue growth for the Furniture Manufacturing industry.

So also, the rising demand for both home and office furniture, as a result of increasing disposable income and consumer sentiment, will result in revenue growth, but profit margins will stagnate as furniture stores keep prices low to attract more sales amid growing competition.

A close watch on the industry activities reveals that, the Retail Market for Home Furniture and Bedding was hit hard by the recent economic downturn and experienced a decline in revenue in recent time.

Lastly, in recent time, the furniture manufacturing landscape has seen tremendous changes in the last 20 years; it has grown from the smaller carpenter workshop to a more organized and far reaching massive furniture making factory. This trend has benefited them in such a way that they can comfortably sell their furniture nationally and also export them to other countries of the world.

8. Our Target Market

Perhaps it will be safe to submit that the furniture manufacturing industry has the widest range of customers; almost everybody on planet earth has one or more things that they would need in their houses or offices from a furniture retail store. It is difficult to find households and office facilities without one form of furniture or the other.

In view of that, we have positioned our furniture manufacturing company to service the residence of Sharonville – Ohio and every other location where showroom cum outlets will be located all over key cities in the United States of America and Canada.

We have conducted our market research and feasibility studies and we have ideas of what our target market would be expecting from us. We are in business to manufacture a wide range of furniture to the following groups of people and corporate organizations;

• Bachelors and Spinsters
• Corporate Executives
• Business People
• About to wed couples
• Corporate Organizations / Offices
• Government Offices
• Schools and Students (Library inclusive)
• Churches and other religious centers

Our Competitive Advantage

A close study of the furniture manufacturing industry reveals that the market has become much more intensely competitive over the last decade. As a matter of fact, you have to be highly creative, customer centric and proactive if you must survive in this industry.

We are aware of the stiffer competition and we are well prepared to compete favorably with other leading furniture manufacturing companies in Sharonville – Ohio and throughout the United States and Canada. Bill The Carpenter™ Furniture, Inc. is launching a standard furniture manufacturing company that will indeed become the preferred choice of residence of Sharonville – Ohio and every other location where our showrooms and outlets will be opened.

Our furniture manufacturing company is located in an ideal property highly suitable for the kind of manufacturing company that we want to run. We have enough parking space that can accommodate well over 30 cars / trucks per time.

One thing is certain; we will ensure that we manufacture a wide range of furniture products in our furniture manufacturing workshop at all times. It will be difficult for customers to visit our furniture showroom and not see the type of furniture that they are looking for.

One of our business goals is to make Bill The Carpenter™ Furniture, Inc. a one-stop furniture manufacturing company for both household and corporate organizations. Our excellent customer service culture, online store, various payment options and highly secured facility will serve as a competitive advantage for us.

Lastly, our employees will be well taken care of, and their welfare package will be amongst the best within our category ( startups furniture manufacturing companies ) in the industry meaning that they will be more than willing to build the business with us and help deliver our set goals and achieve all our aims and objectives.

We will also give good working conditions and commissions to freelance sales agents that we will recruit from time to time.

9. SALES AND MARKETING STRATEGY

• Sources of Income

Bill The Carpenter™ Furniture, Inc. is in business to manufacture and retail a wide range of furniture to the residence of Sharonville – Ohio. We are in the furniture manufacturing industry to

10. Sales Forecast

One thing is certain when it comes to furniture manufacturing business, if you are into the manufacturing or various types of both home and office furniture and even outdoor furniture, you will always attract customers cum sales and that will sure translate to increase in revenue generation for the business.

We are well positioned to take on the available market in Sharonville – Ohio and we are quite optimistic that we will meet our set target of generating enough income / profits from the first six month of operations and grow the business and our clientele base.

We have been able to critically examine the furniture manufacturing industry and we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. The sales projection is based on information gathered on the field and some assumptions that are peculiar to startups in Sharonville – Ohio.

Below is the sales projection for Bill The Carpenter™ Furniture, Inc., it is based on the location of our business and other factors as it relates to furniture retail stores start – ups in the United States;

• First Fiscal Year-: $350,000
• Second Fiscal Year-: $750,000
• Third Fiscal Year-: $1 million

N.B : This projection is done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and there won’t be any major competitor manufacturing or retailing same furniture products and customer care services as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

• Marketing Strategy and Sales Strategy

Before choosing a location for Bill The Carpenter™ Furniture, Inc., we conducted a thorough market survey and feasibility studies in order for us to be able to be able to penetrate the available market and become the preferred choice for residence of Sharonville – Ohio.

We have detailed information and data that we were able to utilize to structure our business to attract the numbers of customers we want to attract per time.

We hired experts who have good understanding of the furniture manufacturing industry to help us develop marketing strategies that will help us achieve our business goal of winning a larger percentage of the available market in Sharonville – Ohio.

In order to continue to be in business and grow, we must continue to manufacture and sell the furniture that is available in our showrooms which is why we will go all out to empower our sales and marketing team to deliver. In summary, Bill The Carpenter™ Furniture, Inc. will adopt the following sales and marketing approach to win customers over;

• Open our furniture manufacturing company and showroom in a grand style with a party for all.
• Introduce our furniture manufacturing company by sending introductory letters alongside our brochure to organizations, households and key stake holders in Sharonville – Ohio
• Ensure that we manufacture a wide range of home and office furniture
• Make use of attractive hand bills to create awareness and also to give direction to our furniture showrooms
• Position our signage / flexi banners at strategic places around Sharonville – Ohio
• Position our greeters to welcome and direct potential customers
• Create a loyalty plan that will enable us reward our regular customers
• Engage on road shows within our neighborhood to create awareness for our furniture manufacturing company and showroom.
• List our business and products on yellow pages ads  (local directories)
• Leverage on the internet to promote our business
• Engage in direct marketing and sales
• Encourage the use of Word of mouth marketing (referrals)

11. Publicity and Advertising Strategy

Despite the fact that our furniture manufacturing company and showroom is well located, we will still go ahead to intensify publicity for the business. We are going to explore all available means to promote our furniture manufacturing company.

Bill The Carpenter™ Furniture, Inc. has a long term plan of opening our showrooms in various locations all around Sharonville – Ohio and key cities in the United States and Canada which is why we will deliberately build our brand to be well accepted in Sharonville – Ohio before venturing out.

As a matter of fact, our publicity and advertising strategy is not solely for winning customers over but to effectively communicate our brand. Here are the platforms we intend leveraging on to promote and advertise Bill The Carpenter™ Furniture, Inc.;

• Place adverts on community based newspapers, radio stations and TV stations.
• Encourage the use of word of mouth publicity from our loyal customers
• Leverage on the internet and social media platforms like; YouTube, Instagram, Facebook ,Twitter, LinkedIn, Snapchat, Badoo, Google+  and other platforms to promote our business.
• Ensure that our we position our banners and billboards in strategic positions all around Sharonville – Ohio
• Distribute our fliers and handbills in target areas in and around our neighborhood
• Contact corporate organizations, households, landlord associations and schools by calling them up and informing them of Bill The Carpenter™ Furniture, Inc. and the furniture products we manufacture and sell
• Advertise our furniture manufacturing company and showroom in our official website and employ strategies that will help us pull traffic to the site
• Brand all our official cars and trucks and ensure that all our staff members and management staff wears our branded shirt or cap at regular intervals.

12. Our Pricing Strategy

Aside from quality, pricing is one of the key factors that gives leverage to furniture manufacturing companies, it is normal for consumers to go to places (furniture manufacturing companies and showrooms) where they can get home and office furniture at cheaper price which is why big player in the furniture stores industry like Ashley Furniture Industries, Inc., Herman Miller, HNI Corporation and Steel Case and co will always attract loads of corporate and individual clients.

We know we don’t have the capacity to compete with Ashley Furniture Industries, Inc., Herman Miller, HNI Corporation and Steel Case et al, but we will ensure that the prices and quality of all the furniture products that we manufacture and are available in our showroom are competitive with what is obtainable amongst furniture stores within our level.

• Payment Options

At Bill The Carpenter™ Furniture, Inc., Our payment policy is all inclusive because we are quite aware that different people prefer different payment options as it suits them. Here are the payment options that will be available in every of our outlets;

• Payment by cash
• Payment via Point of Sale (POS) Machine
• Payment via online bank transfer (online payment portal)
• Payment via Mobile money
• Payment with check from loyal customers

In view of the above, we have chosen banking platforms that will help us achieve our payment plans without any itches. Our bank account numbers will be made available on our website and promotional materials to clients who may want to deposit cash or make online transfer for furniture purchased.

13. Startup Expenditure (Budget)

In setting up any business, the amount or cost will depend on the approach and scale you want to undertake. If you intend to go big by renting / leasing a big facility, then you would need a good amount of capital as you would need to ensure that your employees are well taken care of, and that your facility is conducive enough for workers to be creative and productive.

This means that the start-up can either be low or high depending on your goals, vision and aspirations for your business. The tools and equipment that will be used are nearly the same cost everywhere, and any difference in prices would be minimal and can be overlooked.

As for the detailed cost analysis for starting a furniture manufacturing business; it might differ in other countries due to the value of their money. This is the key areas where we will spend our start – up capital on;

• The Total Fee for Registering the Business in the United States of America – $750.
• Legal expenses for obtaining licenses and permits as well as the accounting services (software, P.O.S machines and other software) – $3,300.
• Marketing promotion expenses for the grand opening of Bill The Carpenter™ Furniture, Inc. in the amount of $3,500 and as well as flyer printing (2,000 flyers at $0.04 per copy) for the total amount of $3,580.
• The total cost for hiring Business Consultant – $2,500.
• The total cost for payment of insurance policy covers (general liability, workers’ compensation and property casualty) coverage at a total premium – $9,400.
• The total cost for long – term leasing of a standard warehouse and showroom – $250,000
• The total cost for remodeling the warehouse and showroom – $20,000.
• Other start-up expenses including stationery ( $500 ) and phone and utility deposits – ( $2,500 ).
• Operational cost for the first 3 months (salaries of employees, payments of bills et al) – $60,000
• The total cost for Start-up inventory (purchase of furniture making tools and equipment and the purchase of furniture making raw materials inclusive) – $250,000
• The total cost for counter area equipment – $9,500
• The total cost for store equipment (cash register, security, ventilation, signage) – $13,750
• The total cost for the purchase and installation of CCTVs: $10,000
• The cost for the purchase of office furniture and gadgets (Computers, Printers, Telephone, TVs, Sound System, tables and chairs et al): $4,000.
• The total cost of launching a Website: $600
• The total cost for our opening party: $7,000
• Miscellaneous: $10,000

We would need an estimate of $950,000 to successfully set up our furniture retail store in Sharonville – Ohio. Please note that this amount includes the salaries of all the staff for the first month of operation.

Generating Funding / Startup Capital for Bill The Carpenter™ Furniture, Inc.

Bill The Carpenter™ Furniture, Inc. is a private business that is solely owned and financed by Bill Moore and his immediate family members. We do not intend to welcome any external business partner, which is why he has decided to restrict the sourcing of the start – up capital to 3 major sources.

These are the areas we intend generating our start – up capital;

• Generate part of the start – up capital from personal savings
• Source for soft loans from family members and friends
• Apply for loan from my Bank

N.B: We have been able to generate about $250,000 ( Personal savings $200,000 and soft loan from family members $50,000 ) and we are at the final stages of obtaining a loan facility of $700,000 from our bank. All the papers and document have been signed and submitted, the loan has been approved and any moment from now our account will be credited with the amount.

14. Sustainability and Expansion Strategy

The future of a business lies in the number of loyal customers that they have the capacity and competence of the employees, their investment strategy and the business structure. If all of these factors are missing from a business (company), then it won’t be too long before the business close shop.

One of our major goals of starting Bill The Carpenter™ Furniture, Inc. is to build a business that will survive off its own cash flow without the need for injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to manufacture durable and quality furniture and to retail our wide range of quality home and office furniture a little bit cheaper than what is obtainable in the market and we are well prepared to survive on lower profit margin for a while.

Bill The Carpenter™ Furniture, Inc. will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare is well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and retraining of our workforce is at the top burner.

As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of six years or more. We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List / Milestone

• Business Name Availability Check : Completed
• Business Registration: Completed
• Opening of Corporate Bank Accounts: Completed
• Securing Point of Sales (POS) Machines: Completed
• Opening Mobile Money Accounts: Completed
• Opening Online Payment Platforms: Completed
• Application and Obtaining Tax Payer’s ID: In Progress
• Application for business license and permit: Completed
• Purchase of Insurance for the Business: Completed
• Leasing of facility and remodeling the facility (warehouse and showroom): In Progress
• Conducting Feasibility Studies: Completed
• Generating capital from family members: Completed
• Applications for Loan from the bank: In Progress
• Writing of Business Plan: Completed
• Drafting of Employee’s Handbook: Completed
• Drafting of Contract Documents and other relevant Legal Documents: In Progress
• Design of The Company’s Logo: Completed
• Graphic Designs and Printing of Packaging Marketing / Promotional Materials: In Progress
• Recruitment of employees: In Progress
• Purchase of the Needed furniture, racks, shelves, computers, electronic appliances, office appliances and CCTV: In progress
• Creating Official Website for the Company: In Progress
• Creating Awareness for the business both online and around the community: In Progress
• Health and Safety and Fire Safety Arrangement (License): Secured
• Opening party / launching party planning: In Progress
• Compilation of our list of products that will be available in our store: Completed
• Establishing business relationship with vendors – manufacturers and suppliers of home and office furniture: In Progress

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Furniture Store Business Plan Template

Written by Dave Lavinsky

Furniture Store Business Plan Outline

• Furniture Business Plan Home
• 1. Executive Summary
• 2. Company Overview
• 3. Industry Analysis
• 4. Customer Analysis
• 5. Competitive Analysis
• 6. Marketing Plan
• 7. Operations Plan
• 8. Management Team
• 9. Financial Plan

Start Your Furniture Store Plan Here

Furniture Store Business Operations Plan

The operations plan for Modern Mode Furniture Store is as follows.

Operation Functions:

• Richard DeBluff will be the store Director. He will hire, train, and manage all staff as well as carry out administrative functions for the store.
• 2-4 part time hourly employees to assist with inventory, product display, and customer service.
• 2 Interior Designers who will handle large design projects and store design and staging.
• Richard will hire a third party accounting firm to handle all bookkeeping, payroll, tax payments, and permitting.

Milestones:

Modern Mode Furniture Store will have the following milestones complete in the next six months.

6/1/202X – Finalize lease agreement for 4,000 square foot furniture store location.

6/15/202X – Begin build out of leased space.

6/30/201X – Finalize agreements with furniture distributors to schedule their upcoming product deliveries to the store.

7/1/202X – Richard will meet with the chosen advertising agency to hire them to begin brand image, logo design, website, and social media platforms.

8/1/202X – Final walk through and approval of built out furniture store.

8/15/202X – First shipment of inventory arrives

8/16/202X – Hire employees and begin training

8/18/202X – Stocking and display of product inventory in anticipation of the Grand Opening

9/1/202X – Grand Opening of Modern Mode Furniture Store

• INDUCTION STOVES
• SOLAR PANELS
• CIRCULAR ECONOMY
• IN THE NEWS

This company takes urban wood from vacant homes to build modern furniture: 'We can turn this into really beautiful heirloom-quality products'

"There's so much urban wood that's coming down in our cities, and it would be great if we could reclaim [it all]."

• Link Copied!

Photo Credit: Room & Board

Whether you live in a shoes-off or shoes-on household, furniture maker Room & Board is betting you probably care a lot about what products and furnishings you bring into your home — not just for comfort and style, but the actual materials and their quality.  

As the brand's director of sustainability, Emily McGarvey says she gets that loud and clear: "People care a lot about what goes into their homes — what goes … in, on, and around their bodies, and so furniture is an extension of that." 

Instead of fast furniture — which, like its cousin fast fashion , promises affordable style at the expense of durability and significant environmental impacts — Room & Board's modern but classy furniture is American-made and meant to last.

"It's really important that we have furniture that we love and we can feel good about and … is sustainable," McGarvey said.

In an exclusive conversation with The Cool Down, McGarvey walks us through how the Minneapolis-based company's investment in sustainable furniture has made for great couches and good business for over 40 years.

🎄 What "reclaimed wood" actually looks like

2023 was a big year for Room & Board. Not only did the company become B Corp certified ( meaning it balances purpose with profit), but it also now sustainably sources 95% of its wood — with a goal of 100% by 2025.

Watch now: Company turns wood from torn-down urban buildings into heirloom-quality furniture

And the Urban Wood Project is a big reason the company can hit that target. Room & Board partners with organizations nationwide to reclaim wood from buildings slated for demolition and trees removed for maintenance.

It all started in 2018, when "the U.S. Forest Service reached out … and said, 'We'd like to talk.'" 

"[They] had a project happening in Baltimore where a lot of the row homes were being taken down just as population shrunk in that city," McGarvey told TCD. "… And so to deconstruct these real homes in Baltimore meant they were taking out this beautiful pine and this beautiful old wood that had been there for a long time, and they really needed someone to use the wood.

"So our designers and our product team took a look at it, and said, ' We can turn this into really beautiful heirloom-quality products .'"

Nowadays, Room & Board has over 30 products in its Urban Wood Collection from cities nationwide, which are highlighted on the company's website. Looking ahead, "There's so much urban wood that's coming down in our cities, and it would be great if we could reclaim all that wood and divert it from landfill."

"And that's really about setting up a circular supply chain … that doesn't exist today," McGarvey said. " It's like a highway. If we can help set that up, more and more people can join us and … be using reclaimed wood versus virgin wood. "

🛌 So you're thinking about buying a new bed

It turns out, there's a better way to shop for furniture than going to a showroom and jumping on all the beds.

Step 1: When it comes to furniture and your health …  

• McGarvey recommends certifications like Greenguard Gold Certified, water-based versus oil-based furniture finishes, and low "VOC" products to reduce off-gassing — which is when toxic chemicals from the manufacturing process spread throughout your home. (Think of it like the negative version of that new car smell.)

Step 2: When it comes to furniture and sustainability …  

• McGarvey recommends looking for the "things that have the most renewable content," like wood instead of steel and cotton instead of polyester.  • That's because "if you look at the life cycle of a product — from materials to transportation to manufacturing to use to end-of-life — raw materials are the biggest piece from a sustainability perspective."

And what about that FSC-certified label? 

• McGarvey says if you buy furniture made in the U.S. or Canada, you can be confident it comes from sustainably managed forests, but looking at FSC-certified products can be great "if you're coming from a country outside of North America."

🇺🇲 Made in America adds meaning — and money 

"90% of our products are made in the U.S. by [an estimated 12,000] American craftspeople , and that's important to our customers," McGarvey noted. "They really want to know that their purchases are impacting local craftspeople in local communities."

It's also good business . When Room & Board dives into the data, "We see that we have a higher conversion rate when people are on our sustainability web pages learning about our sustainability efforts … [and] we also will see higher order sales as well ."

"We know that when people are engaging with our sustainability information," McGarvey said, "that's going directly back to the product pages, and then they're choosing to purchase from us."

For context, according to Room & Board's reporting, sales exceed half a billion dollars annually. 

Bottom line: "Sustainability has been one of the top growth drivers for us for several years," McGarvey said.

💚 Green teams get it done

Room & Board's equivalent of an internal green team — called "sustainability change agents" — actually started as a book club. "And then they said, 'How do we do more?'"

One of the reasons the sustainability change agents are so effective is that they're embedded throughout the whole company. 

For example: "When we were looking at the [return on investment] of putting solar panels on our rooftops for our headquarters," McGarvey noted, "I went to my change agent that's in finance and said, 'OK, how do I figure out the capital process for this? Can you help me?'

"And she said, 'Yep, I'm on it.'"

That sort of ownership mentality has been hardwired into Room & Board's culture. In fact, as of early 2024, Room & Board literally became 100% employee-owned — meaning the 1,000-plus staff members hold a financial stake in the company.

💰 Value is more than a dollar sign

Buying your first dining room set is a rite of passage, mainly because it's when you realize how expensive things like chairs really can be. In terms of pricing, Room & Board's furniture isn't cheap — but you're also not likely to toss it out after six months.

"We really think about price in terms of value, because there's the price tag of a piece of furniture — but there's so much more that goes into that," McGarvey said. 

Other factors that go into the pricing equation include:

• Durability  • Trend-proof style • Quality materials • And even support for the American craftspeople — and their communities — who are making each piece of furniture

"All those things together really add up to the value," said McGarvey. " That is a good value for our customer in the furniture they're buying — and also a good value for the planet ."

Anna Robertson conducted this interview for The Cool Down. 

📍 For more profiles like this one, sign up for TCD's free Business Edition newsletter. It'll give you the edge you need on business and the clean economy. 

Join our free newsletter for cool news and actionable info that makes it easy to help yourself while helping the planet.

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Don't bother with copy and paste.

Get this complete sample business plan as a free text document.

Office Furniture Manufacturer Business Plan

Start your own office furniture manufacturer business plan

Willamette Furniture

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">.

Willamette Furniture Mfr. has been riding a growth spurt, having discovered the high-end direct mail channel that gave us a push to new potential volumes through channels. Bolstered by appearances in specialty catalogs, we were able to develop another additional channel through distributors of office equipment that sell directly to corporations.

This annual business plan calls for another three years of accelerated growth. Because our sales growth has brought some working capital implications, we are carefully planning to manage growth and provide for steady cash flow.

We also expect to be profitable as never before. In all, this plan is a healthy company with good growth prospects, looking to manage its orderly growth in the near future.

1.1 Objectives

• Focus on the new channels to increase sales beyond the $1 million mark by Year 3.
• Maintain a gross margin close to 60%, despite the sales increase.
• Increase the net profit significantly by Year 3.

1.2 Mission

Willamette Furniture Mfr. helps create pleasant, productive office environments with well-designed furniture that incorporates new technology into the classic office mode, in which real people can work happily. We are sensitive to the look and feel of good wood and fine furniture as well as to high-powered personal computing. We always provide the best possible value to our customers who care about quality office environments, and we want every dollar spent with us to be well spent. We also create and nurture a healthy, creative, respectful, and fun office and workshop environment, in which our employees are fairly compensated and encouraged to respect the customer and the quality of the product we produce. We seek fair and responsible profit, enough to keep the company financially healthy for the long term and to fairly compensate owners and investors for their money and risk.

1.3 Keys to Success

• Uncompromising commitment to the quality of the end product: quality wood, quality workmanship, quality design, quality of end result.
• Successful niche marketing: we need to find the quality-conscious customer in the right channels, and we need to make sure that customer can find us.
• Almost-automatic assembly: we can’t afford to ship fully-assembled desks, but assembly must be so easy and automatic that it makes the customer feel better about the quality, not worse.

Company Summary company overview ) is an overview of the most important points about your company—your history, management team, location, mission statement and legal structure.">

Willamette Furniture Mfr. is a privately-owned specialty manufacturer of high-end office furniture for computer users who care about elegant office space. Our customers are in all levels of business that can afford very high quality office furniture, plus a growing portion of high-end home offices.

2.1 Company Ownership

Willamette Furniture Mfr. is an Oregon corporation, subchapter S, owned entirely by Jim and Susan Graham. It was created in 1992. At that time the product line and industrial property rights (including trademarks) were purchased from the heirs to the Willamette Association, which was a 1970s commune in rural Oregon.

2.2 Company History

Willamette Furniture Mfr. had actually existed since the 1970s as a “hippy commune,” but its present existence began in 1992 when the furniture line was purchased by Jim and Susan Graham. The Grahams moved to Oregon from California and purchased the business as part of the move.

Sales took a big jump in 1997, when we reached more effective channels of distribution. The key was winning a place in the Premier Executive office furniture catalog, which led to winning the interest of the Needham furniture distributors, and display space in several hundred stores.

Profitability and working capital were problems during our recent growth, but we believe we now have costs and cash flow under control.

2.3 Company Locations and Facilities

Willamette Furniture Mfr. is located in a single facility in the West Eleventh industrial district in Eugene, OR. The facility includes office and workshop space, access to the local bus route, and good parking.

Willamette Furniture Mfr. offers very high quality office furniture designed to effectively incorporate computer machinery into the executive office or home office. The key to the line is an ergonomically effective desk that still looks like an executive desk, looks very good in a high-end home office, but is intended to accommodate the personal computer.

3.1 Product Description

• Our main line is the Willamette computer desk in several versions. This is an elegant piece of office furniture designed to look good in executive office or home office, and at the same time be ideal for real use of the computer. The two critical elements of ergonomics — keyboard height and angle and monitor height and angle — are completely adjustable. Cable runs and shelving add to the utility of the executive computer, without sacrificing elegance.
• We also make complementary pieces to fill out the office suite, including file cabinets, printer stands, and bookcases.
• We also make custom designs to fit exact measurements.

3.2 Competitive Comparison

Within our niche we have two significant competitors, Acme Computer Furniture and ABC Manufacturing. Acme is a bigger company but like us, operating mainly in our same niche, whose marketing is better than its product quality. ABC is a subsidiary of Haines Furniture, a major furniture manufacturer, which has recently targeted our niche.

In general, however, our competition is not in our niche. We compete against generalized furniture manufacturers, cheaper computer-related furniture, and the mainstream merchandise in the major furniture channels and office supply stores. It isn’t that people choose our competitors instead of our product, it is that they choose lesser quality, mainstream materials instead of the higher quality furniture we offer.

3.3 Sales Literature

Sales literature is attached as an appendix to the plan.

For 1998 we plan to develop a company catalog, which would include some other products for the same target customers. The focus will be the executive office catalog, with furniture, lamps, other accessories.

3.4 Sourcing

Our Oregon location is a distinct advantage for local wood. We can buy higher quality oak and cherry than either of our competitors (one in California, one in New York). Since our sales increased over the last two years, we have been able to buy at better prices, because of higher volumes.

We work with three wood suppliers, all local. Bambridge supplies most of our oak, and a bit of cherry and some other specialty woods. Bambridge has been in business for as long as we have, and has given us good service and good prices. This is a good, stable supplier. Duffin Wood Products is a good second source, particularly for cherry and specialty woods. We’ve used Merlin supplies as well, frequently, for filling in when either of our main two suppliers were short.

We also work with a number of specialty manufacturers for furniture fittings, drawer accessories, glass, shelving accessories, and related purchases.

3.5 Technology

We depend on our dominance of the latest in technology of ergonomics, combined with classic design elements of fine furniture. We must remain on top of new technologies in display, input and output, and communications. For example, our latest models are already assuming the desktop digital scanner as a frequent accessory, and audio for use in creating presentations, email attachments, etc.

Our assembly patents are an important competitive edge. No competitor can match the way we turn a drawback — having to assemble the product — into a feature. Our customer surveys confirm that customers take the interlocking assembly system as an enhancement to the sense of quality.

3.6 Future Products

In 1998 we will introduce the new line based on the executive laptop computer, with docking station to connect to a network. The new furniture has a different configuration to assume easy access to the docking station, and better use of the space that doesn’t have to be dedicated the the CPU case.

We are also going to accommodate larger monitors, the 17″ and 21″ sizes that are becoming much more common, particularly in our high-end market. As we do, we will also be watching for the new technology providing wall-mounted flat screens, the liquid plasma and similar technologies.

Market Analysis Summary how to do a market analysis for your business plan.">

Our target market is a person who wants to have very fine furniture with the latest in technology, combined with an old fashioned sense of fine woods and fine woodworking. This person can be in the corporate towers, small or medium business, or in a home office. The common bond is the appreciation of quality, and the lack of price constraints.

4.1 Target Market Segment Strategy

Our segment definition is of itself strategic. We are not intending to satisfy all users of office furniture intended for use with personal computers, but, rather, only those who are most demanding. We are definitely out to address the needs of the high-end buyer, who is willing to pay more for quality.

In our particular market, we also seek the buyer who appreciates two attributes: the quality of furniture workmanship and the excellence of design, with an understanding of technology and ergonomics built in.

4.1.1 Market Needs

We understand that our target market needs more than just office furniture. The need grew out of the special needs of personal computing, when combined with office furniture — keyboards at correct height, monitors at correct height, proper channels for cables, and other amenities. Our target customer wants to have all of that plus fine furniture. There is a need for quality, reassurance of wood and good workmanship. We don’t just sell office furniture, we sell office environment and design, plus workmanship.

4.1.2 Market Trends

Our market has finally grown to recognize the disparity between most of the standard office furniture sold through channels, and our own products.

The development of the high-end office worker, office owners, and baby-boomer executive is an important trend for us. We now have people who are using computers who also appreciate the old-fashioned workmanship of good furniture.

4.1.3 Market Growth

According to [source omitted], the market for office furniture is growing at XX percent per year, and is projected to increase. The market for PC-related office furniture is growing even faster, at YY percent per year, and is projected to top $XX billion by the year 2000.

Most important is the growth in home offices with personal computer equipment. As the cost of the computer goes down, steadily, the number of home offices goes up. According to [omitted], this is about 36 million right now, growing at 15 percent per year. Households spent $XX billion last year to equip home offices, and 15 percent of that was spent on furniture.

4.2 Market Segmentation

• Corporate executives : our market research indicates about 2.5 million potential customers who are managers in corporations of more than 100 employees. The target customer is going to be at a high executive level, in most cases, because the purchase price is relatively steep compared to standard office furniture.
• Small business owners: our customer surveys indicate a strong market among the owners of businesses with fewer than 100 employees. There are 11 million such businesses in this country, most of them with concentrated ownership that makes the owners potential customers.
• Home offices: the home office business has proliferated during the 1990s, and we also have home offices for people employed outside the home. This is a big market, some 36 million home offices, growing faster than other markets.

4.3 Industry Analysis

The office furniture industry has undergone a great deal of change in this decade. The growth of the office superstores made a few large brands dominant. They produce relatively inexpensive furniture that makes compromises in order to stay at the low price level.

Makers of higher quality furniture are in general shuffling for niches to hide in. Although Willamette Furniture Mfr. was essentially developed around a niche, many of the more traditional furniture makers are looking for niches, trying to deal with declining sales as the main volume goes elsewhere.

4.3.1 Industry Participants

The main volume in the industry is now concentrated in four main brands, all of which compete for retail sales through major retail chain stores: Office Depot, Office Max, Staples, and others. These same four are also concentrating efforts as well in the major club discount stores, the Price Club, Costco, Sams, etc.

The growth of the office superstores made a few large brands dominant. Designs are similar and quite competitive, costs and cost control is critical, and channel management and channel marketing are the keys to these business’ continued success.

In mainstream office furniture, the rise of the office store channel has siphoned a lot of volume from the older and more traditional manufacturers. The channels that sold the more traditional lines are also suffering. What’s left are smaller brands, smaller companies, and divisions of more traditional furniture companies.

There are also some traditional manufacturers still making desks as part of furniture lines focused mainly on home furnishings. Some of these have looked at times at our niche, and are competing for the same dollars.

4.3.2 Distribution Patterns

The four main manufacturers are selling direct to the office superstores and buying discount clubs. This accounts for the main volume of distribution. The office furniture customer seems to be growing steadily more comfortable with the retail buy in the chain store.

The major corporate purchases are still made directly with manufacturers. Although this is still a major channel for some of the more traditional manufacturers, it is essentially closed to new competition. The direct channel is dominated by two manufacturers and two distributors. The distributors will occasionally take on a new line — happily, this has helped Willamette Furniture Mfr. — but the main growth is in retail.

Published research indicates that 51% of the total sales volume in the market goes through the retail channel, most of that major national chains. Another 23% goes through the direct sales channel, although in this case direct sales includes sales by distributors who are buying from multiple manufacturers. Most of the remainder, 18%, is sold directly to buyers by catalogs.

4.3.3 Competition and Buying Patterns

In direct sales to corporations, price and volume is critical. The corporate buyer wants trouble-free buying in volume, at a great price. Reliable delivery is as important as reliable quality.

In the high-end specialty market, particularly in our niche, features are very important. Our target customer is not making selections based on price. The ergonomics, design, accommodation of the computer features within the high-quality feel of good wood, is much more important than mere price. We are also seeing that assembly is critical to shipping and packing, but our customer doesn’t accept any assembly problems. We need to make sure that the piece comes together almost like magic, and as it does, it presents a greater feel of quality than if it hadn’t required assembly at all.

4.3.4 Main Competitors

Acme Computer Furniture Acme has been operating since the middle 1980s, and grew up with computer-related furniture. It was one of the first, certainly the first we are aware of, to develop personal computer desks and market through advertising in computer magazines. Today they are about twice our size. They have a very nicely done catalog and good relationships with two distributors.

Strengths: good marketing, strong advertising budget, relationships with distributors, strong direct sales. Weaknesses: the product is more standardized, and of lesser quality, with less sense of design and materials and workmanship.

ABC Manufacturing ABC Manufacturing is a division of Haines Furniture, the second largest manufacturers of mainstream home furnishings. Haines bought ABC three years ago and is focusing on our niche. We see very good quality product, and an excellent sense of design, but little movement in channels or catalogs.

Strengths: financial backing, product quality. Weaknesses: ABC has not seemed to understand our niche, where to find the buyers, how to market as a specialty niche instead of the more traditional furniture channels.

Strategy and Implementation Summary

We focus on a special kind of customer, the person who wants very high quality office furniture customized to work beautifully with modern technology including personal computers, scanners, internet connections, and other high-tech items. Our customer might be in larger corporations, small or medium business, or in a home office with or without a home-office business. What is important to the customer is elegance, fine workmanship, ease of use, ergonomics, and practicality.

Our marketing strategy assumes that we need to go into specialty channels to address our target customer’s needs. The tie-in with the high-end quality catalogs like Sharper Image is perfect, because these catalogs cater to our kind of customers. We position as the highest quality, offering status and prestige levels of purchase.

The product strategy is also based on quality, in this case the intersection of technical understanding with very high quality woodworking and professional materials, and workmanship.

Our most important competitive edge is our assembly strategy, which is based on interlocking wood pieces of such high quality that assembly is not only a pleasure for our customers, it is actually a feature that enhances the sense of quality.

5.1 Strategy Pyramid

Our main strategy at Willamette Furniture Mfr. is to position ourselves at the top of the quality scale, featuring our combination of superb technology and fine old-fashioned woodworking, for the buyer who wants the best quality regardless of price. Tactics underneath that strategy include research and development related to new designs and new technology, choosing the right channels of distribution, and communicating our quality position to the market. Programs are mainly those listed in the milestones table, including new design programs, new equipment to keep up with design, channel development, channel marketing programs, our direct sales, and our continued presence in high-end catalog channels and new presence in the web.

5.2 Value Proposition

Willamette Furniture Mfr. gives the discriminating personal computer user, who cares about design and quality furniture and quality of working environment, a combination of highest quality furniture and latest technology, at a relatively high price.

5.3 Competitive Edge

Our competitive edge is our dominance of high-technology ergonomics and traditional high-quality furniture workmanship. Although there are many computer furniture manufacturers, and many computer lovers, few have brought the two crafts together as we have.

5.4 Marketing Strategy

Our product is positioned very carefully: this is high-quality office furniture combining workmanship and ergonomics for the customer who understands quality, is a user of high technology equipment, and is willing to spend money on the best. Unlike the mainstream products, we do not use laminates or cheap manufacturing technology.

Our marketing strategy is based mainly on making the right information available to the right target customer. We can’t afford to sell people on our expensive products, because most don’t have the budget. What we really do is make sure that those who have the budget and appreciate the product know that it exists, and know where to find it.

The marketing has to convey the sense of quality in every picture, every promotion, and every publication. We can’t afford to appear in second-rate catalogs with poor illustrations that make the product look less than it is. We also need to leverage our presence using high-quality catalogs and specialty distributors.

5.4.1 Pricing Strategy

We will maintain our pricing position as a premier provider. We are the best product available, for the most discriminating consumer. We intend to maintain our separation from the price competition at the lower end of the business. Our plan calls for no significant changes in pricing.

5.4.2 Promotion Strategy

Our most important vehicle for sales promotion is the direct mail catalog published by the specialty retailer such as Sharper Image and its competitors. Our advertising budget of $264 million goes mainly for space in the specialty catalog.

We also participate in major industry events, including both the Spring and Fall national computer furniture shows and the fall computer show. Our total budget for events is $40,000, plus about half of the $31,000 travel budget.

This year we will also promote our products with an in-house catalog including our own products plus related merchandise of interest to the same target market.

5.4.3 Distribution Strategy

Our most important marketing program is [specifics omitted]. Ivy Bells will be responsible, with budget of $XX,XXX and milestone date of the 15th of July. This program is intended to [objectives omitted]. Achievement should be measured by [specific concrete measurement].

Another key marketing program is [specifics omitted]. [Name] will be responsible, with budget of $XX,XXX and milestone date of [date]. This program is intended to [objectives omitted]. Achievement should be measured by [specific concrete measurement].

5.4.4 Positioning Statement

For discriminating personal computer users who want to integrate their PCs with fine furniture, the Willamette line offers exquisite workmanship and design combined with state-of-the-arts ergonomics and technology. Unlike the Acme line, Willamette Furniture makes no design compromises for standardization.

5.5 Sales Strategy

For the next year we continue to focus on growing presence in the high-end direct mail catalog that finds our specialty customer. We will work with Sharper Image and Broadview more than ever, and we expect to gain position in the major airline catalogs as well. Specialty retail is a new channel that could become important for us.

Our work with distributors has been promising. We hope to continue the relationship with distributors selling directly to larger corporations, even though this takes working capital to support receivables.

5.5.1 Sales Programs

Specific sales programs:

• Catalog sales: develop placement with one additional catalog catering to the high-end office executive, paying of course for space and positioning. The budget is $10,000 for this program, due March 15, with Jan responsible.
• Distributor sales: we need to develop at least new distributor, spending for co-promotion as required, and making direct sales calls. The specific responsibility is Jan’s, and due date is May 15, with a budget of $15,000.
• Direct sales: we will do a mailing of a new in-house catalog, developed by the marketing department, to add to our direct telephone sales. Jan will be responsible, without a budget or a deadline because the catalog is a marketing program.

5.5.2 Sales Forecast

Our sales forecast assumes no change in costs or prices, which is a reasonable assumption for the last few years.

We are expecting to increase sales, growing from $225 thousand last year to $450 thousand in the next year, which is about doubling in size. The growth forecast is in line with our last year, and is relatively high for our industry because we are developing new channels. In 1999 and 2000 we expect growth closer to 50% per year, to a projected total of more than $1 million in 2000.

We are projecting significant change in the product line, or in the proportion between different lines. The key to our growth is the growth of the new channels, with the main desk.

Our seasonality, as shown in the chart, is still a factor in the business. We tend to sell much better in Spring and Fall, and sales drop in the summer.

5.6 Milestones

The accompanying table shows specific milestones, with responsibilities assigned, dates, and (in most cases) budgets. We are focusing in this plan on a few key milestones that should be accomplished.

Management Summary management summary will include information about who's on your team and why they're the right people for the job, as well as your future hiring plans.">

We are a small company owned and operated by Jim and Susan Graham, husband and wife, as a Subchapter S corporation. Jim is the developer and designer of the products, and Susan manages the company as president.

Management style reflects the participation of the owners. The company respects its community of co-workers and treats all workers well. We attempt to develop and nurture the company as community. We are not very hierarchical.

6.1 Organizational Structure

Susan Graham, President, is responsible for overall business management. Our managers of finance, marketing, and sales report directly to Susan.

Jim Graham, designer, is responsible for product design and development, assembly, and manufacturing. Our workshop manager reports directly to Jim.

As co-owners, Jim and Susan jointly develop business strategy and long-term plans. Jim is strong on product know-how and technology, and Susan is strong on management and business know-how.

6.2 Management Team

Susan Graham, 43, president, had a successful career in retail before becoming half owner of Willamette Furniture Mfr. She was an area manager of Ross Stores, a buyer for Macy’s, and merchandising assistant for Sears and Roebuck. She has a degree in Literature from the University of Notre Dame.

Jim Graham, 44, workshop manager, designed furniture for Haines Manufacturing before becoming half owner of Willamette Furniture Mfr. He was responsible for one of the first executive desks designed to include customized fittings for personal computers, and was one of the first to design the monitor inside the desk under glass. He has an B.S. and M.S. in industrial design, from Stanford University and the University of Oregon, respectively.

Terry Hatcher, 34, is marketing manager. Terry joined Willamette Furniture Mfr. from the marketing department of the Thomasville Furniture chain, having been in charge of national catalog production and catalog advertising. Terry also managed direct sales at one of the furniture distributors that has since died to industry consolidation. Terry has a B.A. degree in literature from the University of Washington.

6.3 Management Team Gaps

We depend on our professionals, our CPA and our attorney, for some key management help. We don’t have a strong background in finance or business management.

As we grow we will need to develop more manufacturing technique, more mass production. Leslie grew up with the hand-made and custom furniture business, knows fine woodworking well, but admits a weakness in establishing standardized assembly.

6.4 Personnel Plan

The personnel table assumes slow growth in employees, and 10% per annum pay raises. We already have a strong benefits policy (with fully-paid medical, dental, and life insurance, plus a profit sharing and 401K plan) and very low turnover.

Salaries are generally in line with market pay for the Eugene area, although our benefits are above standard market level, so we ultimately pay a bit more for our people than what might be considered standard in our market. Eugene, however, is on average a lower wage location than most of the more developed industry areas.

As we grow, we expect to see steady increases in our personnel to match the increases in sales.

Financial Plan investor-ready personnel plan .">

The financial picture is quite encouraging. We have been slow to take on debt, but with our increase in sales we do expect to apply for a credit line with the bank, to a limit of $150,000. The credit line is easily supported by assets.

We do expect to be able to take some money out as dividends. The owners don’t take overly generous salaries, so some draw is appropriate.

7.1 Important Assumptions

The accompanying table lists our main assumptions for developing our financial projections. The most sensitive assumption is the collection days. We would like to improve collection days to take pressure off of our working capital, but our increasing sales through channels makes the collection time a cost of doing business.

We also expect to see a decline in our inventory turnover ratio, another unfortunate side effect of increasing sales through channel. We find ourselves having to buy earlier and hold more finished goods in order to deal with sales through the channel.

7.2 Key Financial Indicators

The following chart shows changes in key financial indicators: sales, gross margin, operating expenses, collection days, and inventory turnover. The growth in sales will be very hard to manage. We expect our gross margin to be a bit lower than before, because our projections show a slight decline as we go into new product areas and face new competition.

The projections for collection days and inventory turnover show that we are already expecting a decline in these indicators, because of increasing sales through channels.

7.3 Break-even Analysis

Our break-even analysis is based on running costs, the “burn-rate” costs we incur to keep the business running, not on theoretical fixed costs that would be relevant only if we were closing.

Our assumptions on average unit sales and average per-unit costs depend on averaging. We don’t really need to calculate an exact average, this is close enough to help us understand what a real break-even point might be.

The essential insight here is that our sales level seems to be running comfortably above break-even.

7.4 Projected Profit and Loss

We do expect a significant increase in profitability this year, and in the future, because we have learned how to deal with the increasing sales levels of selling through channels. Despite the lower profitability levels of recent years, we expect to see very strong net profits in 1998, and remain at that level through 2000. Our higher sales volume has lowered our cost of goods and increased our gross margin. This increase in gross margin is important to profitability.

7.5 Projected Cash Flow

Although we expect to be more profitable in 1998, we still have drains on the cash flow. We need to invest $25,000 in new assembly and manufacturing equipment, plus $15,000 in new computer equipment, and another $10,000 in miscellaneous short-term assets, including office equipment. Because of our increased sales through channels, and necessary increase in inventory levels, we need to increase working capital. We plan to extend our credit line to cover as much as $150,000 in short-term credit, backed by receivables and inventory.

7.6 Projected Balance Sheet

Our projected balance sheet shows an increase in net worth to more than $400 thousand in 2000, at which point we expect to be making compelling profits on sales of $1.1 million. With the present financial projections we will be careful in supporting our working capital credit line, and we are growing assets both because we want to — new equipment — and because we have to grow receivables and inventory to support growth in sales through channels.

7.7 Business Ratios

Our ratios look healthy and solid. Gross margin is projected to decline slightly, return on assets will run well above industry standards, and return on equity is excellent. Debt and liquidity ratios also look good, with our Quick ratio increasing over the next three years.  The standard comparisons are based on SIC code 2521, manufacturers of wood office furniture.

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