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By Fred A. Jacobs, Larry H. Beard

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This discussion should also address the recent price history of competing lines. Sales and Marketing Plan: The sales and marketing plan depicts the historical, current, and anticipated structure of the company's product market, geographically as well as competitively. This analysis includes a profile of the company's clientele, a description of the channels of distribution, and an elaboration of the company's advertising strategy. Additionally, discussions should include the competitors' approaches to sales, marketing, and advertising.

Additionally, the single largest cause of business failures continues to be the management of cash flows and other liquid assets. It is thus appropriate to start by developing insight into the cash-to-cash cycle and how the various aspects of it can be measured, evaluated, and ultimately controlled or managed. Page 2 Obviously, everyone needs to be reminded that a good, current business plan is essential. In the management of cash and other liquid assets, commonly called working capital, access to optimal amounts of credit, both long-term and short-term, is important.

In order to estimate the cost to Typical of this heavy investment in working capital items, Exhibit 7 presents cost calculations at 10%, 15%, and 20%. At an interest rate of only 10% (modest by current standards), Typical would incur a cost of $18,613 to finance the operating cycle. At 15% the cost jumps to $27,918, and when a 20 interest rate is assumed, to $37,224. These costs reflect real, out-of-pocket expenditures if money is borrowed at these assumed rates to finance the operating cycle. However, if Typical has the cash to invest in these assets without resorting to short-term borrowing, opportunity costs also must be considered.

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