Business Plan

At Heavenly Candle Co. we strive to make a positive difference. Dedicated to memorializing and honoring the life of Madisyn White-Carroll and all those lost loved ones. We have a vision to help grieving families build memorial sites and provide a candle to memorialize in home. Those not grieving a loss can also enjoy the comforting notes of out natural organic soy wax candles that create a heavenly ambiance in any home or environment.

Company Summary

Heavenly Candle Co. is a small home run owner operated company. As sole proprietorship we take full accountability and responsibility for our company and our products and we expect to deliver nothing but the highest cleanest quality product. The company is self-financed, startup costs provided by the founder and CEO.

Products/Services

Heavenly Candle Co. holds the upmost standard for ethics, sustainability, and clean organic products. Not only are our products sustainable but we also use recycled packaging. Please send back used candle jars for recycling or use them as home glass wear.

Market Assessment

The ability for Heavenly Candle Co. to thrive in the current market is solid. There is a great market for clean products and with little on the line and no expectations just marketing and selling for spreading joy and helping provide memorial. There is only a small market for memorial items and our product will thrive in this environment.

Strategic Implementation

Heavenly Candle Co. expects to market through major social media outlets as well as local vendor fairs and farmers markets to reach a target audience. We plan to first provide a great memorial option for grieving families or anybody who has lost a loved one. We also market towards those who enjoy burning candles and use them to create a heavenly ambiance in their homes.

Expected Outcomes

For Heavenly Candle Co. it is not all about money but also about a cause. A message or comfort in memorial and to assist those in creating memorials for lost loved ones. We do expect to make increasing sales as time goes on. One day we may be open to having our candles sold in stores that have aligned ethics, morals, and visions. Our main hope is that we can give back more that just the heavenly candle experience. We hope to be able to give back to grieving families.

Vision/Mission Statement and Goals

A. Vision Statement

We are here to light you up on your darkest days, a piece of heaven in your home. By promoting high vibrations our lit candle aromas embrace you with warmth. Celebrate lives of lost loved ones and those we are still blessed to have with us today. Enjoy a peace of mind and light a candle with Heavenly. We provide only the highest quality soy wax candles. Our teams’ purpose is to promote peace and happiness.

B. Goals and Objectives

The goal is to make growth every quarter with more sales have staple scents that attract regular customers. We will operate out of a home garage and will grow to have an office space and store front one day and expand into other home good products and clothing merchandise. Since the operation will run as a full-time home business with no investors it will be easy take a slow start beginning with little financial risk.

Our objective is to source and labor locally with ethically sustainably and ecofriendly recycled materials. 5% of each purchase will be donated to gun violence victims’ families. We hope one day we will be able to create an organization to set up free memorials for victims of gun violence. Giving back to the community is important and operating a business with an important purpose other than earnings. Financial goals are to be operating with revenue enough to support our family.

C. Keys to Success

For us to succeed we need to work on marketing and targeting our consumer group. We will obtain sustainable and clean products at great prices and share our savings with our customers. We must get our products on the market immediately; we will begin to sell locally even participating in flea markets and local street fairs.

Without wholesalers that have consistent product this business would not work. Since there are many options for the clean soy organic wax, we are using we do not anticipate there being an issue with resources.

Meanwhile we will work on marketing in our online shop through Facebook and Instagram to be able to reach more clients domestically and eventually gain the ability to ship internationally. This is the main focal point of marketing and it is important that it is done in a very clean manner. Online sales will be the main source of revenue and marketing target. If we cannot gain attention on the social media platform enough to function at full time capacity, then the operation will have to drop to a part time meaning a slower operation process after the first year.

Company Summary

A. Company Background

Heavenly creates long burning clean soy candles with natural warming scents. Founded by Emily Bennett in loving memory of Madisyn White Carroll, who was senselessly murdered at the age of 19 on December 10, 2019.The milestones important to this business will ultimately lead us to be able to create enough sales to begin to give back to the gun violence victims community. We will begin operations in our home garage with hand poured locally sourced clean soy. Heavenly will begin on local sales in the immediate community.

As Heavenly Candle Co. grows there will be important milestones that arise. The first milestone will be the first lump sum donation to a gun violence victims’ family. Another major milestone will be when the company is able to donate memorial site materials to families or set them up on behalf of families. We aim to also comfort families who have lost loved ones and bring a warm loving environment to all.

B. Resources, Facilities and Equipment

We obtain fine soy wax from wholesale organic soy wax suppliers with proven and clean products. We work from our home garage using a smaller wax melter until we are no longer able to produce as much candle wax in the necessary time to produce the necessary goods. At the point that the main operation is outgrown we will begin melting wax in large 150lb wax melter.

Home power and electricity will be used in the operation for light and heating elements. There will be an initial investment for material resources to create our product as well as for marketing. We will purchase glass jars from glass recyclers, buy an industrial wax melter from an ethical source. We will be able to partner with organics for organic labels and recycled packaging. Providers will be paid in cash.

C. Marketing Methods

We are looking to sell candles at $20 each and $30 with a customization it will cost approximately $5 per candle to produce. We expect to sell upwards of 50 candles a week and find continued growth. Ads on social media platforms Facebook and Instagram will cost $5-$10/day. We expect to reach annual sales goals of $40,000.00 within the first 5 years.

We will partner with wholesalers as well as local flea markets to improve returns. We will also partner with many other organizations within the gun violence victim’s community. No contracting will be used we will be family operated sole proprietorship.

D. Management and Organization

CEO and Founder Emily Bennett will run operations as the sole employee until there is growth and further team members are needed. With background in marketing, accounting, and customer service all aspects will be handled solely on the CEO & Founder. No pay will be taken at first then a percentage of sales will be taken as salary. Until there is enough return to take a full salary.

In the event the company exceeds the expected operations, Heavenly Candle Co. will seek to employ those less fortunate in the job market including those with little to no education, parolees and those who may not be eligible for other jobs in the market with many requirements. As an advocate for Justice for Madisyn and supporting in the gun violence community Founder and CEO, Emily Bennett reputation resides as a proactive voice and community advocate of justice and peace. Advice will be taken from an attorney and financial advisor as the company grows. Heavenly Candle Co. will always have an open door when it comes to desires and requests from customers.

E. Ownership Structure

At Heavenly Candle Co. all liabilities will be held by owner and operator, CEO & Founder, Emily Bennett, sole proprietor. Permitting from the city is not necessary for such a small operation as there is no extreme equipment, noise or chemicals used. The business will be able to operate on solely a business license.

F. Social Responsibility

We source only ethically made soy wax and use recycled cardboard packaging and bubble wrap. We are OSHA compliant and only handle minimal chemical for cleaning and sanitizing. We have no dust and work during business hours only. The odors should be pleasant but will work with an exhaust for safety while mixing oils or organic fragrances into the wax. Our responsibility at Heavenly Candle Co. is to deliver on time quality goods with clean materials. We will be involved with the community then will grow within national level for Justice.

As company grows procedures will be established and taught upon onboarding any new employees. We want to ensure that anybody who ever works for Heavenly Candle Co. behaves ethically and operates within our mission. We believe that family comes first and we want that to drive our company culture in the future.

G. Internal Analysis

The strengths of Heavenly Candle Company will be marketing, the extensive following on social media to reach many clients without ever having to leave their homes. Success will come because the product can sell itself as a quality product and top-notch marketing. The weakness will be a slow growth of income and space.

What we will do better is address a market where there is a hushed industry where it is difficult to find great products for celebration of life and funerals etc. But what sets Heavenly Candle Co. aside the most is the mission and simultaneously being able provide clean products with a style and meaning that others cannot.

Building on knowledge will be necessary to review operations at Heavenly Candle Co. will runs smoothly. Another candle business may be able to share tips and tricks of the trade. The current financial position will be fine because this will be a low startup cost under $5,000 and the company will grow as the profits grow.

Products and/or Services

We sell candles made with love and compassion. Set the tone for your home.

Our products are unique because it is not just a candle it is a life being honored or remembered this is different than a candle you can pick up at a local market, this is personal. Based out of the Bay Area, California we are marketing locally but also as an ecommerce business we can market domestically.

The price is competitive with other custom candles and because memorializing a loved one is priceless it is more about the meaning the cost becomes a fraction of what the product is worth emotionally. The experience I have with our product as a candle consumer and someone who has suffered a tragic loss and even trying to purchase a custom candle as a memorial, I found that this is really an under addressed market.

Market Assessment

A. Examining the General Market

Market for candles is a growing market. There are several types of candles and designs but what is the future is clean organic products which sets Heavenly Candle Co. aside from other candle makers. The current market for candles is not currently fulfilling the need for clean and organic memorial candles. These two points will give our company the competitive edge. The candle market is predicted to grow over 8% in the next 6 years.

The threats our firm faces are from our marketing avenue, Instagram who retains the rights to place restrictions on ads and ad approvals and well as block or restrict business profiles. Additionally, the algorithm in Instagram to market to the appropriate potential customers may be variable.

We also must compete with big name brands and corporate candle companies. Fortunately for Heavenly Candle Ci. Many people seek a more personal relationship with whom they make their purchases. More people are looking to Farmers Markets and local markets for organic and clean goods.

We as a marketable business must follow trends for each season, using colors and styles but we also can go plain and simple to keep our branding. In business trends we are ahead of the game because we are a for profit business with a purpose and a charitable cause.

As a small family ran business, we face no legal issues from the government and face little regulations pertaining to zoning and environmental laws or inspections.

B. Customer Analysis

Our customers will be anybody who enjoys candles looking to purchase clean products that have a cause. Additionally, people who are looking for memorial items will be interested in our custom products. We sell only candles currently but if the business expands, we will move into logo merchandize and other home goods. Our product creates an ambiance in a home, improves scent inside a home, creates calming energy. Though a memorial candle cannot solve the heartache it can bring healing properties in honoring lost loved ones.

There is cost supporting a customer they will be able to build a candle they want online however we would like to be available to make the purchase as personal and pleasurable as possible. Questions and help with customization or order questions/issues will be resolved by social media, e-mail, or phone. There will be no cost to this as it would be done by myself it would only cost human resources and time. Since I am not taking a Salary until the company is profitable it will be not an initial cost.

C. Industry Analysis

The current business environment is in favor of supporting small businesses over major companies. Though it is COVID-19 pandemic, now is actually a good time to try and run a business from home because you can be safe. The atmosphere in the market is to support small businesses when you can. This is an advantage in the market currently. On the other hand, a startup business cannot be the only source of income due to the unpredictable and volatile market that we are in. Being conscious of this will attribute to our success.

D. Strategic Alternatives

The strategies to be consistent and procure quality ingredients to product quality.

guaranteed products. We will also focus largely on customer service and marketing. Having a nice clean logo and a nice clean product to share with our community.

Using our Instagram ads people that our interested in similar products is whom our products will be advertised.

Strategic Implementation

Production

The technology used will be label printing, ecommerce, Instagram, PayPal for processing payments as well as for communication email and phone. Additionally, we will use design software and most important Wifi and electricity. Even we will use software online for shipping.

We will use a slow pour process where we heat the organic soy wax in a melting pot. Then we will cut wick and place in the candle holder jar and then slowly pour each candle and let them air solidify.

Networking will be used socially and online. We will partner with justice teams that already exist and even collaborate with victims’ families on Gofundme etc. Our Anticipated time like is 2 to 3 years to be fully functioning and be able to give back.

B. Resource Needs

Human

The skills I possess currently will be sufficient for procurement, production, marketing sales and customer service. Classes can and will be taken to refine these skills in continued education and mentoring.

Financial

The financial resources that will be needed for the initial investment will be under $5,000.00.

Physical

The physical resources needed will be organic clean soy wax, recycled glass jars, wicking, clothesline pins, pouring tins and wax melting pot. Recycled paper for labels and a high-quality printer, recycled cardboard for shipping. Tables and chairs will be needed to set out candles for pouring for production. We will also be using laptops and phones for sales marketing shipping and client interactions. A vehicle will be needed to transport goods to various local markets as well as for possible urgent orders to be shipped.

C. Sourcing/Procurement Strategy

We solely purchase organic and clean goods. Clean goods consist of only the best natural products. We are committed to sustainability at Heavenly Candle Co. Which means also using the recycled papers and cardboards for packaging. We will source suppliers locally if possible and if not we will also go direct to manufacturer of recycled glass for candles holders.

D. Marketing Strategy

We will be selling on the open market in e-commerce as well as at local flea markets and farmers markets and street fairs. We will pay for Instagram and Facebook ads to market as well as posting on free sales groups and forums online for as much exposure as possible. We will price the product competitively with the market.

Hedging, forward pricing, options

As a sole proprietor we will take on all the costs and liabilities.

Contracting

We will run in house marketing only.

Insurance

We will be using insurance policies to protect our home business, liabilities and products. We will be as fully insured as possible.

E. Performance Standards

Performance standards will be based on sales, saves, shares, likes on social media. We expect to have full quality on every single candle. Those that are not up to standards will be reworked or saved for memorial setup donations.

Quality Assurance at Heavenly Candle Co. is unique because our candles are not mass produced, but handmade and hand poured so there will be a variance in the consistency.

Financial Plan

Financial Projections

Heavenly Candle Co. will be funded from my savings. I require no debt or equity for this start up. I will not need to lease until the company grows, for now the business will be conducted in my garage. The financial risk is losing my initial investment if the business somehow does not work, we will close it out and call it a loss. The other risk is that if my health were to decline, I would need to close production and take the financial loss.

Budgets will be very strict for purchasing. We will purchase a small amount at first then increase as needed or as sales increase. Having no debt repayment will make this business very simple to start with a low initial investment with no investors or loans.

I will work this business and monitor the sales after a period of 6 months if the profit and gains are not considerable, I will have to adjust the business plan. We are mainly looking for increasing sales or at least consistent sales in the first year. By the 5^th year if sales have not increased enough to warrant leasing a workspace and making enough profit to make a decent salary the business will sell the premade candles and sell out then follow this process as it will become a side business and not a full-time production.

Contingency Plan

If I cannot follow through with the primary plan, then I will put in a secondary plan. I will work a regular corporate job and run this business on the side and weekends through an Etsy shop rather than my own web store. Still marketing would be done through Instagram and Facebook as that is free. Unfortunately, the reply times for customer service would slow down as I would be busy with another career.

To prepare for an emergency in this business I will teach close family and friends how to step in. If they are unavailable, we would have to put out a notice that there is a family emergency and that is why response times and production are slow. We could offer refunds or discounts to compensate as any good customer service would do. The worst-case scenario is that everybody would be refunded on unfulfilled orders and the business would close completely. There would be not debt owed so no harm and no foul. It is a risk opening a business with your own savings.

If something were to happen to me or if my health were to decline, I would offer the business to family and then friends if nobody would like to take over the business it would simply close and I would take the financial loss and sell off the remaining inventory and supplies.

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