CONFIDENTIAL BUSINESS PROFILE FOR
PREPARED BY
JOHN (OVANES) MIKAELIAN, C.B.I., B.C.B., I.B.A.
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JOHN (OVANES) MIKAELIAN, C.B.I., B.C.B., I.B.A.
INSTITUTE OF BUSINESS APPRAISERS
CERTIFIED BUSINESS INTERMEDIARY
BOARD CERTIFIED BROKER
OFFICE LOCATIONS
4666 EAST MONTE WAY
2015 S. ARLINGTON HEIGHTS RD.
PHOENIX, AZ
ARLINGTON HEIGHTS, IL
85044
60005
Office & Cell: (847) 867-0050
FAX: (847) 437-4082
PROPRIETARY AND CONFIDENTIAL INFORMATION
Venture Business Brokers, LTD., 2009, 2010, 2011, 2012, 2013
All Rights Reserved
This (document, program, book) contains the confidential and proprietary
information of Venture Business Brokers, Ltd. The copyright notice is
strictly for the purpose of protecting the copyrights of Venture Business
Brokers, Ltd., in the event of inadvertent or improper disclosure of this
confidential information to third parties. This (document, program, book)
may not be used, copied, or disclosed without the prior written consent
of Venture Business Brokers, LTD.
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LISTING #121512
I.
OPPRTUNTY TO PURCHASE OF THIS VODKA DRAND:
Purchase Price includes the following: Trade-Mark, Product Formula, All Licenses,
All the Distribution Rights, All Websites, Customer Lists, All Computer Programs.
II.
PURCHASE PRICE;
$ 150,000.00 plus inventory
NOTE: At the present time the inventory in the warehouse is approximately $130,000.00
and in Holland at the distillery is $40,000.00.
III.
ANNUAL GROSS SALES;
$ 603,958.00 2011
IV.
SECOUNT OPPRTUNTY TO OWN THE RIGHTS FOR DISTRIBUTION IN YOUR STATE;
We will provide you with the Exclusive Rights and Interest in Yes Vodka Brands of any State for $ 50,000.00.
This will include 200 cases at no charge.
The opening shipment:
1000 cases 1 Liter at $60.00 each = $ 60,000.00
200 cases 1 Liter no charge
250 cases 750 ML at $ 50.00 each = $ 12,500.00
250 cases 750 ML Gift at $ 54.00 each = $ 10,800.00
All additional shipments are at cost plus 15% GM….plus Federal tax. We pay for the storage in the NJ warehouse, web
site, and social media resources.
Buyer will receive the rights to bottle additional sizes if the buyer chooses.
Buyer will receive the rights to purchase any {point of Sale merchandise and literature} he wants (tee shirts shot glass
etc)
Buyer will receive 25% of Yes Brands current inventory { point of Sale merchandise and literature} on hand (tee shirts
etc)
Buyer will receive the rights to purchase the exclusive sales distribution ownership contract to other States at a cost of
$20,000 each. Those states to be outlined in the asset purchase agreement.
Yes-Brands agrees that the buyer has the first right of refusal to purchase all additional assets of YES Brands at the
agreed upon price from YES brands Inc.
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WHAT’S SO SPECIAL
ABOUT OUR BRAND NAME?
When you look at a list of vodka names many are familiar, but one stands out. Why? In spite of the
fact
that it’s the new kid on the block, only one syllable and three letters long , there isn’t one
word
more affirmative, optimistic, enthusiastic, or rich in possibilities than our brand name. To refresh your
memory and make our point here’s a partial list: Stolichnaya. 42 Below. Absolute. Grey Goose. Effen.
Belvedere. Fleischman’s. Svedka. Chopin. Russian Standard. Finlandia. Hanger One. Three Olives.
Tito’s.
Ultimate. Skyy. Crystal Head. Smirnoff. YES. Need we say more on this subject? No.
YES, WE HAVE
A PERSONALITY
TO MATCH OUR NAME.
Free Saturday night? May I join you? Is this seat taken? New in town sailor? Can I get in I’m with the
band? We all ask questions in our own ways, yet we all seek the same answer. If we think of
that stir stick in a cocktail glass as the epicenter of some great celebrations, romances, re-connects
and get-togethers, you think of a personality that’s anything but shy. Start with friendly. Go to sexy.
Then go beyond sexy, straight to flirtatious. Top it off with a desire for new experiences. Stir all that
together and you’ve got our personality.
VODKA IS BY FAR
THE MOST POPULAR
DISTILLED SPIRIT
IN THE WORLD.
So it should come as no surprise there are many vodka
brands in the world to choose from. There are vodka’s
produced in every corner of the world in any number of
flavor combinations. There are vodkas at every price
point, too. In every way, shape or form, someone has
exploited the appeal of vodka. So the essential question
becomes,
does the world have shelf space for
Yet another vodka? We think the answer is a
definitive, “YES.”
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THE VODKA MARKET
• Vodka represents 31% of all spirits sold in the US in 2010
• Which represents a 6.1% increase over 2009
• 118 million cases (6 packs) of vodka sold in the US in 2010
• Premium & Super Premium vodka sales grew 26.6% collectively
• Ketel One - 4 million cases sold 2010 (6 packs)
• Grey Goose – 7 million cases sold 2010 (6 packs)
• Worldwide vodka market is nearing 400 million cases
(6 packs) per year
• Budget sales in year 6 for YES = 120,000 cases (6 packs)
__________________________________________________________________________
PURE SPIRITS WORLDWIDE (PSW)
•Initially established in 2006 as YES LLC
•2009 Pure Spirits Worldwide Inc. formed to raise equity capital Approximately
$2.7 million
o PSW manufactures, imports and markets YES vodka PSW owns
the exclusive formula and process to distill YES vodka
• Currently distributed in Seven states.
• Excellent product/formula and great brand package/
name; Taste test wins in 4200 of 4500 tests
• Target demographic: 21 to 38 year olds who are
active on social media and music is embedded in their everyday life
•Build a NATIONAL brand utilizing
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YES VODKA - A GREAT PRODUCT...
• Super-premium vodka imported from Holland
• Made from 100% wheat grain
• Water purified through reverse osmosis
• Quadruple distilled/quadruple filtered
• Ultra-smooth finish borrowed from Dutch
process of distilling gin
• Winner of many blind taste tests nationwide
• Gold and Silver Sip Awards winner for taste
(and for bottle design)
So pure and smooth - Mixes well with Anything!
Distribution of YES Vodka…
• Current distribution in Seven states, which are in top 10 in
spirits consumption
• Illinois, California and Arizona with Southern Wine and Spirits.
(300 Illinois salesmen, 600 California salesmen)
• Connecticut , New Jersey, Georgia, and Wisconsin with top
distributor in the state
• We have a valuable 32 state distribution contract with Southern Wine
and Spirits to extend growth
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Sales Results
Arizona
- 70 accounts
Account Examples:
Prime Bar
Martini Ranch
Urban Seven
Compound Grill
Silverleaf Club
Connecticut
New Jersey
Georgia
- 140
- 120 accounts
- 122 accounts
Account Examples:
Matteo's
Augur Irish Pub
Riverhouse Tavern
Polpo Restaurant
Koo At the Lake
Tony’s Package Shop
Oakville wine and liquor
700 account goal
Opened Sept. 5th, 2011
Account Examples:
Brando's Citi Cucina
Drama Night Club
Country Club Tavern
Riverside Liquors
Bourbon Street Liquor
Liquor Barn
Pin Shop Liquor
Union Liquor
Sales Results Now carried in over 2700 accounts, opened
1100 new accounts in California alone
Illinois Market
- 850 accounts
Wisconsin Market
Account Examples:
Tavern on Rush
Morton's Steak House
Wildfire
Gibson's
Side Track
YBar / Hearts / Crescendo
The Lodge Group
Cardinal Liquors
Armanetti beverage marts
Teddy’s Liquors
Account Examples:
Account Examples:
Brewski’s Sports Pub
Wolfgang’s Steakhouse
Bistro At Liberty Square
Diamond Club
Pfister Hotel & Tower
East Village Tavern
Jo Jo's Martini Lounge
Harlot
- 600 accounts
California Market
-1100 accounts
Falcon Restaurant & Lounge
Sendik’s Food Markets
Woodman’s Food Market
Bev Mo fine liquors
Otto’s
Rays Liquors
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Key Marketing Partners
Key Marketing & Distribution Partners
Exclusive Drinks – CranSlam, LemonDinger, & At the Buzzer including YES Drink Carts
1. Bradley Center – Milwaukee Bucks Basketball, Admirals Hockey and Marquette
Basketball
2. Potawatomi Bingo & Casino, Wisconsin
3. Rivers Casino, Illinois
THREE PARTS SOCIAL
ONE PART YES VODKA
YES
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SOCIAL MEDIA
Getting the word out. Make it two words. We know
we’re notgoing to outspend the established brands. As much as we’d like to
believe we can outwit or outhustle them, that’s a tough bet in a tough business.
What we can do is keep it simple. We’re only going to ask people to do one
thing
and one thing only. Say “YES.” What the big brands have going against them is
the very fact that they’re big. Ask the marketers of Stoli or Absolute what it’s
like
to be maintain market share. Drinking is about socializing. Socializing is about
meeting new people and trying new things. We know people love the taste of
YES. And we’re building a word of mouth accelerator to spread the love once
we’ve made friends. It’s called social media. Facebook and Twitter are a
match made in heaven for YES Vodka. New brand meet new media.
It’s
a way to make room for a new relationship.
TARGET AUDIENCE
CREATE AWARENESS
•
•
•
61MM Adults 24-38
39MM Adults 24-38 on Facebook
64% of our audience are Facebook users
Milestones
• DELIVERED 90 MILLION FACEBOOK
IMPRESSIONS
• ACQUIRED 20,000+ FACEBOOK
FANS
• 6K OPT-IN Email SUBSCRIBERS
• DISTRIBUTION IN 7 STATES
• NOW IN 2700+ ACCOUNTS
• I NTRODUCED 1.75 LITER BOTTLE
FOR SPECIAL DISTRIBUTION
• 300+ TASTING EVENTS LOCALLY
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STRATEGY
• Long Term:
New products are typically launched into spirits industry via small niche players
• Those that gain critical mass in key markets are acquired by larger spirits companies
OR
• The growing Spirits companies sell equity by taking the company
Public to build the Brand for national distribution.
Pure Spirts Worldwide Inc. seeks a strategic buyer
V.
COMPANY HISTORY
Winner of 4,200 of 4,500 taste tests against some of the vodka industry’s best known brands, YES
Vodka is considered among industry veterans and consumers as one of the smoothest vodkas in the
world.
YES Vodka’s fast paced growth is accredited to it’s cutting edge social media campaign as well as
the fast growing spirits segment in the U.S. today. Vodka accounts for 31% of all spirits purchased
and growing.
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The Company
When three spirits industry veterans decided to create a super-premium vodka for sale in
the U.S. market in 2006, they launched a global search for the best that vodka has to offer.
The road led them to the Dutch countryside and a meeting with master distiller, Rene
Vriends. What the YES Vodka team and Vriends mapped out was the idea of creating a
vodka from wheat with a taste so pure and refined that it would stand out in a crowded vodka field
and be appealing taken straight as a traditional martini, served on-the-rocks
or mixed into specialty drinks.
Some vodkas use inexpensive filtration methods that can give the finished product an
unwanted taste and odor. YES Vodka uses four different filters as part of our unique process.
In addition to the filtration, YES Vodka’s proprietary process starts with a reverse osmosis water
filtration and a quadruple distillation process. YES Vodka’s patented formulation creates a
super-premium vodka with a clean and smooth finish with no burn down the throat. Most vodka’s
do not have this smooth finish. YES has a very supple and delicate taste followed by a mediumbodied mouth feel with just a slight touch of citrus and spice. On the rocks, straight up or as a mix,
vodka is that most American of beverages: eminently flexible (it mixes with anything) and so light,
pure and clean that vodka enhances whatever it is mixed with.
As three men started with a mission to create a vodka of extraordinary purity, Yes Vodka’s proprietary formula and process resulted in the creation of the purest and smoothest vodka the founders had
ever tasted.
VI.
MARKET SIZE
The Vodka market is growing dramatically.
According to statistics from the January 2011 report of the Distilled Spirits Council of the United
States, vodka clearly dominates the spirits landscape.
• Vodka consumption accounts for approximately 31% of all distilled spirits sold in the U.S.
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VI.
MARKET SIZE (CONTINUE)
• This represents overall growth in U.S. vodka case sales of 6.1% in 2010 to a total of 118 million
cases (of six packs) sold. The spirits industry reports sales in 9 Liter case volumes which represents
a 12 pack of 750 ML bottles. We converted the industry case sales data to six pack cases since that
is the case unit size that PSW and the rest of the industry actually sell.
• Vodka revenues in the U.S. totaled $4.8 billion in 2010.
• The 1st six months of 2011 have shown additional 2.6 % growth.
• The market for premium spirits has exploded in the last 20 years and is not showing any signs of
slowing down and vodka sales are continuing on an even faster pace even in a tough economy.
• Premium and super-premium vodka sales in the US grew by 26.6% in 2010.
• For YES Vodka to meet and exceed our financial projections, our case sales (assumed at 120,000
six pack cases sold a year by 2016) would only account for approximately one tenth of one percent
of the total U.S. vodka market. At that level of market share, PSW would generate a significant
profit and we believe a strong return for our shareholders. We believe we can achieve this level of
market share in the imported vodka category in the U.S.
The introduction of super premium spirit brands into the U.S. market is a continuing trend as affluent and younger consumers (21–38) are asking for specialty premium spirits by name. This ongoing
trend should escalate as advertising and marketing becomes more sophisticated in reaching and creating the desire for the best product in younger consumers with more available and discretionary
funds. We believe this age group is the right demographic target for YES vodka to pursue. Even
Bacardi and Brown-Forman, potential strategic partners for YES Vodka, have already shown interest in YES Vodka as a young and hip brand with a strong social media presence.
We believe the unique smoothness and character of YES vodka will also appeal strongly to the female consumer who traditionally likes the elegance of clear spirits and will enjoy the smoothness of
YES vodka. Many female and younger consumers, not wanting to drink the brown spirits of their
parent’s generation, have been drawn to the clean taste and visual appeal of upscale vodkas and
rums. It is estimated that over 80 million people are in our target age demographic of 21-38 in the
U.S. and that 80% of these people are Facebook users every day.
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VII.
SOCIAL MEDIA, MARKETING AND PROMOTIONS
One of the three key pillars to our success has been our ability to develop and execute an effective
marketing and promotional campaign for YES vodka without the massive budgets of many other
spirits companies and brands. The effective use of social media tools and other technology will be
the foundation of our overall promotion and brand building strategy.
PSW utilizes Laughlin Constable (”LC”), a national branding and marketing firm with locations in
Milwaukee, Chicago and New York. As a key partner and a leading social media firms in the U.S.,
LC is also a large angel investor in PSW. LC (www.laughlin.com) has a real and significant stake
in the successful outcome of helping us to most effectively brand and market YES Vodka.
We are heavily invested in social media as a way to build awareness and buzz for YES Vodka and
to communicate regularly with our various critical audiences. We currently have 20,059 Facebook
fans with the goal of hitting over 45,000 Facebook fans by the summer of 2012. Today, YES Vodka
has more Facebook fans than some other well known vodka brands including Effen, Chopin, Stolichnaya, Tito’s and Van Gogh. These other brands have over a decade head start on YES Vodka,
yet our focus on these new digital and social media tools is allowing us to build a significant community as we build distribution.
• PSW’s Facebook advertising rewarded a prize of a trip for four to Las Vegas – this contest included YES Vodka ads being posted on over 100 million Facebook pages.
• Our goal is to be “Liked” by over 500,000 Facebook Fans by 2016.
• We participated in over 100 promotional events in 2010 and have plans to be involved in more
taste testing’s in 2011. These events are also supported by and promoted via our social media campaigns and outlets (such as Facebook, YES website, emails, Twitter and Four Square).
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VII.
SOCIAL MEDIA, MARKETING AND PROMOTIONS (CONTINUE)
Innovative Technology
A few innovative technology developments include
the YES Shaker “app” for I-Phone users. We were
the first vodka company to offer an App. This app is
available for free in the Apple App Store and with
each shake of the I-Phone - a new YES vodka drink
recipe appears after the sound of the martini shaker
stops. We also have a YES product locator which is
available on our website to help folks find establishments that currently sell YES vodka. It is updated weekly as we are rapidly expanding our product
locations and availability.
Marketing Achievements to Date
• 90 million Facebook page impressions
• 35 different Facebook advertisements
• Interactive website, Facebook, Twitter and Foursquare platforms
• 20,000 Facebook Fans in just over three months; we surpassed the
following spirit brands in Facebook fans:
• Stolichnaya - 1,910 Facebook Fans
• Chopin - 6,854 Facebook Fans
• Effen - 15,669 Facebook Fans
• 42 Below Vodka - 8,444 Fans
• Tito’s - 12,683 Facebook Fans
• 7,000 email addresses - PSW email campaign reaches over 7,000 people bi-monthly.
• Launched 1st ads in the California market late February
focused growth strategy built around sports arena and event marketing. Our arena contracts provide
a profitable stream of business and they help to create awareness of our new brand.
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Marketing Achievements to Date
No new brand has been able to contract with pro sports arenas this early in their life cycle. We have
three contracts signed and a few others in development. A few examples of our early arena successes are as follows:
wn Forman. We already have well established relationships at very high levels in four of the largest
spirits companies in the world via our outstanding Board of Directors.
YES is now carried in approximately 2,800 account locations in seven states (some of which are
still brand new distribution states for us) and we are pleased to have added 1,100 accounts during
the first six months of 2011 in California alone.
XI.
MANAGEMENT TIME
Larry Wojciak – President & CEO
From 1994 through 2008, Wojciak served as a key operating executive and Board member for In
GEAR Corporation, which was founded by Wojciak and two others. Wojciak and his partners built
In GEAR as wholesale to retail organization servicing all major retailers in the U.S. and abroad.
XII.
FINANCIAL SUMMARY
STATEMENT OF INCOME AND EXPENSES
2011
(11 Months)
INCOME
SALES/750 ML(Stores)
SALES/1,75 L(Arena)
SALES/BAR& RESTAURANTS
SALES/MAIL IN REBATES
TOTAL GROSS SALES
AMOUNT
TOTAL
$ 138,278.00
_200,680.00
246,568.00
<
215.00>
$__585,531.00
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XII.
FINANCIAL SUMMARY (CONTINUED)
COST OF SALES
PURCHASES/750 ML
PURCHASES/1,75 L
PURCHASES/BAR&RESTAURANTS
PURCHASES/OTHER
$ 120,080.00
76,433.00
127,951.00
<
8,377.00>
LESS COST OF SALES
<__316,087.00>
TOTAL GROSS PROFIT
$__269,444.00
LESS OPERATING EXPENSES
PROFIT BEFORE OWNER'S
COMPENSATION (CASH FLOW)
<1,009,275.00>
$<
739,831.00>
<
605,588.00>
LESS DISCRETIONARY EXPENSES
NET INCOME AS SHOWING ON
P & L STATEMENT
$<1,373,866.00>
OPERATING EXPENSES
2011
(11 Months)
ACCOUNTING
ADVERTISING
AUDIT&TAX FEES
AUTO/EXP.(car allow)
AUTO/EXP.(gas)
BANK/CHARGES
BASE RENT, R.E. TAXES & C.A.M.
BROKER EXPENSE
DUES & SUBSCRIPTIONS
EMPLOYEE BENEFIT PROGRAMS
FREIGHT
INCOME TAX EXPENSE
INSURANCE/GENERAL
IT/SOFTWARE
$__28,865.00
1,025.00
9,507.00
37,275.00
15,480.00
1,090.00
28,704.00
94,990.00
110.00
35,140.00
7,896.00
2,947.00
10,777.00
1,427.00
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XII.
FINANCIAL SUMMARY (CONTINUED)
IT/SUPPORT SERVICE
MARKETING/ARENA CANTRECTS
MARKETING/DIST & BROKER INCENTIV
MARKING/EMAIL COMPAING
MARKETING/EVENTS
MARKETING/GUERILLA
MARKETING/LAUGLIN
MARKETING/LAUGLIN OFFSET
MARKETING/OF PREMISE MATERILS
MARKETING/ON PREMISE MATERILS
MARKETING/PLANT&DEVELOPMENT
MARKETING/RETAIL PROMO
MARKETING/SAMPLES
MARKETING/SPONSORS
MARKETING/TECHNOLOG
MARKETING/WEARABLES & GIVEAWAYS
MARKETING/YES ARMY
MEALS & ENTERTAIMENT
MHW/WAREHOUSE FEES
LEGAL OR PROFESSIONAL
LICENSES & FEES
OFFICE EXPENSES & SUPPLIES
OTHER EXPENSE
PAYROLL PROCESSING FEES
POSTAGE
PRODUCT DEVLLOPMENT
PROFESSIONAL FEES
SALARIES/WAGES
SUPPLIES FEES
TAX/PAYROLL
TELEPHONE
TELEPHONE CELL
TRAVEL EXPENSE
UTILITIES EXPENSE
TOTAL OPERATING EXPENSES
1,406.00
50,229.00
89,801.00
10,401.00
35,668.00
33,207.00
9,425.00
<
3,770.00>
3,004.00
10,982.00
10,486.00
27,103.00
8,369.00
17,822.00
1,665.00
22,493.00
100.00
47,940.00
41,154.00
15,270.00
90.00
1,649.00
5,796.00
2,699.00
8,774.00
4,199.00
200.00
151,119.00
6,780.00
12,754.00
6,492.00
12,059.00
87,202.00
1,474.22
$1,009,275.00
NOTE: ALL OF THE ABOVE FIGURES ON THE OPERATING EXPENSES ARE BEFORE OWNERS NOTES, DRAWS,
SALARY, DEPRECIATION, AUTO EXPENSE, INSURANCE AND ALL OTHER DISCRETIONARY EXPENSES.
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XII.
FINANCIAL SUMMARY (CONTINUED)
DISCRETIONARY EXPENSES & START-UP
2011
(11 Months)
ADVISORY FEE
DEPRECIATION/
OFFICE FURNITURE & EQUIPMENT
INTEREST
LEGAL&PROFESSIONAL(START-UP)
MARKETING/EVENTS(START-UP)
MARKETING/FACEBOOK(START-UP)
MARKETING/MODEL COST(START-UP)
MARLETING SPONSORS(START-UP)
MARKETING/WEBSITE(START-UP)
SALARIES/OFFICERS
TAX/PAYROLL OFFICERS
TRAVEL & LIVING EXP.
TOTAL OWNER'S
DISCRETIONARY EXPENSES & START-UP
XIII.
$ 18,750.00
766.00
8,594.00
42,000.00
16,000.00
17,432.00
25,568.00
10,000.00
148,956.00
280,000.00
20,000.00
17,522.00
$605,588.00
SHOWING OF THE BUSINESS
At the owner’s request, to maintain confidentiality and to avoid
disruption of the Company, all discussions concerning this Confidential Business Profile or questions about the Company should be
channeled through Venture Business Brokers, Ltd., and there should
be no direct contact with the Company or its personnel.
XV.
BROKERS DISCLOSURE & QUALIFICATIONS OF PURCHASER(S)
To better qualify our Buyers, at the time an Offer to Purchase
is submitted on this business, the offer must be accompanied
by a personal financial statement. If there is more then one
Purchaser, then we will request that they provide us with personal financial statements on all parties involved.
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