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The Junkyard Dog’s mission is to provide an affordable service with the customer always being our number one priority for timely service. The
Junkyard Dog wants the customer to be able to get rid of their unwanted junk at a price that doesn’t burn a hole in the wallet along with most efficient, courteous and punctual customer service provided. The Junkyard Dog is dedicated to making Massachusetts better, one piece of junk at a time!
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My service is a junk removal service. My business will have a few unique features that will make my business stand out from the rest. Since my target market is located in the North Shore area of Massachusetts and the dumps are located in the same location, I will save on gas that will reduce my cost passed on to the customer. Also, we guarantee a 24-hour turnaround time. If you call and want the job taken care of that afternoon, we’ll make every effort to do it that afternoon, but we guarantee it will be done by the next day.
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Service Business
The Junkyard Dog is a service company that removes unwanted junk from people’s homes for a reasonable price. People always have tons of junk lying around that they want to get rid of, but they don’t want to pay the expensive prices to get it hauled away.
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Sole Proprietorship
A sole proprietorship made the most sense for me. I wanted to be my own boss and have independence.
Having my own business would allow me to run the business the way I wanted to run it, without someone else having a say.
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 I have taken Business Management and Entrepreneurship, which have given me a basic understanding of what it takes to start and run a business.
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I’m not afraid to get my hands dirty, and that’s a must with this business.
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Both of my uncles own a plumbing business, and I’ve worked with each of them for a couple of weeks over the past few summers. I’ve gotten first-hand information on how to run a business. I’ve seen what it takes, and I now know what I need to do to make my business successful.
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Industry Name
Industry Size
Junk Removal Service (SIC Code: 4212)
3,660 in Massachusetts
Total Population The business location is in Malden,
Massachusetts, but it would serve clients in the North Shore area which includes
Lynn, Revere, Malden, Saugus,
Peabody, Beverly, Danvers, and Salem.
Target Market Adults, both male and female, ages 25-85+, with an average income of greater than $45,000.
Potential Market
Size
Based on a survey of 10 individuals from the target market, I believe that my potential target market size is 70% of the target market.
•
90% have junk that they want to get rid of.
• 70% said they don’t want to pay the expensive prices to get rid of the junk.
• 70% said that they would try my business if I started it.
Total Population
450,720
Target Market
322,288
Potential
Market Size
225,602
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 Demographics
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Adults, both male and female, ages 25-
85+, with an average income of greater than $45,000.
My target market is your average everyday adults, from the age of 25 to over 85. During this age period, people have left college and are now out on their own in the world. Since they are now living on their own, they are most likely starting to accumulate junk that they don’t want.
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Geographics
My business would serve clients in the
North Shore area of Massachusetts
(Lynn, Revere, Malden, Saugus,
Peabody, Beverly, Danvers, and
Salem). My target market would ideally work and live in those cities.
 Psychographics
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My target market is just your average adult. They are the working middle class and don’t have a lot of extra money to spend. They have families, and they have acquired tons of junk over the years. Much of their free time is spent with other members of their family.
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Buying Patterns
My target market are not the type to go crazy with their purchases. They don’t have a lot of money, so they don’t spend money on stuff they don’t absolutely need. They are not cheap.
They just want to make wise decisions with their money. My customers are probably a one-time customer who will tell others about my business.
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Factors
The Junkyard
Dog
Tony’s Clean
Up Service
Tiger
Dumpsters
Price
Quality of
Product/Service
Location
Reputation/Brands
Unique Factors/
Knowledge
$300
Great
Malden, MA
New &
Growing low gas surcharge;
Same day service
$350
Excellent
Malden, MA
Dependable
& Efficient
Bobcat
Service;
Dumpster
Rental
$385
Good
Melrose, MA
Reliable & On
Time
Demolition
Work;
Storage
Containers
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Adults, both male and female, ages 25 to 85+, with an average income of greater than
$45,000.
Malden, Massachusetts •Online website
•Facebook
•Twitter
•Newspaper ads
People Product
Junk Removal company that removes unwanted junk from people’s houses for a reasonable price.
Place Price
• Prices vary based on the job
• Example: Average price to clean out garage = $300
Promotion
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Advertisements
Sunday Boston Globe, 4 weeks in Spring
Business cards ( Free on Vistaprint.com
) Sales Promotion
Publicity Press Release in the Malden Observer
Personal Selling
Networking with junkyards and Estate Attorneys
Other Youtube video showing the before and after of one of our jobs
Total Monthly Promotional Expense
$577/week
$0
$0
$0
$0
$2,308
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Material Description
Tank of gas for pick-up truck
Dumpsters
Materials
Cost/Total Quantity
$57.00
Cost per Unit
$57.00
1 dumpster =
$60/month
$60.00
Total Material Cost per Unit
$117.00
Labor
Labor Cost per Hour
$15.00
Time (in Hours) to
Make One Unit
2 Hours
Total Labor Cost per Unit
Labor Cost per Unit
$30.00
$30.00
COGS (per Unit) $147.00
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Description of One
Unit of Sale:
The clearing out of one room (attic, garage, etc.) and the removal of one full truckload of junk.
Selling Price (per Unit)
$300
$147 COGS (per Unit)
$0 Other Variable Expenses (per Unit)
Total Variable Expenses (per Unit)
Contribution Margin (per Unit)
$147
$153
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Fixed Expense
Insurance (on Truck)
Salaries of Employees (2 Employees)
Advertising (Boston Globe in Spring)
Interest
Depreciation (Truck)
Utilities (Gas & Cell phone)
Rent
Other Fixed Expenses
Total Average Monthly Fixed Expenses
Average Monthly Expense
$100
$768
$200
$0
$303
$420
$0
$0
$1791
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Total Hours in a Week = 168
0 10
School
40
Work
52
New Business
39
Free Time
37
20 30
Hours
40 50 60
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Total Units
Sold
188 Units
30
25
20
15
10
5
0
Ja nu ar y
Fe br ua ry
M ar ch
A pr il
M ay
Ju ne
Ju ly
A ug us t
Se pt em be r
O ct ob er
N ov em be r
D ec em be r
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$1791

11.71
$153
12
15

$300
188 units
E
F
G
H
I
A
B
C
D
Selling Price per Unit
Number of Units Sold
Total Sales
Variable Expenses
Contribution Margin
Fixed Operating Expenses
Pre-Tax Profit
Taxes @ 15%
Net Profit
0
$21,492.00
$5,236.20
$56,400.00
$56,400.00
$34,908.00
$29,671.80
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Item
2005 Ford Ranger
Start-Up Expenditures
Where Will I Buy This?
Given to me by Uncle
Work Boots
Storage Barrels
Safety Goggles
Shovels & other tools
(hammers, pipe cutters, pliers, etc.)
Sears
Given to me by Uncle
Lowe’s (3 X $9)
Home Depot & Lowe’s
(2 of each)
Total Start-Up Expenditures
Cash Reserves
Emergency Fund
Reserve for Fixed Expenses
$272.00
$2000.00
$1250.00
Cost
$0
$85
$0
$27
$160
Total Start-Up Investment $3,522.00
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ROS: Return on Sales
Formula:
For My Business:
AnnualNetProfit
X 100

ROS %
AnnualSales
$29, 671.80
$56, 400.00
X 100

52.6%
Formula:
ROI: Return on Investment
AnnualNetProfit
X 100

ROI %
For My Business: $29, 671.80
X 100 842%
$3,522.00
$0.53
$8.42
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Total Start-Up Investment
Source Amount
$3,600.00
Debt Equity
$2,000
Personal Savings
My Parents
Investor
Partner(s)
Totals
$1,600
$0
$0
$3,600
$0
$0
$0
$0
$0
$0
$0
$0
Gift
$1,600
$1,600
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
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The Junkyard Dog will devote themselves to being environmentally
friendly. All employees will be trained to recycle and beware of their obligation to protect the environment.
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My business will give back to the Dana Farber Cancer Institute.
When my mother was diagnosed with breast cancer, they did so much for my family and helped us get through a very difficult time.
I also want to sponsor a team in Malden West Little League. Playing sports is a way for some kids to get away from the troubles of the world and clear their heads, so I want to be able to help out some of the youth in my community.
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Business Personal
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Open/Start The Junkyard
Dog
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Complete first year as owner of The Junkyard Dog
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Graduate from Malden
High School, June 12, 2011
Attend UMass-Amherst,
Fall 2011
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Continue to run the business through college
After college, sell business to one of my younger brothers, who will expand the business
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Graduate from UMass-
Amherst after earning my
Bachelor’s and Master’s in
Sport Management
Use Sport Management degrees to work my way up ladder and become a GM of a pro sports team
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