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Executive Summary
Poolicious, an LLC owned by Peter Gallagher and Deborah Frank in San Antonio, is a pool construction company with a modern vision and traditional quality-driven principles.
Poolicious was founded to bridge the gap between our target market’s needs and what is currently offered. Little regulation exists in the pool construction industry, resulting in many subpar businesses. Our founders have been in pool construction for 15 combined years and have transferred from California to make their dreams a reality in San Antonio.
We will provide San Antonio and surrounding areas with three major pool construction services. Our offering includes above-ground pools, as well as residential and commercial in-ground pools.
Poolicious is seeking $205,000 in start-up or growth capital to fund operations, marketing, and staffing in the first 12 months.
Financial highlights:
| Metric | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Revenue | $587,340 | $812,650 | $1,046,290 |
| Gross margin | 36% | 38% | 39% |
| Net profit / (loss) | ($51,385) | $8,803 | $67,554 |
Company Overview
Poolicious is a pool construction business in San Antonio, TX, the brainchild of Peter Gallagher and Deborah Frank. Poolicious is registered as an LLC. Peter has worked in the pool construction industry for ten years, starting on a dig crew and building his knowledge as he built countless pools. Deborah has been a pool maintenance technician for five years. Their melded knowledge is an advantage for Poolicious. Finding reputable pool construction service providers is difficult. Most people who claim to be professionals do not have experience and are not worth their salt. Our experience already sets us apart. We are a small business and will not have many permanent staff for the first year or two of operations. We will hire contracted builders for manpower and strategize all our projects ourselves. Poolicious’ mission is to bring back honest work in the pool industry. When people spend money with us, it should be well spent. We’re going to innovate the space.
Legal structure: LLC
Mission: To deliver exceptional swimming pool construction services to clients in San Antonio, Texas, USA, building long-term relationships through quality, reliability, and deep expertise.
Objectives:
- Year 1: Establish operations, reach initial revenue target of $587,340, and build a loyal client base
- Year 2: Expand service capacity, grow revenue to $812,650, and hire additional staff
- Year 3: Grow profitability, strengthen market position, and evaluate expansion opportunities
Market & Customer Analysis
The global swimming pool construction market is substantial and expected to grow steadily over the next decade. The swimming pool construction market includes both residential and commercial clients. The market is segmented by material and construction type. Pools are built with concrete, fiberglass, and steel frames. Concrete is the most commonly used material and holds the largest market share. Concrete pool construction is predicted to keep growing over the coming years. Fiberglass is a relatively new material used in constructing pools, but its advantages will result in overtaking concrete in a few years. Pools constructed from fiberglass are cheaper and require less maintenance than concrete pools. There is also more creative freedom with the shapes of pools. The cost difference, along with the shorter construction time for fiberglass pools, will be the biggest driving factor in its increase in popularity. K Pools is currently the most popular pool construction business in San Antonio. They are leaders in design and word of mouth. However, our analysis has shown that, like with most pool construction companies, the quality of materials used is lacking. Clients complain about maintenance issues as soon as six months after installation. Poolicious will use their contacts in the industry to secure high quality materials at a low price, and their years of expertise to ensure that build quality is of a high standard. This combination will break into our competitors market share because it addresses a repeat issue that is becoming more vocalised by clients.
Customer analysis:
The end-users of the pool construction industry include residential and commercial clients. The commercial sector is more varied than the residential. We will have a combined focus on residential and commercial clients, so it is worth analyzing both. Residential clients consist of homeowners who wish to install a pool, or repair or maintain their existing pool. Houses with pools in San Antonio typically sell for anywhere between $100,000 and $4 million, with an average of around $2 million. We can then assume that people who wish to add pools or maintain them fall within the income class that can afford homes in this price range. Commercial clients comprise public spaces, hotels, academic institutions, athletic centers, gymnasiums, resorts, and water parks. These clients usually have big projects, but more infrequently. The segment is experiencing some growth due to the rise of wellness and government incentives for health programs. Most work from this segment comes from maintenance, but new developments are more lucrative even though they happen infrequently. Peter and Deborah believe that “a pool is a pool,” so we will serve anyone who wishes to have a pool installed. Their broad expertise covers conventional and specialized pools.
Competitor analysis:
| Competitor | Strengths | Weaknesses |
|---|---|---|
| Cody Pools | Established brand, wide reach | Higher price point, less personalised |
| Presidential Pools | Strong marketing, national presence | Generic offering, less specialist focus |
| Anthony & Sylvan Pools | Competitive pricing | Standardised, less tailored service |
Poolicious's competitive edge: Specialist expertise, personalised service, and a clear focus on the underserved segment of the market set us apart from the established players listed above.
SWOT analysis:
| Positive | Negative | |
|---|---|---|
| Internal | Strengths: Specialist expertise; experienced founder; strong client relationships; differentiated positioning | Weaknesses: Limited brand recognition as a new entrant; single location; reliance on founder capacity in early years |
| External | Opportunities: Growing market demand; underserved niche segments; digital marketing reach; referral network growth | Threats: Established competitors with greater resources; economic downturn reducing discretionary spend; regulatory changes |
Sales & Marketing Plan
Poolicious is a swimming pool construction company. We sell the service of building pools. The nature of our business is project-based, so it is important that we plan our sales well. In order to maintain our operations and turn a profit, we need to rake in about $712,800 in sales revenue per year. That translates to roughly 12 to 14 in-ground projects per year. Both commercial and residential projects take between 8 and 12 weeks to complete, but our average is 10 weeks. Our target market consists of residential and commercial clients, but we project that we will complete more residential than commercial projects. This is simply because more residences than businesses in San Antonio require pools. We keep an eye on government tenders and submit proposals for relevant projects. These account for at least two of our projects each year. We build above-ground pools and in-ground pools of various sizes. Our pricing structure is as follows:
- Above-ground: $1,500-$15,000
- In-ground residential: $45,000-$85,000
- In-ground commercial: $90,000-$250,000
Pricing strategy: Pricing is set to be competitive within the San Antonio, Texas, USA market while reflecting the quality and specialist nature of the services delivered. All pricing is reviewed annually against market benchmarks.
Marketing channels:
- Digital presence (website + SEO) — professional website with content marketing to attract organic search traffic from clients searching for swimming pool construction services in San Antonio, Texas, USA
- Social media — active presence on relevant platforms to build brand awareness and engage prospective clients
- Referral programme — incentivised referral programme for existing clients; target 30% of new clients via referral by end of Year 2
- Local networking and partnerships — attendance at industry events and partnerships with complementary businesses in San Antonio, Texas, USA
- Google Ads — targeted paid search campaigns for high-intent keywords during launch phase
Marketing budget Year 1: $40,700 (7% of projected revenue)
Additional marketing notes:
We have a diverse target market and that is represented in our marketing plan. But first, who is Poolicious? Poolicious is as fabulous as its name sounds. We prioritize building quality pools that are aesthetically pleasing. Our tone is playful and urban, yet professional. Our different marketing platforms will lean more into the preferences of their intended target market, but will all maintain this image. Our website will be our primary marketing tool. The website will have a gallery for viewers to see our past work, and will be easy to navigate. Contact information and calls to action will be placed strategically to ensure that they are easy for interested parties to access. The website forms part of our Google Ad Services strategy. Google Ad Services places your website at the top of relevant searches in your area. Ranking first increases credibility and the chances that people will choose your business over others. People also just tend to click on the first thing they see, so ranking first is an easy way to get customers. Our final online marketing strategy will be pay-per-click advertising.
Operating Plan
Personnel Department Task Deadline Deborah Frank Sales Determine sales revenue requirements for this fiscal year. 20 November Clay Banks Quality Assurance Verify that all materials are up to official quality grade standards. Upon receipt of each batch of materials. Yara Daniels Marketing Develop a marketing plan and submit a budget. 20 November Julia Mousse Finance Submit financing applications. November 1st Clark Kensington Human Resources Recruit contract laborers. Ongoing. Peter Gallagher Operations Manage projects. Ongoing.
Staffing plan:
| Role | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Peter Gallagher (Owner / Director) | Full-time | Full-time | Full-time |
| Operations / Senior Staff | Part-time | Full-time | Full-time |
| Support / Junior Staff | — | Part-time | Full-time |
Legal & compliance:
- All required licences and permits for swimming pool construction company operations in San Antonio, Texas, USA
- Professional liability and general liability insurance
- Data protection compliance in accordance with applicable laws
- Health & safety policies and risk assessments in place before trading begins
Management Team
Poolicious has an internal management team of three members and advisory input from two people. Internal Management Team Owner Peter Gallagher. Peter has 10 years of experience in pool construction. He started on a dig crew for Cali Pools and worked his way up to being a strategic manager there. Peter is responsible for overseeing the labor performed by Poolicious, managing client relationships, and developing business strategies. Deborah Frank. Deborah also worked for Cali Pools as a maintenance technician. She is professionally certified and has 5+ years of experience. CFO Julia Mousse. Julia is an accountant with a master's degree in accounting. She has worked in the construction industry for 17 years.
Peter Gallagher — Founder & Director
Advisory support: The business will engage an experienced accountant and a business mentor through the local enterprise support network to provide financial oversight and strategic guidance during the first three years of trading.
Financial Plan
Projected Profit or Loss Statement (in USD):
| Year 1 | Year 2 | Year 3 | |
|---|---|---|---|
| Sales | $587,340 | $812,650 | $1,046,290 |
| Direct Cost of Sales | $323,700 | $396,140 | $498,940 |
| Production Payroll | $28,600 | $76,000 | $99,000 |
| Other Cost of Sales | $23,600 | $31,700 | $40,300 |
| Total Cost of Sales | $375,900 | $503,840 | $638,240 |
| Gross Margin | $211,440 | $308,810 | $408,050 |
| Gross Margin % | 36.0% | 38.0% | 39.0% |
| Operating Expenses | |||
| Sales and Marketing Expenses | |||
| Sales and Marketing Payroll | $42,000 | $44,100 | $46,300 |
| Advertising/Promotion | $34,800 | $46,300 | $57,900 |
| Travel | $6,200 | $7,400 | $8,600 |
| Other Sales and Marketing Expenses | $5,900 | $7,100 | $8,300 |
| Total Sales and Marketing Expenses | $88,900 | $104,900 | $121,100 |
| General and Administrative Expenses | |||
| General and Administrative Payroll | $54,000 | $56,700 | $59,500 |
| Depreciation | $13,700 | $18,060 | $24,980 |
| Dues and Subscriptions | $2,400 | $2,600 | $2,800 |
| Professional Fees | $14,600 | $12,800 | $13,700 |
| Rent | $25,800 | $26,600 | $27,400 |
| Software Purchases | $4,300 | $4,800 | $5,300 |
| Insurance | $21,400 | $23,900 | $26,800 |
| Telephone and Internet Access | $2,900 | $3,100 | $3,400 |
| Utilities | $3,100 | $3,400 | $3,700 |
| Miscellaneous | $4,800 | $5,300 | $5,900 |
| Payroll Taxes | $11,214 | $15,912 | $18,432 |
| Total General and Administrative Expenses | $158,214 | $173,172 | $191,912 |
| Other Expenses | |||
| Consultants | $9,600 | $10,800 | $12,000 |
| Total Other Expenses | $9,600 | $10,800 | $12,000 |
| Total Operating Expenses | $256,714 | $288,872 | $325,012 |
| Profit Before Interest and Taxes | ($45,274) | $19,938 | $83,038 |
| EBITDA | ($31,574) | $37,998 | $108,018 |
| Interest Expense | $6,111 | $11,135 | $8,846 |
| Taxes Incurred | $0 | $0 | $6,638 |
| Net Profit | ($51,385) | $8,803 | $67,554 |
| Net Profit/Sales | (8.7%) | 1.1% | 6.5% |
Projected Cash Flow Statement (in USD):
| Year 1 | Year 2 | Year 3 | |
|---|---|---|---|
| Cash Received | |||
| Cash from Operations | |||
| Cash Sales | $205,569 | $284,428 | $366,202 |
| Cash from Receivables | $346,531 | $514,703 | $666,070 |
| Subtotal Cash from Operations | $552,100 | $799,131 | $1,032,272 |
| Additional Cash Received | |||
| New Long-term Liabilities | $130,000 | $0 | $0 |
| New Investment Received | $75,000 | $0 | $0 |
| Subtotal Cash Received | $757,100 | $799,131 | $1,032,272 |
| Expenditures | |||
| Expenditures from Operations | |||
| Cash Spending | $135,814 | $192,712 | $223,232 |
| Bill Payments | $455,394 | $586,156 | $721,207 |
| Subtotal Spent on Operations | $591,208 | $778,868 | $944,439 |
| Additional Cash Spent | |||
| Long-term Liabilities Principal Repayment | $13,600 | $20,700 | $22,900 |
| Purchase Long-term Assets | $68,500 | $21,800 | $34,600 |
| Subtotal Cash Spent | $673,308 | $821,368 | $1,001,939 |
| Net Cash Flow | $83,792 | ($22,237) | $30,333 |
| Cash Balance | $83,792 | $61,555 | $91,888 |
Projected Balance Sheet (in USD):
| Year 1 | Year 2 | Year 3 | |
|---|---|---|---|
| Assets | |||
| Current Assets | |||
| Cash | $83,792 | $61,555 | $91,888 |
| Accounts Receivable | $35,240 | $48,759 | $62,777 |
| Total Current Assets | $119,032 | $110,314 | $154,665 |
| Long-term Assets | |||
| Long-term Assets | $68,500 | $90,300 | $124,900 |
| Accumulated Depreciation | ($13,700) | ($31,760) | ($56,740) |
| Total Long-term Assets | $54,800 | $58,540 | $68,160 |
| Total Assets | $173,832 | $168,854 | $222,825 |
| Liabilities and Capital | |||
| Current Liabilities | |||
| Accounts Payable | $33,817 | $40,736 | $50,053 |
| Subtotal Current Liabilities | $33,817 | $40,736 | $50,053 |
| Long-term Liabilities | $116,400 | $95,700 | $72,800 |
| Total Liabilities | $150,217 | $136,436 | $122,853 |
| Paid-in Capital | $75,000 | $75,000 | $75,000 |
| Retained Earnings | $0 | ($51,385) | ($42,582) |
| Earnings | ($51,385) | $8,803 | $67,554 |
| Total Capital | $23,615 | $32,418 | $99,972 |
| Total Liabilities and Capital | $173,832 | $168,854 | $222,825 |
| Net Worth | $23,615 | $32,418 | $99,972 |
3-year profit & loss projection:
| Year 1 | Year 2 | Year 3 | |
|---|---|---|---|
| Revenue | $587,340 | $812,650 | $1,046,290 |
| Materials and subcontractor / direct labour | $375,900 | $503,840 | $638,240 |
| Gross profit | $211,440 | $308,810 | $408,050 |
| Gross margin | 36% | 38% | 39% |
| Salaries and wages | $107,214 | $116,712 | $124,232 |
| Marketing, advertising and sales travel | $46,900 | $60,800 | $74,800 |
| Rent and utilities | $28,900 | $30,000 | $31,100 |
| Other operating costs, depreciation, interest and tax | $79,811 | $92,495 | $110,364 |
| Total operating expenses, interest and tax | $262,825 | $300,007 | $340,496 |
| Net profit / (loss) | ($51,385) | $8,803 | $67,554 |
Break-even analysis:
- Estimated fixed monthly costs: $21,400
- To cover fixed costs, Poolicious needs to generate approximately $59,400 in monthly revenue
- Break-even is projected to be reached in Year 2 of trading
Key financial assumptions:
- Revenue growth of 38% in Year 2 and 29% in Year 3 based on planned capacity expansion and marketing investment
- Materials and subcontractor / direct labour estimated at 64% of revenue in Year 1, falling to 61% by Year 3
- Staffing costs, including site payroll, set at 21-24% of revenue, scaling incrementally with new hires in Year 2 and Year 3
- Marketing budget set at 6-7% of revenue; reviewed quarterly and adjusted based on channel performance
- No bad debt assumed; payment terms enforced from day one
Funding requirements:
Poolicious is seeking $205,000 ($75,000 owner equity and a $130,000 term loan) to fund the following:
| Use of funds | Amount |
|---|---|
| Equipment and fit-out | $68,500 |
| Working capital (6 months) | $92,500 |
| Marketing launch | $24,000 |
| Legal, licences, and professional fees | $20,000 |
| Total | $205,000 |
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