Executive Summary
Poolicious, a corporation 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 20 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 $160,000 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 | $620,000 | $880,000 | $1,180,000 |
| Gross margin | 42% | 42% | 42% |
| Net profit / (loss) | $75,000 | $122,800 | $181,700 |
Company Overview
Poolicious is a pool construction business in San Antonio, TX, the brainchild of Peter Gallagher and Deborah Frank. Poolicioius 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 tools. 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 company 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 $620,000, and build a loyal client base
- Year 2: Expand service capacity, grow revenue to $880,000, and hire additional staff
- Year 3: Achieve operational profitability, strengthen market position, and evaluate expansion opportunities
Market & Customer Analysis
The global swimming pool construction market was valued at US$8.1 billion in 2022. The market was expected to grow by $460 million in 2023. The ten-year CAGR is 4.1%, with an expected market size of US$12.4 billion at the end of the forecast period. 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 grow at a 3.8% CAGR from 2023 to 2031. 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 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 | Lower service quality, limited expertise |
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 at least $600,000 in sales revenue per year. That translates to at least ten 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: $23,000-$40,000
- In-ground commercial: $40,000-$60,000
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 company 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: $43,400 (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 ensire 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 searchers 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 five 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
Year 1 Year 2 Year 3 Sales $600,000 $600,000 $600,000 Direct Cost of Sales $180,000 $180,000 $180,000 Production Payroll $0 $0 $0 Other $0 $0 $0 Total Cost of Sales $180,000 $180,000 $180,000 Gross Margin $420,000 $420,000 $420,000 Gross Margin % 70% 70% 70% Operating Expenses
Sales and Marketing Expenses
Sales and Marketing Payroll $0 $0 $0 Advertising/Promotion $20,000 $20,000 $16,000 Travel $0 $0 $0 Miscellaneous $500 $500 $500 Total Sales and Marketing Expenses $20,500 $20,500 $16,500 General and Administrative Expenses
General and Administrative Payroll $60,000 $60,000 $60,000 Sales and Marketing and Other Expenses $0 $0 $0 Depreciation $2,000 $2,000 $2,000 Dues and Subscriptions $1,000 $1,000 $1,000 Professional Fees $300 $300 $300 Rent $5,000 $5,000 $5,000 Software Purchases $500 $0 $0 Insurance $2,000 $2,000 $2,000 Telephone and Internet Access $2,000 $2,000 $2,000 Utilities $400 $400 $400 Miscellaneous $0 $0 $0 Payroll Taxes $6,000 $6,000 $6,000 Other General and Administrative Expenses $0 $0 $0 Total General and Administrative Expenses $79,200 $78,700 $78,700 Other Expenses:
Other Payroll $0 $0 $0 Consultants $0 $0 $0 Contract/Consultants $0 $0 $0 Total Other Expenses $0 $0 $0 Total Operating Expenses $99,700 $99,200 $95,200 Profit Before Interest and Taxes $320,300 $320,800 $324,800 EBITDA $322,300 $322,800 $326,800 Interest Expense $0 $0 $0 Taxes Incurred $9,000 $9,000 $8,500 Net Profit $313,300 $313,800 $318,300 Net Profit/Sales 52,2% 52,3% 53,1%
Projected Cash Flow Statement Cash Received Year 1 Year 2 Year 3 Cash from Operations
Cash Sales $600,000 $600,000 $600,000 Cash from Receivables $0 $0 $0 Subtotal Cash from Operations $600,000 $600,000 $600,000 Additional Cash Received
Sales Tax, VAT, HST/GST Received $0 $0 $0 New Current Borrowing $0 $0 $0 New Other Liabilities (interest-free) $0 $0 $0 New Long-term Liabilities $0 $0 $0 Sales of Other Current Assets $0 $0 $0 Sales of Long-term Assets $0 $0 $0 New Investment Received $0 $0 $0 Subtotal Cash Received $600,000 $600,000 $600,000 Expenditures
Expenditures from Operations
Subtotal Spent on Operations $99,700 $99,200 $95,200 Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $9,000 $9,000 $8,500 Principal Repayment of Current Borrowing $0 $0 $0 Other Liabilities Principal Repayment $0 $0 $0 Long-term Liabilities Principal Repayment $0 $0 $0 Purchase Other Current Assets $0 $0 $0 Purchase Long-term Assets $0 $0 $0 Dividends $0 $0 $0 Subtotal Cash Spent $107,800 $108,200 $103,700 Net Cash Flow $491,300 $491,800 $496,300 Cash Balance $491,300 $983,100 $1,479,400 Projected Balance Sheet Assets Year 1 Year 2 Year 3 Current Assets
Cash $491,300 $983,100 $1,479,400 Accounts Receivable $0 $0 $0 Other Current Assets $0 $0 $0 Total Current Assets $491,300 $983,100 $1,479,400 Long-term Assets $10,000 $8,000 $6,000 Accumulated Depreciation $2,000 $2,000 $2,000 Total Long-term Assets $8,000 $6,000 $4,000 Total Assets $499,300 $989,100 $1,483,400 Liabilities and Capital
Current Liabilities
Accounts Payable $30,000 $30,000 $30,000 Current Borrowing $0 $0 $0 Other Current Liabilities $0 $0 $0 Subtotal Current Liabilities $30,000 $30,000 $300,000 Long-term Liabilities $0 $0 $0 Total Liabilities $30,000 $30,000 $30,000 Paid-in Capital $60,000 $60,000 $0 Retained Earnings $313,300 $313,800 $318,300 Earnings $313,300 $313,800 $318,300 Total Capital $373,300 $373,800 $318,300 Total Liabilities and Capital $403,300 $403,800 $348,300 Net Worth $469,300 $959,100 $1,453,400
Wrapping up the Swimming Pool Construction Business Plan Now that we’ve reached the end, it’s time for your part of the work! Our pool construction business plan touched on everything you need to know about writing a business plan. We hope that you have a better understanding of how to write one now. Remember, it’s the unique details that make a business plan yours.
3-year profit & loss projection:
| Year 1 | Year 2 | Year 3 | |
|---|---|---|---|
| Revenue | $620,000 | $880,000 | $1,180,000 |
| Materials and subcontractor / direct labour | $359,600 | $510,400 | $684,400 |
| Gross profit | $260,400 | $369,600 | $495,600 |
| Gross margin | 42% | 42% | 42% |
| Salaries and wages | $86,800 | $123,200 | $165,200 |
| Marketing and advertising | $43,400 | $61,600 | $82,600 |
| Rent and utilities | $18,000 | $18,000 | $18,900 |
| Other operating costs | $37,200 | $44,000 | $47,200 |
| Total operating expenses | $185,400 | $246,800 | $313,900 |
| Net profit / (loss) | $75,000 | $122,800 | $181,700 |
Break-even analysis:
- Estimated fixed monthly costs: $11,800
- To cover fixed costs, Poolicious needs to generate approximately $28,100 in monthly revenue
- Break-even is projected to be reached in Month 5 of trading
Key financial assumptions:
- Revenue growth of 41% in Year 2 and 34% in Year 3 based on planned capacity expansion and marketing investment
- Materials and subcontractor / direct labour estimated at 58% of revenue throughout the forecast period, consistent with industry benchmarks
- Staffing costs set at 14% of revenue, scaling incrementally with new hires in Year 2 and Year 3
- Marketing budget fixed at 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 $160,000 to fund the following:
| Use of funds | Amount |
|---|---|
| Equipment and fit-out | $64,000 |
| Working capital (6 months) | $56,000 |
| Marketing launch | $24,000 |
| Legal, licences, and professional fees | $16,000 |
| Total | $160,000 |