Do you need a loan for your business? If YES, here is a detailed sample bank loan business plan template & proposal for a beverage distribution company.

Loan Proposal for Charlie & Tango Beverage Distribution Company®, LLC.

1. Industry Overview

Charlie & Tango Beverage Distribution Company®, LLC is seeking to:

(a) Convert existing short-term notes of $165,000 to a long-term note to be repaid at $3,000 per month (plus interest).

(b) Establish a credit line of $300,000 to finance expected seasonal fluctuations in inventory and accounts receivable.

  • Repayment

We have structured the business in such a way that repayment on long-term financing will come from continuing net profits that we will generate. So also, the repayment of the seasonal credit line will come from liquidation of inventory and receivables.

  • Corporate Data

Name: Charlie & Tango Beverage Distribution Company®, LLC

Address: 1310 – 23nd Avenue N.W.

Seattle, Washington 98128

Phone: (206) 478-2600

Date Established: January 3, 2005

Form of Organization: Washington Corporation

Incorporated by Irwin and Irene Dickson on March 1, 2005.

Charlie & Tango Distribution Company®, LLC is a family business that is owned by Irwin Dickson and his immediate family members. Irwin Dickson has a B.Sc. in Business Administration, with over 8 years of hands on experience in the retailing and distribution industry, working for some of the leading brands in the united states.

Although the business is launching out by focusing on Trenton – New Jersey, but there is a plan to expand our distribution network all across the state of New – Jersey.

2. Executive Summary

Charlie & Tango Beverage Distribution Company®, LLC is a Seattle-based corporation that distributes different types of beverages to retailers and distributors out of a North Seattle warehouse location. The average customer is a small or medium – sized retailer of beverages, and other related retailers including mom and pop shops and shopping malls.

Estimated sales for fiscal 2005 is $1,250,000. Advertising expense has been low since most advertising is at the retail-level, co-op by the manufacturer of the products we will be distributing.

The primary focus of the business is excellent service and quality product delivery — and the ability to keep beverages in stock. Most accounts are carried on a 2 percent 10/Net 30 basis; few customers take discounts. Third party distributors are generally carried on a Net 10 basis.

Distribution is from a central warehouse in North Seattle, which is connected to a small showroom and also contains the corporate offices. Lead-time on ordering for inventory is quite short and style changes generally occur once per year.

Our major supplier is Nestle. Nestle’s terms are 2% 10/Net 30. Almost all the suppliers offer discounts, some even larger than 2% 10/Net 30. During 2005 there was one major price increase of about 5 percent. Charlie & Tango Beverage Distribution Company®, LLC operates out of leased premises and holds a very favorable lease through 2007.

For a business such as ours, location is not critical, although our current location does provide excellent access for delivery trucks. This is a distribution business and, therefore, depends upon efficient routing and /or shipping. It is important to note that bad debts have recently taken an alarming upturn in our line of business.

3. Our Products and Services

  • Distribution of functional beverages and sports drinks
  • Distributions of carbonated soft drinks
  • Distribution of bottled water
  • Distributions of fruit juices and cocktails
  • Distribution of teas
  • Distribution of energy and sport drinks

4. Our Mission and Vision Statement

  • Our vision is to ensure that we not only meet but exceed the expectations of our clients no matter what those expectations are.
  • Our mission is to build a world best loan business company that will favorably compete with other loan business in the industry.

Our Business Structure

Below is our management and organization structure please note that this excludes unskilled laborers who we will engage from time to time;

  • Chief Executive Officer (Owner)
  • Warehouse Manager
  • Human Resources and Amin Manager
  • Merchandize Manager
  • Sales and Marketing Manager
  • Information Technologist
  • Accountants / Cashiers
  • Customer Services Executive
  • Drivers / Distributors

5. Job Roles and Responsibilities

Chief Executive Officer – CEO:

  • Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results
  • Creating, communicating, and implementing the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
  • Responsible for fixing prices and signing business deals
  • Responsible for providing direction for the business
  • Creating, communicating, and implementing the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
  • Responsible for signing checks and documents on behalf of the company
  • Evaluates the success of the organization
  • Reports to the board

Admin and HR Manager

  • Responsible for overseeing the smooth running of HR and administrative tasks for the organization
  • Maintains office supplies by checking stocks; placing and expediting orders; evaluating new products.
  • Ensures operation of equipment by completing preventive maintenance requirements; calling for repairs.
  • Defining job positions for recruitment and managing interviewing process
  • Carrying out staff induction for new team members
  • Responsible for training, evaluation and assessment of employees
  • Responsible for arranging travel, meetings and appointments
  • Oversee the smooth running of the daily office activities.

Warehouse Manager:

  • Responsible for organizing the safe and efficient receipt, storage and dispatch of warehoused goods
  • Responsible for liaising with customers, suppliers and transport companies
  • In charge of planning, coordinating and monitoring the receipt, order assembly and dispatch of goods
  • Responsible for using space and mechanical handling equipment efficiently and making sure quality, budgetary targets and environmental objectives are met
  • Responsible for keeping stock control systems up to date and making sure inventories are accurate;
  • Responsible for producing regular reports and statistics on a daily, weekly and monthly basis
  • In charge of overseeing the planned maintenance of vehicles, machinery and equipment.
  • Ensures that proper record of goods are kept and warehouse does not run out of products
  • Ensure that the warehouse facility is in tip top shape and goods are properly arranged and easy to locate
  • Control beverage and carbonated soft drinks distribution and supply inventory
  • Supervise the workforce in the warehouse floor.

Merchandise Manager

  • Manage vendor relations, market visits, and the ongoing education and development of the organizations’ buying teams
  • Responsible for the purchase of beverages and carbonated drinks for the organizations
  • Responsible for planning sales, monitoring inventory, selecting the merchandise, and writing and pricing orders to vendors
  • Ensures that the organization operates within stipulated budget.

Sales and Marketing Manager

  • Manage external research and coordinate all the internal sources of information to retain the organizations’ best customers and attract new ones
  • Model demographic information and analyze the volumes of transactional data generated by customer purchases
  • Identify, prioritize, and reach out to new partners, and business opportunities et al
  • Identifies development opportunities; follows up on development leads and contacts
  • Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
  • Document all customer contact and information
  • Represent the company in strategic meetings
  • Help increase sales and growth for the company

Information Technologist

  • Manage the organization website
  • Handles ecommerce aspect of the business
  • Responsible for installing and maintenance of computer software and hardware for the organization
  • Manage logistics and supply chain software, Web servers, e-commerce software and POS (point of sale) systems
  • Manage the organization’s CCTV
  • Handles any other technological and IT related duties.


  • Responsible for preparing financial reports, budgets, and financial statements for the organization
  • Provides managements with financial analyses, development budgets, and accounting reports
  • Responsible for financial forecasting and risks analysis
  • Performs cash management, general ledger accounting, and financial reporting
  • Responsible for developing and managing financial systems and policies
  • Responsible for administering payrolls
  • Ensuring compliance with taxation legislation
  • Handles all financial transactions for the organization
  • Serves as internal auditor for the organization

Client Service Executive

  • Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
  • Through interaction with customers on the phone, uses every opportunity to build client’s interest in the company’s products and services
  • Manages administrative duties assigned by the human resources and admin manager in an effective and timely manner
  • Consistently stays abreast of any new information on the organizations’ products, promotional campaigns etc. to ensure accurate and helpful information is supplied to customers when they make enquiries

Distribution Truck Drivers

  • Assist in loading and unloading beverages and carbonated soft drinks
  • Maintain a logbook of their driving activities to ensure compliance with federal regulations governing the rest and work periods for operators.
  • Keep a record of vehicle inspections and make sure the truck is equipped with safety equipment
  • Assist the transport and logistics manager in planning their route according to a distribution schedule.
  • Local-delivery drivers may be required to sell products or services to stores and businesses on their route, obtain signatures from recipients and collect cash.
  • Inspect vehicles for mechanical items and safety issues and perform preventative maintenance
  • Comply with truck driving rules and regulations (size, weight, route designations, parking, break periods etc.) as well as with company policies and procedures
  • Report defects, accidents or violations

Modus Operandi and Source of Supply

It is the duty of our merchandise manager or marketing manager to help the organization source for beverage manufacturing companies to help distribute their products. We will go out there to source for good wholesale distribution deals and also ensure that we do not only distribute at the right prices that will guarantee the organization good profit margin, but also, we will ensure that we distribute beverages that are in demand.

Once the deal is sealed, the drivers either load their trucks directly from the company or warehouse and then go around distributing it. Once the products are distributed, we will either collect money on delivery or we will go back later to collect our money. Usually there will be a business agreement with the beverage manufacturing companies and we can access credit based on our capacity.

The names of our major suppliers are;

  • Nestle
  • The Coca Cola Company
  • PepsiCo Inc.

When it comes to available storage facilities, our warehouse is designed based on the requirements of our major suppliers and the zoning regulations of our location.

Professional and Advisory Support

Board of Directors

  • Irwin Dickson – Chairman
  • Irene Dickson (Mrs.) – Director
  • Isabella Dickson – Director
  • Maria Rosenberg – Director
  • Collins Jones – Director
  • McCain Greene – Secretary

Management Advisory Board

  • Luke Sharpton
  • Allen Shaun
  • Cecelia Hall

Attorney – Bar. Felix Leighton (LLB, LLM)

Accountant – Deb Rosen

Insurance agent – Alliance Insurance Group

Banker – Platform™ Investment Bank, Inc.

6. SWOT Analysis

Our intention of starting out in Trenton and distribute our goods only within Trenton – New Jersey is to test run the business for a period of 2 to 5 years to know if we will invest more money, expand the business and then start distributing all around the state.

We are quite aware that there are several beverage distribution companies all over Trenton and even in the same location where we intend locating ours, which is why we are following the due process of establishing a business. We know that if a proper SWOT analysis is conducted for our business, we will be able to position our business to maximize our strength, leverage on the opportunities that will be available to us, mitigate our risks and be equipped to confront our threats.

Charlie & Tango Distribution Company®, LLC employed the services of an expert HR and Business Analyst with bias in retailing and distribution to help us conduct a thorough SWOT analysis and to help us create a Business model that will help us achieve our business goals and objectives. This is the summary of the SWOT analysis that was conducted for Charlie & Tango Distribution Company®, LLC;

  • Strength:

Our location, the business model we will be operating on (robust distribution network), varieties of payment options, wide range of products from top brands and our excellent customer service culture will definitely count as a strong strength for us. Also our management team members are people who have what it takes to grow a business from startup to profitability with a record time.

  • Weakness:

A major weakness that may count against us is the fact that we are a new beverage and carbonated soft drink distribution business and we don’t have the financial capacity to compete with leaders in the industry for now.

  • Opportunities:

The fact that we are going to be operating our business in Trenton – New Jersey provides us with unlimited opportunities to sell our goods to a large number of retailers and businesses. We have been able to conduct thorough feasibility studies and market survey and we know what our potential clients will be looking for when they patronize our products and services; we are well positioned to take on the opportunities that will come our way.

  • Threat:

Just like any other business, one of the major threats that we are likely going to face is economic downturn. It is a fact that economic downturn affects purchasing/spending power. Another threat that may likely confront us is the arrival of a similar business in same location where ours is located.


  • Market Trends

Distribution of goods as wholesaler to retailers has been in existence for as long as human started trading goods, but one thing is certain, the distribution industry is still evolving. The introduction of technology has indeed helped in reshaping the industry.

Lastly, it is now a common phenomenon for distribution companies to leverage on technology to effectively predict consumer demand patterns and to strategically position their business to meet their needs; in essence, the use of technology helps businesses like ours to maximize supply chain efficiencies. Data collected from customers goes a long way to help beverage and carbonated soft drinks serve them better.

8. Our Target Market

The beverage and carbonated soft drinks industry has a wide range of customers; a good number of people on planet earth consume beverages and carbonated soft drinks and it is difficult to find people around who don’t.

In view of that, we have positioned our company to service businesses in Trenton – New Jersey and every other location. We have conducted our market research and we have ideas of what our target market would be expecting from us.

We are in business to retail (distribute) a wide range of beverages and carbonated soft drinks from different production companies to the following businesses;

  • Retailers of beverages and carbonated soft drinks
  • Hotels
  • Restaurants
  • Night clubs and bars
  • Schools
  • Hospitals
  • Households

Our competitive advantage

A close study of the beverage and carbonated soft drinks industry reveals that the market has become much more intensely competitive over the last decade. As a matter of fact, you have to be highly creative, customer centric and proactive if you must survive in this industry. We are aware of the stiff competition and we are prepared to compete favorably with other leading supermarkets and grocery stores in Trenton – New Jersey.

Charlie & Tango Distribution Company®, LLC is launching a standard beverage and carbonated soft drinks distribution business that will indeed become the preferred choice of retailers, hotels, and restaurants et al in Trenton – New Jersey.

One thing is certain; we will ensure that we have a wide range of products available in our warehouse at all times. One of our business goals is to make Charlie & Tango Distribution Company®, LLC is a one stop beverage and carbonated soft drinks distribution company. Our excellent customer service culture, timely and reliable delivery services, online presence, and various payment options will serve as a competitive advantage for us.

Lastly, our employees will be well taken care of, and their welfare package will be among the best within our category in the industry meaning that they will be more than willing to build the business with us and help deliver our set goals and achieve all our objectives. We will also give good working conditions and commissions to freelance sales agents that we will recruit from time to time.


  • Sources of Income

Charlie & Tango Distribution Company®, LLC is in business to retail a wide range of beverages from top beverage production companies to hotels, restaurants and retailers in Trenton – New Jersey. We are in the distribution industry to maximize profits and we are going to ensure that we achieve or business goals and objectives.

Our source of income will be the retailing (distribution) of a wide range of beverages at affordable prices. We will generate income for the business by;

  • Distribution of functional beverages and sports drinks
  • Distributions of carbonated soft drinks
  • Distribution of bottled water
  • Distributions of fruit juices and cocktails
  • Distribution of teas
  • Distribution of energy and sport drinks

10. Sales Forecast

One thing is certain when it comes to the distribution business, if your business is centrally positioned coupled with effective and reliable vans/trucks and distribution network, you will always attract customers cum sales and that will sure translate to increase in revenue generation for the business.

We are positioned to take on the available market in Trenton – New Jersey and we are quite optimistic that we will meet our set target of generating enough income/profits from the first six months of operations and grow the business and our clientele base.

We have been able to examine the beverage and carbonated soft drinks distribution industry and we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. Below are the sales projections for Charlie & Tango Distribution Company®, LLC.

  • First Fiscal Year: $240,000
  • Second Fiscal Year: $450,000
  • Third Fiscal Year: $750,000

N.B: This projection was done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and there won’t be any major competitor offering same products, home delivery services and customer care services as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

  • Marketing Strategy and Sales Strategy

Before choosing a location for Charlie & Tango Distribution Company®, LLC, we conducted a thorough market survey and feasibility studies in order for us to penetrate the available market and become the preferred choice for beverage and carbonated soft drinks retailers, hotels, and restaurants in Trenton – New Jersey.

We hired experts who have good understanding of the retailing and distribution industry to help us develop marketing strategies that will help us achieve our business goal of winning a larger percentage of the available market in Trenton – New Jersey.

In summary, Charlie & Tango Distribution Company®, LLC will adopt the following sales and marketing approach to win customers over;

  • Open our business in a grand style with a party for all.
  • Introduce our business by sending introductory letters alongside our brochure to beverages and carbonated soft drinks retailers, hotels, restaurants, households and key stake holders in Trenton – New Jersey
  • Ensure that we have a wide range of beverages and carbonated soft drinks from different brands within and outside the United States at all times.
  • Make use of attractive hand bills to create awareness business
  • Position our signage/flexi banners at strategic places around Trenton – New Jersey
  • Create a loyalty plan that will enable us reward our regular customers

11. Publicity and Advertising Strategy

Despite the fact that our beverage and carbonated soft drinks distribution business is well structured and well located, we will still go ahead to intensify publicity for the business. Charlie & Tango Distribution Company®, LLC has a long-term plan of opening distribution channels all around the state of New Jersey which is why we will deliberately build our brand to be well accepted in Trenton before venturing out.

Here are the platforms we intend leveraging on to promote and advertise Charlie & Tango Distribution Company®, LLC;

  • Place adverts on community based newspapers, radio and TV stations
  • Encourage the use of word of mouth publicity from our loyal customers
  • Leverage on the internet and social media platforms like; YouTube, Instagram, Facebook ,Twitter, LinkedIn, Snapchat, Badoo, Google+  and other platforms to promote our business.
  • Ensure that our we position our banners and billboards in strategic positions all around Trenton – New Jersey
  • Distribute our fliers and handbills in target areas in and around our neighborhood
  • Contact beverage and carbonated soft drinks retailers, hotels, restaurants, night clubs and bars by calling them up and informing them of Charlie & Tango Distribution Company®, LLC and the products we sell / distribute
  • Advertise our grocery home delivery services business in our official website and employ strategies that will help us pull traffic to the site
  • Brand all our official cars and distribution vans / trucks and ensure that all our staff members wear our branded shirt or cap at regular intervals.

12. Our Pricing Strategy

Pricing is one of the key factors that gives leverage to distribution companies and retailers, it is normal for retailers to purchase products from distribution companies that they can goods at cheaper price. We will work towards ensuring that all our goods are distributed at highly competitive prices compared to what is obtainable in the United States of America.

We also have plans in place to discount our goods once in a while and also to reward our loyal customers from time to time.

  • Payment Options

The payment policy adopted by Charlie & Tango Distribution Company®, LLC is all inclusive because we are quite aware that different customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of the United States of America.

Here are the payment options that Charlie & Tango Distribution Company®, LLC will make available to her clients;

  • Payment via bank transfer
  • Payment via credit cards / Point of Sale Machines (POS Machines)
  • Payment via POS machines
  • Payment via online bank transfer
  • Payment via check
  • Payment via bank draft

In view of the above, we have chosen banking platforms that will enable our clients make payment for farm produces purchase without any stress on their part. Our bank account numbers will be made available on our website and promotional materials.

13. Startup Expenditure (Budget)

This is the key areas where we will spend our start – up capital;

  • The total fee for registering the business in the United States of America – $750.
  • Legal expenses for obtaining licenses and permits as well as the accounting services (software, P.O.S machines and other software) – $3,300.
  • Marketing promotion expenses for the grand opening of Charlie & Tango Distribution Company®, LLC in the amount of $3,500 and as well as flyer printing (2,000 flyers at $0.04 per copy) for the total amount of $3,580.
  • The cost for hiring business consultant – $2,500.
  • The cost for insurance (general liability, workers’ compensation and property casualty) coverage at a total premium – $2,400.
  • The cost for payment of rent for 12 month at $1.76 per square feet warehouse facility in the total amount of $105,600.
  • The total cost for warehouse facility remodeling (construction of racks and shelves) – $20,000.
  • Other start-up expenses including stationery ($500) and phone and utility deposits ($2,500).
  • Operational cost for the first 3 months (salaries of employees, payments of bills et al) – $60,000
  • The cost for Start-up inventory (stocking with a wide range of beverages, and carbonated soft drinks) – $100,000
  • Storage hardware (bins, rack, shelves, food case) – $3,720
  • The cost for store equipment (cash register, security, ventilation, signage) – $13,750
  • The cost of purchase and installation of CCTVs – $5,000
  • The cost for the purchase of furniture and gadgets (Computers, Printers, Telephone, TVs, Sound System, tables and chairs et al) – $4,000.
  • The cost for the purchase of distribution vans / trucks – $25,000
  • The cost of launching a website –  $600
  • The cost for our opening party –  $7,000
  • Miscellaneous – $10,000

We would need an estimate of $500,000 to successfully set up our beverage and carbonated soft drinks distribution business in Trenton – New Jersey.

Generating Funds/Startup Capital for Charlie & Tango Distribution Company®, LLC

Charlie & Tango Distribution Company®, LLC is a private business that is solely owned and financed by Charlie Tango and his immediate family members. They do not intend to welcome any external business partner which is why he has decided to restrict the sourcing of the startup capital to 3 major sources.

  • Generate part of the startup capital from personal savings
  • Source for soft loans from family members and friends
  • Apply for loan from the bank

N.B: We have been able to generate about $200,000 (Personal savings $150,000 and soft loan from family members $50,000) and we are at the final stages of obtaining a loan facility of $300,000 from our bank. All the papers and documents have been signed and submitted, the loan has been approved and any moment from now our account will be credited with the amount.

14. Sustainability and Expansion Strategy

The future of a business lies in the number of loyal customers that they have, the capacity and competence of the employees, their investment strategy and the business structure. If all of these factors are missing from a business (company), then it won’t be too long before the business close shop.

One of our major goals of starting Charlie & Tango Distribution Company®, LLC is to build a business that will survive off its own cash flow without injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to retail / distribute our beverages and carbonated soft drinks a little bit cheaper than what is obtainable in the market and we are well prepared to survive on lower profit margin for a while.

Charlie & Tango Distribution Company®, LLC will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and re – training of our workforce is at the top burner.

As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of three years or more. We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Attached Documents

  • Lease (or copies of proposal)
  • Franchise agreement
  • Purchase agreement
  • Articles of Incorporation
  • Partnership agreements
  • Copies of business licenses and registrations required my us to conduct business
  • Copies of contracts with third parties


Include details and studies used in your business plan; for example:

  • Brochures and advertising materials
  • Industry studies
  • Blueprints and plans
  • Maps and photos of location
  • Magazine or other articles
  • Detailed lists of equipment owned or to be purchased
  • Copies of leases and contracts
  • Letters of support from future customers
  • Any other materials needed to support the assumptions in this plan
  • Market research studies
  • List of assets available as collateral for a loan