BusinessPlan

SAMPLE BUSINESS PLAN

NOTE: This sample (and simple) business planis based on the original notes that established Inn Serendipity Bed &Breakfast, shared in the spirit of transparency and open resources. This document is not meant to serve asa template for your own enterprise, but rather, to offer insights into thevision behind Inn Serendipity Bed & Breakfast and Organic Farm. The owners believe ecopreneurialenterprises should be largely local focused, and locally conceived.

Since this document wasfirst written prior to opening Inn Serendipity in 1998, the books RuralRenaissance, ECOpreneuring and Edible Earth best capture in greater detail thecurrent scope of the operations and numerous practices and technologiesemployed by the enterprise. In noyear was there ever a revenue target. The operations expand and contract based upon revenues in any given yearand the focus has remained on the concept of a Return on the Environment (ROE),not merely a return on investment (ROI). This simple business plan has been occasionally updated, but serves, tothis day, and as a simple and concise guide directing the course of InnSerendipity for its owners, Lisa Kivirist and John Ivanko.

Inn SERENDIPITY® Bed &Breakfast

-- Nature's CallingTM--

Mission:

Toprovide a relaxing, peaceful, nature and farm-oriented Inn experience amidstthe countryside and community of Monroe, Wisconsin.

Website:www.innserendipity.com

Objectives:

1) Provide guests with the hospitableservice within a comfortable, leisurely atmosphere.

2) Strive to operate under the ideals ofsustainability, self-sufficiency, community-based economics and environmentalresponsibility.

3) Foster a social environment ofinteraction, play, reflection and intellectual discourse.

4) Create an experience so unique,educational and enchanting that it nurtures endearing relationships whichultimately translate into returning guests and guest referrals.

5) Promote long-lasting communityrelationships which result in social, cultural and economic benefits. In short, actively contribute to the qualityof life of the communitiestouched by the Inn's operations, especially in relation to restoring healthysoil, clean air and water, and mitigating the impacts the business makes onclimate change.

6) Strive toward fair profits, without sacrifice to environment or tothe stakeholders of the operation. Stakeholders are not merely the owners, but all impacted by theoperations, both in the short-term and long-term.

7) Generate interest in, evaluate anddemonstrate how such an operation can lead to long-term sustainability andself-sufficiency. Avenues will beexplored in terms of the Inn’s ability to serve as a model and examinepossibilities for replication. Use the Travel Green Wisconsin certification program as the foundationfor evaluating present and future operations while fostering furtherimprovements.

Description:

InnSERENDIPITY® is a two room bed& breakfast nestled in the quaint countryside of Green County,Wisconsin. The Inn is modified andenhanced by the use of appropriate sustainable technologies, alternativedesigns and refitted internal structures. Unique in all of the United States if not the world, the Inn aspires tobe a nearly self-sufficient guest house featuring organic foods, renewableenergy and water conservation measures. In the words of Stanley Selengut, Ecotourism lodge developer: "Youoffer the visitors a learning experience [through these sustainableenhancements] rather than an escape into fantasy and excess [of four-starresorts]."

Thenearby recreational activities and heritage sites include biking theMonroe-Mineral Point 47 mile Rails-To-Trails trail, Badger State Trail, SugarRiver State Trail, hiking/fishing at the Cadiz Springs State Park, exploringhistoric downtown Monroe, touring area cheese factories or breweries, canoeing on nearby rivers, and connecting with various local farmers’ markets and artisanal food producers.

InnSerendipity seeks to offer quietude amongst the backdrop of nature'smagnificence; reflective immersionin the volumes of various books on topics ranging from homeschooling torenewable energy; and sharing a global presence and offering a glimpse of whatliving in the 3^rd Millennium may look like, today, completelypowered by renewable energy and thriving in a mostly local/regional economy.

The Property:

Applied SustainableTechnologies or Renewable Energy Systems:

• Passive (and active)solar-heated/cooled house

• Renewable energy production with a .7kW photovoltaic system and 10 kW Bergey wind turbine.

• Off-grid .5 kW photovoltaic system usedto power all-electric CitiCar.

• Carbon-negative business based on surplusrenewable energy generated, carbon off-set programs and reforestationinitiatives.

• Low-energy light fixtures, ENERGY STARappliances.

• Water conservation: low-flowwater-conserving showers and low-flush toilets. Rain water encatchment system for outdoor irrigation needs(permaculture beds).

• Electric stove; woodstove cooktop forwinter use; Sun Oven in use during sunny, daylight hours.

• Composting organic waste from foodpreparation and property maintenance.

• Refillable containers for food staples,toiletries, and use of recycled paper products.

• Advertising materials/printed matterprinted on 100% post-consumer recycled papers.

• Waste management and recycling program.

On or near property:

• Organic"permaculture" three-field organic garden using French-style raisedbeds.

• Small organic orchard(apple)

• Guest library includingreference books and magazines on subjects pertaining to sustainabletechnologies, ecotourism, permaculture, green business creation, self-development,creativity, photography and peace; featuring innkeeper-author’s books: RuralRenaissance, ECOpreneuring, Edible Earth, The Least Imperfect Path, Llewellyn’sGreen Guide and John Ivanko’s six children’s multicultural photobooks.

• "Rohde Woods"includes nature trail, tree swing, horseshoe area.

• Outdoor, "life-size" chessset.

• “Cantina” for openhouse events or picnics on site.

OtherInn Features

•Custom harvested, organic, seasonal and fresh fruits, vegetables, herbs andflowers for guests as well as sold locally to area restaurants or direct orderthrough Localdirt.com.

•Hand-made customized pottery coffee/tea mugs from Elk Falls Pottery.

• Free wireless Internet access.

•Coffee, tea, cocoa from Equal Exchange

•Credit cards, checks or cash accepted.

•Smoke-free environment.

•Photography and Inn SERENDIPITY’s Edible Earth cookbook available for sale, aswell as other books authored by Lisa Kivirist and John Ivanko.

CommunityOutreach:

• Educational and awareness-buildingprograms with area/regional schools, colleges or universities, nationaleducational initiatives like the National Solar Tour, as well as civicorganizations like Stirring the Pot and Transition Green County. Workshops developed for variousaudiences, including elementary schools, higher education and non-profitorganizations. Programs use aholistic education approach: a composite experience involving all that isavailable in both the natural and human environment. It does not separate work from play, or education fromlife. (As a result, both Kiviristand Ivanko speak in front of audiences of thousands every year.)

•In addition to professional association memberships, the Inn supports variousconservation and ecology organizations/associations such as Renewing theCountryside/Green Routes, Sierra Club, Travel Green Wisconsin, MidwestRenewable Energy Association, Green America, EcoSector.com, The InternationalEcotourism Society, Trees for the Future, and other organizations that share ina common vision for a more sustainable and just tomorrow.