8a. Key to Expenses + Profit & Loss Spreadsheet
All expenses and salaries have been calculated in ZAR Rand, Salaries may seem small but they are fine in South Africa. To run from London, multiply salaries by about 3 but lower inflation from 11% to about 3% (Not the outsourced teams.)
Final totals are in GB Pound.

B. General programmers. Programming Sienna’s modules - 20 at R25,000 salary = R500,000

C. System Architect . 1 x R80,000

D. Webmasters. Overseeing Sienna’s production – 5 at R50,000 = 250,000

E. Core – The central database – R600,000 upfront cost – Then one dedicated programmer R35,000

F. GDS  “On line Booking” – An estimate at R300,000 upfront then a R20,000 a month licence fee

G. SEO “Search Engine Optimisation” – Hire staff or outsource. Main problem will be duplicate content.

H. Users. The Number of business linked to the system.

I. Outsourced to India programming team. Salary R5,000 a month = 5 connections a month. 1 user costs R1, 000 – I’ve allowed for an extra 50% for data feeds users.

J. Researchers/Data in putters. Mainly researching and improving information and photographs for accommodation connected to the GDS.

K. Sales Team, 15,000 per person plus commission (commission at 1% deducted from final total) expected one sale a day. 20 working days a month. 1 user costs R750
L. Client liaison team R10,000 a month 30 clients per account manager  (This may increase)
M. Sales and liaison senior managers. Look after and try to land big clients.

N. Managing Director – Salary R100,000 
O. PR.  Public relations.
P. HR.  Human recourses
Q. Accounts, One strong computer minded accountant who works with the Financial Module programming team. I’d like all finances run through the Sienna system elevating the need for most financial and administrative staff.

8b. Key to Expenses + Profit & Loss Spreadsheet
R.  Magazines – Print media, Creation of Coffee Table books and magazines white labelled for agents to send to their clients and to distribute with Conde Nast Traveller. Note, this figure represents approximately R5,000,000 cost and R4,500,000 return hence the R500,000 cost. Half of the magazines will promote new VIRGIN HOLIDAYS sub companies, the additional income generated for VIRGIN HOLIDAYS is not accounted for.
S. Offices,
T. Extras, peripheral office running expenses and unthought-of items.
U1. Rand to GB Pound conversion and month (highlighted in pink)

V. Total expenses in Rand
W. Total expenses in British Pound.
X. Income in GB Pound, from Colum V of Financial Forecast spreadsheet, to see this sheet look at the bottom left of this spreadsheet a click on the tab Financial Forecast
Y. Monthly Profit and Loss in GB Pound
Y 52. 6 year pre tax profit in GB Pound (highlighted in Pink)