COMPLETE FICTIONAL EXAMPLE / ADVERTISING AGENCY

Advertising Agency
Business plan.

Meet FrameHarbor Campaigns. A proposed advertising team combining campaign strategy, ad creative, paid search, paid social and campaign analysis while clients buy their own media directly.

United States; hybrid regional team · USD · January 2027–December 2029

Fictional prelaunch business. Financial assumptions are illustrative and funding is proposed.

THE COMPLETE PLANNING PACKAGE01 / THE PLANActual FrameHarbor Campaigns business-plan PDF cover03 / THE PITCHActual FrameHarbor Campaigns pitch title02 / THE NUMBERSActual annual profit and loss report for FrameHarbor Campaigns
Year 1 revenue
$617,760.00
Year 1 net income
-$86,170.04
Startup uses
$21,400.00
Minimum modeled cash
$96,554.20

THE COMPLETE BUSINESS PLAN

A specific operating decision.

Can approved creative and campaign work fill the specialist hour pool fast enough to support a paid director and operations team?

Fictional editorial scenario. Prices, workload, wages, costs and financing are illustrative planning inputs, not current quotes, measured local averages or actual company results.

Read the result before using the example.

The forecast shows a net loss in Year 1. Positive funded cash assumes the full proposed equity is received; it does not establish commercial viability.

01 / THE PLAN

Executive summary

FrameHarbor Campaigns proposes a hybrid creative and paid-campaign agency in United States; hybrid regional team. A proposed advertising team combining campaign strategy, ad creative, paid search, paid social and campaign analysis while clients buy their own media directly. The central launch decision is: Can approved creative and campaign work fill the specialist hour pool fast enough to support a paid director and operations team?

Business overview

Small and midsize US businesses preparing a campaign with a named budget owner, a decision-maker for creative approval and usable product or service evidence. Strategy, creative, media and analytics roles provide 4.5 delivery equivalents and 720 scheduled hours monthly. Five service lines allocate that pool once. The paid owner-director and quarter-time operations support add no delivery hours, and client media spending is excluded. The business will accept assignments within this service boundary and quote separately or refer work that falls outside it.

Key priorities

Begin with a paid campaign assignment that has an actual decision-maker and approved scope. Measure strategy time, creative revisions, media setup, analysis, acceptance and collection separately. A visually attractive demonstration does not prove that a buyer will pay for the complete team. The useful demand test is whether approved work produces enough collected fees without repeated unpriced revisions or extended approval delays. The proposed first operating month is January 2027. The owner should confirm service readiness, paid staffing and available cash before opening the calendar.

Financial highlights

The proposal requires $260,000.00 in equity. Launch spending is $21,400.00, leaving $238,600.00 in opening cash. Year 1 revenue is $617,760.00 and net income is -$86,170.04. The first-year operating shortfall means sales do not yet cover the paid team and overhead. Funding provides time to establish demand; it does not remove that shortfall. The initial project outlay is not recovered within three operating years.

02 / THE PLAN

Company & management

FrameHarbor Campaigns will operate as an independent service business. The working owner will control scope, staffing, commercial terms and weekly cash decisions; legal formation and the ownership agreement must be completed before trading.

Company background

FrameHarbor Campaigns is a fictional independent hybrid agency. Its offer centers on a campaign brief, approved creative and coordinated paid-media delivery rather than a broad outsourced marketing department. Staff work remotely with limited workspace and client meetings. The scenario does not supply an incorporated entity, real office, portfolio or client. Ownership, formation, insurance and commercial agreements need completion before trading.

Ownership & management

The proposed owner contribution is $150,000.00; the remaining $110,000.00 is sought from external equity investors. The owner is also paid for an operating role. Investment valuation, ownership percentages, voting rights and distribution terms remain to be agreed.

Team & responsibilities

The proposed delivery roster is a three-quarter strategy lead, one-and-a-half creative specialists, one-and-a-half media specialists and a three-quarter campaign analyst. Strategy and analytics appear as a combined salary allowance while preserving their separate responsibilities and full source compensation. The paid owner-director handles sales, scope, review and cash; quarter-time operations manages records and scheduling. Neither support role increases the shared billable pool. Fractional staffing is aggregate coverage, not a promise that every skill is available at every hour. Strategy/analysis: 1 × $10,937.50 monthly, plus a 15% employer-cost allowance; Creative team: 1 × $8,750.00 monthly, plus a 15% employer-cost allowance; Media team: 1 × $10,000.00 monthly, plus a 15% employer-cost allowance; Owner-director: 1 × $9,166.67 monthly, plus a 15% employer-cost allowance; Operations support: 1 × $1,041.67 monthly, plus a 15% employer-cost allowance. A weekly roster must cover delivery, preparation, travel, administration, leave and absence. The owner’s salary appears once in payroll; contributed time is not an additional cash contribution.

03 / THE PLAN

Products & business model

The offer is limited to work the team can define, price and deliver consistently. Each agreement should identify the buyer, included tasks, access requirements, deliverables, acceptance and payment terms.

Products & services

Five separately scoped practices cover brand/campaign strategy, ad creative production, paid search management, paid social management and campaign analytics. Each sold hour belongs to one practice. Platform media purchases stay in client accounts and are paid directly by the client, without an agency markup or pass-through revenue. Large filming, printing, influencer procurement and website rebuilding are outside the ordinary offer and require a separate agreement.

Pricing & revenue streams

4.5 paid campaign delivery equivalents provide 720.000 scheduled hours per month (160.000 per person). Requested sold time starts at 50% of allocated capacity and follows a 3-month ramp. Five service shares total 100%; each hour is allocated once. Uniform monthly demand is assumed. Requested work grows 10% annually, subject to the available-hour ceiling; fees grow 2% annually. Staffing stays fixed. Strategy: 20% of the shared capacity at $175.00 per billable hour. Ad creative: 25% of the shared capacity at $150.00 per billable hour. Paid search: 20% of the shared capacity at $155.00 per billable hour. Paid social: 20% of the shared capacity at $150.00 per billable hour. Analytics: 15% of the shared capacity at $150.00 per billable hour. Fees exclude customer sales tax. Confirm scope and any exceptional materials before accepting a fixed price.

Customer value

The proposed value is a coherent campaign from brief to creative approval, media handoff and interpretation. The client retains budget authority and a named person approves claims and creative before release. Advertising statements need evidence and review; a forecast is not support for a product claim or sales promise. The agency offers accountable work and reporting rather than guaranteed leads, conversion improvement or a superior return on advertising spend.

04 / THE PLAN

Market & competition

The initial market is the specific buyer and buying occasion described below. The launch should be justified by paid work in a practical service area, rather than by applying a market-share percentage to a broad industry estimate.

Target customers

Small and midsize US businesses preparing a campaign with a named budget owner, a decision-maker for creative approval and usable product or service evidence. Confirm who commissions the work, who supplies access or records and who authorizes payment. Keep the initial territory small enough to support the promised response and delivery time.

Demand & validation

Begin with a paid campaign assignment that has an actual decision-maker and approved scope. Measure strategy time, creative revisions, media setup, analysis, acceptance and collection separately. A visually attractive demonstration does not prove that a buyer will pay for the complete team. The useful demand test is whether approved work produces enough collected fees without repeated unpriced revisions or extended approval delays.

Competition & positioning

Alternatives are an internal campaign team, specialist creative/media suppliers, a different integrated agency or a postponed campaign. Compare responsibility for the brief, creative rounds, platform work, measurement and account ownership. This case does not add SEO or email delivery just to resemble the published generic marketing-agency example. Its launch decision concerns a larger campaign-specialist payroll and the approval process needed to use it.

05 / THE PLAN

Marketing & sales

The acquisition process should bring in work that fits the team and produces collected contribution after delivery costs. Track qualified opportunities, accepted quotes, completed work and cash received as separate steps.

Customer acquisition

The proposed channels are direct introductions to marketing decision-makers, tightly scoped sample campaign work and referral relationships with complementary suppliers. Any demonstration must be labeled as a sample rather than an achieved client result. The agency funds its own recurring marketing allowance separately from client media budgets. Track the work won and collected through each route before assuming that referrals justify a larger team.

Sales process

Agree the brief, approval owner, revision boundary, media responsibilities and reporting definitions before the team schedules work. Bill only the agency service fees, with thirty-day collection across all practices. A media platform receipt is not agency income. Receivables are assumed fully collected after that delay; the separate paid credit-control contingency does not establish a writeoff engine or remove default risk.

Retention & measurement

Offer a new scoped campaign or review cycle after the buyer accepts delivered work. Keep a record of approved assets, allocated hours, media permissions, revision requests and late invoices so repeat work can be assessed on contribution. Do not call a continuing conversation a retainer renewal or uncommitted future work a backlog. Account exit should return agreed assets and revoke agency access.

06 / THE PLAN

Operations & milestones

Delivery must fit the paid team’s hours, equipment and service window. Work should enter the calendar only after scope, competence, access and required resources are confirmed.

Facilities & resources

Six workstations, monitors, furniture, a capture/presentation kit and backup hardware support the hybrid roster. Client-specific production services and digital asset rights are direct purchases; internal creative, collaboration and reporting subscriptions are fixed overhead. They are services and intangible rights rather than stock for resale. Workspace, hardware, media/cyber coverage and supplier terms need configured quotes; the budget does not prove that a real office or complete production facility is ready. The launch asset budget is Six workstations: $9,600.00; Monitors and peripherals: $1,800.00; Office furniture: $3,000.00; Capture and presentation kit: $2,500.00; Network and backup equipment: $1,500.00.

Service delivery

Receive an accepted brief, assign a single accountable reviewer and allocate strategy, creative, media and analysis hours before work starts. Log revisions and approval delays against that scope. Confirm the client’s authority, rights in supplied material and evidence behind advertising claims before any release. Keep client media payments and agency fees separate. The pooled capacity is a planning simplification: a real skills roster must still cover specialist bottlenecks and leave.

Launch & development milestones

Before launch, confirm key skills and paid coverage, contract and claims-review responsibilities, insurance and access controls. Complete a paid campaign trial and measure the full approval/revision cycle. Inspect receivables and cash before committing to additional workspace or a larger creative brief. January 2027 is the forecast opening date; no campaign has been sold, approved or launched.

07 / THE PLAN

Funding request & use of funds

All proposed equity must be available before launch payments. The funding plan separates equipment and setup spending from the cash reserve needed to support operations.

Use of funds

Launch spending totals $21,400.00: $18,400.00 for assets, $3,000.00 for expensed setup and $0.00 for opening inventory. Setup covers an allowance for formation, professional preparation, training and launch work. Refundable premises deposits and additional site work are excluded until scoped quotes are available.

Sources of funding

Total proposed equity is $260,000.00, comprising $150,000.00 from the owner and $110,000.00 from external investors. Neither contribution is committed. No borrowing is included, and financing receipts are separate from earned revenue.

Owner contribution

The owner must confirm the availability and transfer date of the $150,000.00 contribution. Salary pays for the owner’s continuing operating work. The company still needs cash for payroll, equipment and supplier invoices, even when the owner contributes additional time.

Funding request

The external equity request is $110,000.00. Receiving all proposed equity leaves $238,600.00 of opening cash and a forecast funding gap of $0.00. The gap measures a cash shortfall after assumed funding; it is not a substitute for the investment request. Agree investor rights and reporting before accepting funds.

08 / THE PLAN

Financial plan

The forecast covers January 2027–December 2029 in USD, with launch spending reported separately. Its usefulness depends on the service mix, fee, staffing cost and collection terms below.

Forecast assumptions

4.5 paid campaign delivery equivalents provide 720.000 scheduled hours per month (160.000 per person). Requested sold time starts at 50% of allocated capacity and follows a 3-month ramp. Five service shares total 100%; each hour is allocated once. Uniform monthly demand is assumed. Requested work grows 10% annually, subject to the available-hour ceiling; fees grow 2% annually. Staffing stays fixed. Direct costs are 7.5% of net fees. No product resale or purchased inventory is included. Salaries are operating expenses, outside the direct-cost ratio. Salaries and fixed overhead grow 3% annually. Collections take 30 days, supplier payments 0 days and inventory coverage 0 days. The 21% flat income-tax provision and 15% employer-cost allowance are simplified planning inputs.

Financial outlook

Year 1: revenue $617,760.00, EBITDA -$80,645.04, net income -$86,170.04 and closing cash $101,794.96. Year 2: revenue $756,138.24, EBITDA $22,998.60, net income $13,804.12 and closing cash $114,272.56. Year 3: revenue $848,387.16, EBITDA $85,253.52, net income $62,985.52 and closing cash $175,095.67. The first-year operating shortfall means sales do not yet cover the paid team and overhead. Funding provides time to establish demand; it does not remove that shortfall. EBITDA excludes depreciation, interest and income tax; net income includes depreciation and the tax provision.

Cash needs & financial resilience

The lowest forecast cash balance is $96,554.20, and the funding gap is $0.00. Positive monthly operating EBITDA is first reached in month 13. The initial project outlay is not recovered within three operating years. Cash differs from profit because of equipment spending, depreciation, collection delays and financing. Review the monthly low point before committing the reserve.

Debt & repayment

No debt or investor distributions are included. Any borrowing option needs an amount, draw date, interest rate and repayment schedule before its affordability can be assessed. Pre-tax project payback measures recovery of the operating investment; it is not a promised dividend, investor return or financing approval.

09 / THE PLAN

Risks & contingencies

The main exposure is committing paid resources before collected sales justify them. The owner should use the service-specific risks below to decide when to narrow the offer, defer spending or stop.

Key risks

Specialists are paid while clients may delay the brief, reject concepts or withhold approval. The agency may then have unsold hours in one skill and a bottleneck in another despite spare pooled capacity. Thirty-day collections, client concentration and disputed scope can intensify cash pressure. External production and asset-license allowances are estimates, and the credit-control contingency does not make receivables collectible.

Contingency actions

Use a signed brief, limited revision rounds, named approvers and agreed change control. Schedule against actual skill availability and stop work when the client has not supplied access or evidence needed for the next stage. Test fewer sold hours, longer collections and additional review effort while retaining all paid roles. If the fixed team is unaffordable, revisit scope, funding and launch timing rather than describing the director as unpaid.

10 / THE PLAN

Supporting documents

The launch decision needs commercial evidence as well as a forecast. Maintain an organized working file so that costs, commitments and delivery capacity can be reviewed before money is spent.

Available supporting information

The operating proposal defines the customer, service boundary, paid roles, launch assets and collection terms. The accompanying annual financial statements set out earnings, cash flow and the balance sheet for the three-year period. All funding remains a proposal; the business is at the prelaunch stage.

Documents to obtain

A real paid campaign, role availability, specialist time logs, client approval and claims-substantiation process, supplier/license terms, platform authority, configured insurance and workspace/equipment quotes, collection/default evidence and equity commitments remain outstanding. The example provides no actual agency clients, performance record, case-study rights, signed creative approval or secured investment. Record the actual fee, total delivery effort and date of payment for each trial assignment. Update the forecast and funding decision when quotes, commitments or measured results change a material assumption.

02 / THE FINANCIAL MODEL

How this business earns and uses cash.

4.5 paid campaign delivery equivalents provide 720.000 scheduled hours per month (160.000 per person). Requested sold time starts at 50% of allocated capacity and follows a 3-month ramp. Five service shares total 100%; each hour is allocated once. Uniform monthly demand is assumed. Requested work grows 10% annually, subject to the available-hour ceiling; fees grow 2% annually. Staffing stays fixed.

The forecast covers three operating years, with prelaunch spending shown separately. Fees, workload, staffing and collection terms determine whether the business can cover its commitments and preserve cash.

Revenue mechanism / illustrative base inputs
ServicePool allocationBase priceBilling unit
Strategy20%$175.00One sold hour
Ad creative25%$150.00One sold hour
Paid search20%$155.00One sold hour
Paid social20%$150.00One sold hour
Analytics15%$150.00One sold hour
Operating cost inputs / USD
Cost or paid roleBase inputTreatment
Strategy/analysis$10,937.50/month before employer costsPaid role; 15% employer allowance
Creative team$8,750.00/month before employer costsPaid role; 15% employer allowance
Media team$10,000.00/month before employer costsPaid role; 15% employer allowance
Owner-director$9,166.67/month before employer costsPaid role; 15% employer allowance
Operations support$1,041.67/month before employer costsPaid role; 15% employer allowance
Hybrid workspace and meetings$1,500.00/month before employer costsOperating expense
Creative and campaign software$1,500.00/month before employer costsOperating expense
Business media and cyber cover$300.00/month before employer costsOperating expense
Accounting and legal$600.00/month before employer costsOperating expense
Agency marketing$1,200.00/month before employer costsOperating expense
Client travel and meetings$500.00/month before employer costsOperating expense
Telecom and IT support$400.00/month before employer costsOperating expense
Supplies and training$250.00/month before employer costsOperating expense
Equipment maintenance$150.00/month before employer costsOperating expense
Referral fees3% of net feesOperating expense
Payment collection0.5% of net feesOperating expense
Credit control cash contingency0.5% of net feesOperating expense
Cash timing and funding inputs
InputCase value
Collection delay30 days
Inventory / supplier payment0 days / 0 days
Direct costs7.5% of net fees
Price / requested-demand growth2% / 10% annually
Salary and fixed-cost growth3% annually
Income-tax provision21% simplified provision
Proposed owner equity$150,000.00
Proposed external equity$110,000.00
Prelaunch setup$3,000.00

Direct costs cover 7.5% of fees and exclude the paid roles already shown in operating expenses. The selected advisory/service format has no purchased inventory. All-in customer prices are not duplicated as extra parts or product revenue.

What the forecast shows

The forecast shows a net loss in Year 1. Net income includes depreciation and the monthly tax provision. EBITDA excludes depreciation, interest and tax; cash also reflects assets, working capital and financing.

Annual profit and loss / USD. Operating years; prelaunch separate.
MeasureYear 1 · 2027Year 2 · 2028Year 3 · 2029
Revenue$617,760.00$756,138.24$848,387.16
Cost of sales$46,332.00$56,710.44$63,629.16
Gross profit$571,428.00$699,427.80$784,758.00
Operating expenses$652,073.04$676,429.20$699,504.48
EBITDA-$80,645.04$22,998.60$85,253.52
Depreciation$5,525.00$5,525.00$5,525.00
Interest$0.00$0.00$0.00
Tax provision$0.00$3,669.48$16,743.00
Net income-$86,170.04$13,804.12$62,985.52
Annual cash flow / USD. Operating years; prelaunch separate.
MeasureYear 1 · 2027Year 2 · 2028Year 3 · 2029
Opening cash$238,600.00$101,794.96$114,272.56
Customer collections$561,600.00$749,286.72$840,699.75
Supplier payments$46,332.00$56,710.44$63,629.16
Operating expenses paid$652,073.04$676,429.20$699,504.48
Interest paid$0.00$0.00$0.00
Tax provision paid$0.00$3,669.48$16,743.00
Operating cash flow-$136,805.04$12,477.60$60,823.11
Investing cash flow$0.00$0.00$0.00
Financing cash flow$0.00$0.00$0.00
Net change-$136,805.04$12,477.60$60,823.11
Closing cash$101,794.96$114,272.56$175,095.67
Annual closing balance sheet / USD. Operating years; prelaunch separate.
MeasureYear 1 · 2027Year 2 · 2028Year 3 · 2029
Cash$101,794.96$114,272.56$175,095.67
Receivables$56,160.00$63,011.52$70,698.93
Inventory$0.00$0.00$0.00
Net fixed assets$12,875.00$7,350.00$1,825.00
Assets$170,829.96$184,634.08$247,619.60
Payables$0.00$0.00$0.00
Loan balance$0.00$0.00$0.00
Liabilities$0.00$0.00$0.00
Equity and retained earnings$170,829.96$184,634.08$247,619.60
Reconciliation difference$0.00$0.00$0.00

Launch spending is $21,400.00; opening cash is $238,600.00 after all proposed equity. The unfunded gap is $0.00. Pre-tax project payback is not reached within 36 months. Project recovery is not an investor distribution.

Inspect the actual report

Financial overview, page 1 of 7. Open PDF page ↗
Annual profit and loss, page 2 of 7. Open PDF page ↗
Annual cash flow, page 3 of 7. Open PDF page ↗
Planning limits and qualifications

Planning model, not audited accounts or tax advice. Revenue is invoiced as earned; monthly subscriptions only. Annual prepayments, refundable deposits, milestone invoices, unbilled contract assets, customer taxes, seller settlements, capitalized interest and tax-loss carryforwards are not modeled.

Collection and supplier terms use 30-day monthly interpolation. Inventory purchases and non-stock direct costs use supplier terms; operating costs, setup costs, taxes and opening stock are paid immediately. Stock coverage applies only to linked goods costs. Production stock is tracked separately at unit cost.

Fictional editorial scenario. Prices, workload, wages, costs and financing are illustrative planning inputs, not current quotes, measured local averages or actual company results.

Five-year source adapted to 36 months with 4.5 delivery FTE, paid director and quarter-time operations fixed. Original shares/fees remain; three-month ramp, 10% requested-hour growth, 2% fee and 3% payroll/overhead growth replace expansion. Strategy/analytics salaries are combined without losing pay. Direct costs remain 7.5%, with no inventory. Source noncash credit loss becomes a separate 0.5% paid credit-control contingency; full collection is assumed. Setup is paid once; equity is proposed and deposits excluded. Tax and employer allowance are illustrative.

A 15% illustrative employer allowance is added to paid salaries. The flat 21% native tax provision is a simplified planning input, not an entity or personal tax opinion. Customer sales-tax receipts/remittances and owner distributions are outside this scenario.

All equity is proposed, uncommitted month-0 cash. No debt is modeled. Opening cash is a reserve, not an extra startup expense. Asset/setup/insurance/premises allowances need scoped quotes; refundable premises deposits and site-specific additional works are excluded.

Fictional editorial scenario. Prices, workload, wages, costs and financing are illustrative planning inputs, not current quotes, measured local averages or actual company results.

Five-year source adapted to 36 months with 4.5 delivery FTE, paid director and quarter-time operations fixed. Original shares/fees remain; three-month ramp, 10% requested-hour growth, 2% fee and 3% payroll/overhead growth replace expansion. Strategy/analytics salaries are combined without losing pay. Direct costs remain 7.5%, with no inventory. Source noncash credit loss becomes a separate 0.5% paid credit-control contingency; full collection is assumed. Setup is paid once; equity is proposed and deposits excluded. Tax and employer allowance are illustrative.

A 15% illustrative employer allowance is added to paid salaries. The flat 21% native tax provision is a simplified planning input, not an entity or personal tax opinion. Customer sales-tax receipts/remittances and owner distributions are outside this scenario.

All equity is proposed, uncommitted month-0 cash. No debt is modeled. Opening cash is a reserve, not an extra startup expense. Asset/setup/insurance/premises allowances need scoped quotes; refundable premises deposits and site-specific additional works are excluded.

03 / ACTUAL TEN-SLIDE PITCH

A focused funding conversation.

All ten pages of the delivered PDF. Buyer demand, team roles and funding remain proposed.

TITLE

FrameHarbor Campaigns

01 / 10

Every slide is available in the complete ten-slide PDF. The full slide text follows.

Read the complete slide outline

1. FrameHarbor Campaigns

From approved brief to a coordinated campaign.

Fictional prelaunch

2. Revisions and waiting consume specialist capacity.

Paid delivery capacity

50% sold-time target

Preparation and support also take time.

Paid work will test time and margin.

3. A clear scope. A controlled delivery process.

Agree

Schedule

Deliver

Collect

One agreed scope. Documented acceptance.

4. Start with a reachable buying occasion.

Campaign owner

A product or service launch

Marketing lead

A coordinated paid campaign

Schematic; buyers and area to validate.

5. Every service draws from one pool of hours.

Mix

Strategy 20%

175/h

Ad creative 25%

150/h

Paid search 20%

155/h

Paid social 20%

150/h

Analytics 15%

150/h

USD / sold hour; illustrative shared-time mix.

6. Compete on the job and the commercial terms.

Possible alternatives

Check before booking

Internal campaign team

Named approver

Specialist suppliers

Revision effort

Another agency

Media versus fees

Compare equivalent work and written terms.

7. Fund the launch. Keep a reserve.

260,000.00

Proposed equity

21,400.00

Launch uses

238,600.00

Opening cash

Year 1 net loss: USD -86,170.04

Minimum cash: USD 96,554.20

8. Proposed team. Clear delivery responsibilities.

Monthly base pay

Strategy/analysis

10,937.50

Creative team

8,750.00

Media team

10,000.00

Owner-director

9,166.67

Operations support

1,041.67

Paid specialists, owner and operations support.

9. Prove the job economics before adding capacity.

Paid brief

Approval log

Cash margin

Prelaunch. These are the next tests.

10. Proposed external equity.

USD 110,000.00

Owner contribution: USD 150,000.00

Terms and funding remain uncommitted.

Project payback: not reached within 36 months

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