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Business Plan - SLOW

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A business plan for a radical new type of sustainable cafe.

A business plan for a radical new type of sustainable cafe.


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  • 1. I. Company Mission / OverviewKelly Jo Kokaisel SLOWSlow is a sustainability hub for people, goods, and services. It is a place to reconnect to yourself, eachother, and to the planet.Mission Statement"Slow exists to promote a cultural shift toward slowing down lifes pace, and create a more sustainablesociety through urban permaculture, resource conservation, and education."II. Project Overview The focus of this project is to develop and implement communication strategies to promote two community eventssponsored by Stellas. The events themselves are promotions for the restaurant and the restaurants intentions as acommunity member.Goods  Skillet meals (ala cart  Ecotourism  Pedal powered grains, legumes,  Community Garden smoothies veggies, dairy, area  Pedal powered grain meats, sauces, etc) mill  Organic and natural Education  Homemade Kava clothing and  How to make your  Homemade accessories own furniture Kombucha (workshop)  Homemade Kefir Services  How to grow and  Free Trade Coffee  Waste exchange make your own  Organic Tea  Seed exchange food/drinks (garden,  Biochar Pyrolyzer  Plant exchange nursery, and kitchen) Kits  Energy efficient  How to capture and  Garden and patio transportation hub: conserve renewable rain collection o Nice Ride resources barrels o Zip Car o LightrailValue Propositions Slow proposes to provide: • Clean fresh organic local food that is healthy for people and the planet • Markets of exchange that foster community & diversity • Local-reliance skills & eco-education • Tools for creating sustainable systems • Efficient options for mobility & connectivity
  • 2. • Improvement in the quality and enjoyment of living by encouraging ways of being present in the moment and becoming locally-reliant so as to achieve a state of sustained peak experience. • A positive example of urban permaculture and resource conservation. • Our community with the education and tools necessary to create a diverse and sustainable culture, while connecting people with each other and with the Earth. It is through these influences that we can slow down, become more sustainable, and experiencea fundamentally different way of life that promotes harmony & bliss. Product: The products and services are of a durable quality that will last over time. Price: The products and services are at a similar price to competitors, where they exist. Access: We are urban and accessible by multiple transportation options, near water and among green space. Service: We provide diverse and efficient alternatives. Experience: You can be unique, comfortable, and at peace with our community and our planet.SWOT Analysis • Strengths: Slow brings to this town the ideas and tools in sustainability that provides a way of life that can save money, time, and precious resources. • Weaknesses: New ideas for goods and services are risky and the market may not have demand for them. • Opportunities: Hopkins is currently lacking a good breakfast-food restaurant, as well as lacks an ala cart type restaurant. Dedicated organic restaurants are also not yet competing in this area. There are no current competitors for the proposed exchange services, nor does there exist a single transportation hub with the proposed eco-transportation options. Hopkins demographics show that housing is 62%, or roughly 5,000 households, renter occupied, meaning a large portion of the population may not have access to resources to produce at home the goods and services offered by Slow. 50% of the population is between the ages of 20 and 44 and are of the audience that may have families and would care about health and saving money, as well as the environment. • Threats: Hopkins’ demographics show that the per capita income is just under $27,000; prices will have to be competitive for this area.InfluencesSlow has been influenced by case studies of trail-blazing companies in sustainability such as PeaceCoffee, Stoneyfield Farms, and Patagonia, as well as personal experiences in permaculture communitiesthroughout the United States.
  • 3. III. Project DetailWe propose to launch with the following capabilities:  Pedal powered smoothies o Blend your own smoothie by way of recycled bicycle parts  Pedal powered grain mill o We propose to take in bike parts and use them to create machines to replace current electric powered machines.  Homemade Kava o Made from organic kava from farms in Hawaii.  Homemade Kombucha o Made from organic cultures from Minnesota.  Homemade Kefir o We will make these beverages on site with organic ingredients from Minnesota.  Free Trade Coffee o Supplied by Peace Coffee  Organic Tea o These will be obtained from local farms or co-ops.  Biochar Pyrolyzer Kits o Handmade on-site with recycled materials.  Garden and patio rain collection barrels o These are made on-site from recycled or waste-exchanged materials and local bio- polymers.  Skillet meals (ala cart grains, legumes, veggies, dairy, meats, sauces, etc) o Smoothies and skillets home-made from all organic ingredients.  Organic and natural clothing and accessories o Supplied by local artists.Services  Waste exchange o Must take equal in agreement to what you bring in.  Seed exchange o Must bring in seeds to make exchange with.  Plant exchange o Must be an equal value exchange to participate.  Energy efficient transportation hub: o Nice Ride o Zip Car o Lightrail  Contracted out.  Ecotourism o Information on events.  Community Garden area o Must be a resident of Hopkins to participate. Annual registration and fee are required.Education  How to make your own furniture (workshop). o Classe based on interest.
  • 4.  How to grow and make your own food/drinks (garden, nursery, and kitchen). o Proposed weekly.  How to capture and conserve renewable resources. o Proposed weekly.We propose to market this venue through the following efforts: Facebook Twitter Weekly newsletters to community Website Sandwich signs outside on venueWhat are we going to talk about in our marketing: Information and discussion of pertinent topics Trivia What makes us ‘green’ board Association with Affiliates Benefits and discountsWhat is the goal? The goal of the business is to create a sustainable system in which triple top line is met and thecommunity I benefitted from.Who are we targeting for participation? Our target audience is people 20-44 who live in Hopkins and are interested in sustainability.Potential Affiliates include:Rethink Recycling Living GreenLiveGreenTwinCities Minnesota Energy ChallengeMinnehaha Creek Watershed District LocalHarvestFriends of the Mississippi River 350.orgNice Ride Minnesota Carrotmob MinneapolisEcopolitan Green BodyThe Red Stag Supper Club Permaculture Research Institute Cold Climate-IV. Criteria for SuccessDiversity of participants: We need to focus on those who are tuned in to what we are saying; those who are educatedabout the current state of climate and who care about its future. By being true to principles and corevalues of permaculture, we will gain support from the mainstream.
  • 5. Number of participants: A certain amount of business needs to be conducted per day in order to stay in business. Thistipping point needs to be calculated with the assistance of a professional.Production:I have thought about production, and it is exactly born out of the need for materials for production thatI even came up with the idea for SLOW. By acting as a ‘by-acceptance-only’ waste exchange, I canmonitor the materials that are coming through the store and therefore acquire what I need to compilemy kits. Food production will require the expertise of a Permaculturist, at least in a consultant aspect.We will also need a kitchen manager, a workshop manager, and a nursery/garden manager. I believethere is local talent to fill these rolls and these jobs would benefit the community.Funding:I propose to acquire a business loan and private funding.Walk the Talk:The difficulty in this business lies in attracting our desired customer. There are probably not that many20-44 year old eco-consumers in Hopkins proper, but I do believe that if the aforementioned groupwithin the entire metro area was marketed to, I think we would have a significant customer base. Inaddition to this, we would have our message in front of the cyclist on the bike paths, affiliates withwhich we are associated with, and through member volunteering. With the combination of these word-of-mouth efforts, I believe we could establish an audience who could be advocates for our brand.