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Lesley Bauer, Yong-Yong Huang, Thomas Muldowney, Max
Vernerey
Eat2Feed Events – Planned
• 500 people, two event dates
• $20,000
Eat2Feed Events
Eat2Feed 7/14
• $50.00 ticket
• 4 Restaurants
• 80 Total Participants
• 13 Resurgent
employees
• 4 Project...
Budget
• Review of Initial Presentation:
• Requested $3,500 investment from RCS
• Brand development: $3000
• Wristbands $2...
Budget
• Event highlights
• Used <$1,200 from RCS
• VC were below what we anticipated
• Discounts and promotions accounted...
Budget
• Costs breakdown:
• No Brand Development
costs – Ryan & Elizabeth
• All variable costs
covered by Eat2Feed
Fixed C...
Budget
• Income Statement: • Discounts and promotions:
• Breakeven Analysis:
Fixed Costs: $1,291.48
WACM: $31.85
Breakeven...
Budget
• Unexpected challenges and delays:
• $65 pricing point was considered too high
• Stellar marketing resulted in bet...
We are donating…
$6,253.67
Use of Funds
Raised Beds
construction,
$288.14
Tiller, $430.00
Books, $36.31
Seeds 2013,
$1,000.00
Dirt 2013, $550.00Futur...
Use of Funds
Raised Beds
construction,
$288.14
Tiller, $430.00
Books, $36.31Purpose Amount
Construction $288.14
Tiller $43...
Use of Funds
Seeds 2013,
$1,000.00
Dirt 2013, $550.00
Future usage,
$3,949.22
Purpose Amount
Construction $288.14
Tiller $...
Use of Funds
$2,304
$1,550 $1,550
$3,949
$2,399
$849
2013 2014 2015
Future Usage
Funds needed by PH Funds left over for ne...
Use of Funds
• Summer by the numbers…
• 1,200: Dollars invested by RCS
• 17: Different varieties of fruits and vegetables
...
Teamwork - Challenges
• Different skill sets
• Division of labor
• Time / Availability
• Project Timeline
• Timeliness / U...
Teamwork - Achievements
• Team set ambitious goals – and followed through to
completion
• Team worked together on all aspe...
School of Hard Knocks
• Reputation Over Marketing
• Quantity <> Quality
• Contract writing 101
• Money Talks, B.S. Walks
•...
Awareness & Publicity
Twitter
Going Forward
• Brand Equity/
Recognition
• Testimonials
• “My husband and I had a
wonderful experience
today. It was perf...
Eat2Feed Final Presentation
Eat2Feed Final Presentation
Eat2Feed Final Presentation
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Eat2Feed Final Presentation

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Eat2Feed Final Presentation

  1. 1. Lesley Bauer, Yong-Yong Huang, Thomas Muldowney, Max Vernerey
  2. 2. Eat2Feed Events – Planned • 500 people, two event dates • $20,000
  3. 3. Eat2Feed Events Eat2Feed 7/14 • $50.00 ticket • 4 Restaurants • 80 Total Participants • 13 Resurgent employees • 4 Project Host reps Eat2Feed 7/21 • $60.00 ticket • 5 Restaurants • 84 Total Participants • 10 Resurgent employees • 4 Project Host reps
  4. 4. Budget • Review of Initial Presentation: • Requested $3,500 investment from RCS • Brand development: $3000 • Wristbands $270 • Web hosting $47 • Banner $30 • Flyers/advertising: $190 • Variable costs/restaurant expected to be $6 • Discounts and promotions had not been considered • Single ticket price of $65 • Anticipated contribution margin: $30 • Expected breakeven point was 100 tickets
  5. 5. Budget • Event highlights • Used <$1,200 from RCS • VC were below what we anticipated • Discounts and promotions accounted for many sales • Two pricing options - $50 and $60, based on number of visited restaurants on event day • Contribution margin of $29.50 and $34.20 respectively • This means a CM% of 59% and 57% • Weighted-average CM of $31.85 • Donations accounted for higher portion of funds raised than was anticipated – result of sound marketing efforts
  6. 6. Budget • Costs breakdown: • No Brand Development costs – Ryan & Elizabeth • All variable costs covered by Eat2Feed Fixed Costs: Price per unit Qty Total Brand Development Logo -$ Promotions -$ -$ Website Design 400.00$ Web Hosting 101.40$ 501.40$ Wristbands Production 139.78$ Shipping 39.89$ 179.67$ Flyers/advertising Office Charges 106.93$ 1 Posters 30 Bill-book Cards 2,000 400.53$ Raffle Prizes Half-days off N/A 2 Pairs of tickets 69.96$ 3 209.88$ Total 1,291.48$ Variable Costs: 7/14/2013 EventBrite charge 1.50$ 80 120.00$ Drinks (1 per person) 4.00$ 80 320.00$ Restaurant dishes 15.00$ 80 1,200.00$ Total 1,640.00$ Variable Costs: 7/21/2013 EventBrite charge 1.80$ 84 151.20$ Drinks (1 per person) 4.00$ 84 336.00$ Restaurant dishes 20.00$ 84 1,680.00$ Total 2,167.20$ Total Costs 5,098.68$
  7. 7. Budget • Income Statement: • Discounts and promotions: • Breakeven Analysis: Fixed Costs: $1,291.48 WACM: $31.85 Breakeven point: 40.55 tickets Sales 7,370.00$ less Charges (221.10)$ less Discounts (600.00)$ less Promotions (649.00)$ 5,899.90$ Donations Website 1,256.67$ Cash 1,778.03$ Dongle 517.00$ 3,551.70$ Total Revenue 9,451.60$ Cost of Goods Sold (3,091.00)$ Gross Profit 6,360.60$ General & Administrative Expenses: Raffle Prizes (209.88)$ Website (501.40)$ Marketing & Advertising (400.53)$ Wristbands (179.67)$ Total G&A Exp. (1,291.48)$ Operating Profit 5,069.12$ Net Income 5,069.12$ Income Statement For month ended 7/31/2013 14-Jul 21-Jul 0.1 1 0 0.25 6 28 1 19 12 Discount % Quantity
  8. 8. Budget • Unexpected challenges and delays: • $65 pricing point was considered too high • Stellar marketing resulted in better solution • Had to adjust cost model to fit reduced sales expectations • Possible that we overpaid restaurants – no negotiations were made
  9. 9. We are donating… $6,253.67
  10. 10. Use of Funds Raised Beds construction, $288.14 Tiller, $430.00 Books, $36.31 Seeds 2013, $1,000.00 Dirt 2013, $550.00Future usage, $3,949.22 Purpose Amount Construction $288.14 Tiller $430.00 Books $36.31 Seeds 2013 $1,000.00 Dirt 2013 $550.00 Future $3,949.22 Total $6,253.67
  11. 11. Use of Funds Raised Beds construction, $288.14 Tiller, $430.00 Books, $36.31Purpose Amount Construction $288.14 Tiller $430.00 Books $36.31 Seeds 2013 $1,000.00 Dirt 2013 $550.00 Future $3,949.22 Total $6,253.67 One-time expenses:
  12. 12. Use of Funds Seeds 2013, $1,000.00 Dirt 2013, $550.00 Future usage, $3,949.22 Purpose Amount Construction $288.14 Tiller $430.00 Books $36.31 Seeds 2013 $1,000.00 Dirt 2013 $550.00 Future $3,949.22 Total $6,253.67 Annual expenses:
  13. 13. Use of Funds $2,304 $1,550 $1,550 $3,949 $2,399 $849 2013 2014 2015 Future Usage Funds needed by PH Funds left over for next year
  14. 14. Use of Funds • Summer by the numbers… • 1,200: Dollars invested by RCS • 17: Different varieties of fruits and vegetables • 405: Pounds of produce harvested in 3 months • 3,966: Dollars saved from garden produce in just one season • 12,000: Dollars saved in one year by Project Host from RCS investment $0 $2,000 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 RCS Eat2Feed Project Host
  15. 15. Teamwork - Challenges • Different skill sets • Division of labor • Time / Availability • Project Timeline • Timeliness / Urgency • Communication between team and leadership
  16. 16. Teamwork - Achievements • Team set ambitious goals – and followed through to completion • Team worked together on all aspects of the project • Able to leverage the individual skills and strengths of each team member • “Team” mentality has perpetuated beyond the bounds of just the community project
  17. 17. School of Hard Knocks • Reputation Over Marketing • Quantity <> Quality • Contract writing 101 • Money Talks, B.S. Walks • Goldilocks Marketing
  18. 18. Awareness & Publicity
  19. 19. Twitter
  20. 20. Going Forward • Brand Equity/ Recognition • Testimonials • “My husband and I had a wonderful experience today. It was perfect! We’ll definitely do it again, thank you!” – Laura D. • “So great! Do this often!” – Katie P. • Restaurant’s support • Future events

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