One page overview and summary.

1. A small format neighborhood food store, health resource center & community hub that
supports West Oakland families to attain healthier & more socially connected lives.
Pricing and Sourcing
Target Market PCM will be positioned in the mid-price tier of the local market and will provide
West Oakland is a 2.5 square mile inner-city area with 26,000 residents who are value in a range of customer outcomes such as quality, service and convenience.
predominantly African American and Latino. The annual trade area expenditure for The store will use cost reducing strategies such as displaying produce on palettes
groceries is over $58M, yet there are no supermarkets or full-service grocers in the and offering self-serve packaged meats and bakery sections. PCM will source
area. Existing corner stores carry limited grocery merchandise and little fresh food. directly from farmers and purchase surplus crops at discount. Other sourcing
Customer Problem tactics will include procurement of odd lots, overruns and close out items.
West Oakland residents are under-served by 70% of their grocery demand, resulting Health Resource Center and Community Hub
in annual trade area expenditure leakages of over $40M. Residents, many of whom PCM will be “More Than a Grocery Store” to support customers in improving
do not own a vehicle and rely on walking and public transportation, must often their health, building community and becoming more socially connected. PCM
travel far to supermarkets or shop at nearby corner stores. These limited choices are will partner with community and health organizations to offer education programs
contributing to poor health in the community, with 48% of residents considered to such as demonstrations and workshops, as well as health services such as diabetes
be obese or at an unhealthy weight. As a result, many residents are increasingly screenings. The store will feature a community gathering space and venue for
demanding better food choices, consumer education and a space for building events and social activities, through the Front Porch courtyard, which will feature a
community around shared interest for achieving greater health and wellbeing. patio, a stage, a kids play area, and a café service window for outdoor ordering.
Business Model Management
Building on the ten years of food enterprise experience of its sister organization, People’s • Brahm Ahmadi, CEO: Co-founded People’s Grocery and has 10 years of
Grocery, People’s Community Market (PCM) is creating a full-service neighborhood experience in organizational development, management and food enterprise.
food store, health resource center and community hub that supports West Oakland • David Guendelman, CFO: Brings years of experience as a CFO and has had a
families to attain healthier and more socially connected lives. PCM will use its leading role in several early stage equity financings.
understanding of the local area to develop and operate a retail concept that combines • Anthony Gilmore, Operations: Has 33 years of experience as a supermarket
aspects of a limited assortment format and a full-service fresh foods format. executive at Safeway and Whole Foods.
Limited Assortment Format: A smaller retail footprint will reduce PCM’s • Rene Cage, Deli: Has 35 years of experience in the restaurant, deli and food
development costs and allow for an optimal retail location with high population service industry such as Executive Sous Chef at Le Coq Au Vin.
density and accessibility by foot and public transportation. The limited assortment • Bill Fujimoto, Produce: Has 40 years of experience as a green grocer and
format will cater to the smaller, more frequent purchases that are characteristic of produce buyer and was the store manager at Monterey Market for three decades.
the neighborhood. The store will stock about 50% of the inventory carried by • Joni Wong, Grocery: Has 10 years of experience as a grocery buyer and
supermarkets and will focus on the products that lower-income shoppers tend to buy manager including at Common Ground Food Co-op and Trader Joe’s.
at a high rate of repetition. While PCM will carry all essential categories necessary Financing
for selection and convenience, the number of items per category will be reduced to PCM is raising $3.6M for construction, capital expenditures, inventory and
create a more efficient and manageable assortment with higher inventory turn rates. working capital. PCM has a unique opportunity for $2.4M in debt financing from
Fresh Foods Format: PCM’s offerings will emphasize quality fresh foods that are the California Freshworks Fund. The company is raising $1.2M through a Direct
least available in the neighborhood: produce, meat, seafood, dairy, and bakery. As Public Offering, a community investment vehicle through which residents of
the trade area also lacks quality prepared foods and meals, the full-service café and California can directly purchase preferred shares. PCM will provide investors
grab-&-go section will be a key offering. The café will feature a unique menu with a 3% compounded interest rate and a seven-year payback period. The
targeted to the ethnic preferences of the community and will use fresh ingredients. minimum investment is $5k for accredited investors and $1k for unaccredited
The center-store grocery assortment will feature ethnic and local products, as well investors. Additional information is available on our website.
as bulk selections. The initial product mix will be 60-70% conventional to reflect www.peoplescommunutymarket.com
the current primary demand in the neighborhood. Organic, natural and local product • info@peoplescommunitymarket.com • (510) 995-7498 •
offerings will be increased over time as customer demand for them increases.