EAST HARLEM HEALTHY FOODEAST HARLEMDok Chon Hyunjug Kim Jennifer LagaMeghan K. Bumbaugh Rebecca Paul Quentin Koopman
1.0Executive Summary1.1 Mission & Goal1.2 Objectives2.0Program Service2 .1 Opportunity / Desire2.2 Service Objectives2.3 P...
5.0Market Participant6.0Strategy6.1 SWOT Analysis6.2 Marketing Strategy7.0Organization Summary8.0Implementation Strategy8....
1.0ExecutiveSummary
05EconomicDevelopmentBuildingCommunityHealthyLifestyleEmpowermentMISSION GOALVALUE TRIAGLE1.1 Mission & GoalExpressed thro...
Provide a fresh, high quality, curated selection of produce to families ofEast HarlemCreate recipes for healthy food prepa...
The program will also correlate with the objectives set forth by the Healthy People 2020initiative, and three of the UN Mi...
2.0ProgramService
2.1 Opportunity / DesireParents and educators in East Harlem desire fresh, high quality produce,however it is cost prohibi...
1083 percent of adolescents in East Harlem reported eating fewer than the rec-ommended 5 servings of fruit and vegetables ...
Head Start ChildrenAt Every Age, Obesity and Overweight are Common in East and Central HarlemPublic High School Students A...
East Harlem Kitchen Cabinet has two program components; food distributionand education. Developed to promote and engrain h...
East Harlem Kitchen Cabinet will provide fresh produce selections once a weekthrough our “Friday Produce Pick-up”. Parents...
Once a month, educational demos, called “Chop Chop Club”, will beconducted in conjunction with the “Friday Produce Pick-up...
3.3 Process / User FlowORDERINGEast Harlem Kitchen Cabinet will organize the food distribution aspect of theprogram; based...
1 week 1 week1 week 1 week 1 week 1 week 1 week 1 week 1 week 1 week 1 week1stDistributionSession2ndSession3rdSession4thSe...
EHKCPARTICIPANT:MOTHERSEHKCPARTICIPANT:KIDSMONDAY TUESDAY WEDNESDAY THURSDAY FRIDAYKids eat meals atschool developed byche...
3.0Design
The East Harlem Kitchen Cabinet brand and message will be spread through our logoand on materials distributed by the progr...
Sample Desing of “Take Home Recipe”20
4.0Partnerships
This program will be accomplished with strategic partnerships, including a partnershipwith a food distribution company and...
Nutritional education is a critical part of the success of East Harlem KitchenCabinet for EHBN1. In this program, the educ...
School meal plans will be designed through a collaboration between the HeadCook at EHBN1, and the culinary school chef. Ea...
stakeholders meet• Identify any outstanding items anddesignate point persons• Respond to those outstanding itemsaccordingl...
5.0TargetParticipant
The target participants of East Harlem Kitchen Cabinet are mothers of the childrenattending EHBN1. We have identified this...
6.0Strategy
• Replicable & scalable• Providing new opportunitiesfor Partner A and B• Diverse approach to solution• Mutually beneficial•...
6.1 Marketing StrategyEast Harlem Kitchen Cabinet’s marketing strategy is composed of two keycomponents that will ensure t...
7.0OrganizationSummary
East Harlem Kitchen Cabinet’s management team consist of a board of directors andsenior management.A diverse board of dire...
SENIOR MANAGEMENTCEO / Quentin KoopmanThe CEO’s chief responsibility is to implement organizationalmission statements and ...
Education Program Director / Jennifer LagaFood Distributor Program Director / Hyunjung KimThe Education Program Director d...
8.0ImplementationStrategy
8.1 Program ImplementationThroughout the startup process, the senior management team will maintain high levelsof documenta...
{{Networking&BuildingRelationshipPartnership{DesignImplementation& Execution{{Operation PractceDevelopment0 Month4 Month7 ...
8.2 Business ModelA multifaceted model integrates the principles of Triple Bottom Line by Design tochange negative behavio...
8.3 Measuring ImpactWe will gauge impact through the lens of access, education and community, and utilizesurveys to assess...
9.0FinancialPlan
START-UP SUMMARYWe are working to secure initial funding of $338,449.98 for the first 6 months of theprogram. This number ...
EXPENSES42
Quentin KoopmanRebecca PaulRebecca is a writer and design strategist living in New York City with extensiveexperience in b...
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A TRIPLE BOTTOM LINE BY DESIGN STRATEGY TO ELIMINATE FOOD SWAMPS & CREATE BEHAVIORAL CHANGE IN URBAN AREAS

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Business plan ehkc

  1. 1. EAST HARLEM HEALTHY FOODEAST HARLEMDok Chon Hyunjug Kim Jennifer LagaMeghan K. Bumbaugh Rebecca Paul Quentin Koopman
  2. 2. 1.0Executive Summary1.1 Mission & Goal1.2 Objectives2.0Program Service2 .1 Opportunity / Desire2.2 Service Objectives2.3 Process / User Flow3.0Design4.0Partnership4.1 Partner A: Food Distribution Company4.2 Partner B: Culinary School02TABLE OF CONTENTS481821
  3. 3. 5.0Market Participant6.0Strategy6.1 SWOT Analysis6.2 Marketing Strategy7.0Organization Summary8.0Implementation Strategy8.1 Program Implementation8.2 Business Model8.3 Measuring Impact9.0Financial Plan032628313540
  4. 4. 1.0ExecutiveSummary
  5. 5. 05EconomicDevelopmentBuildingCommunityHealthyLifestyleEmpowermentMISSION GOALVALUE TRIAGLE1.1 Mission & GoalExpressed through our value triangle,our mission is to combine healthylifestyle, building community, andeconomic development to createempowermentTo lower obesity ratesthrough the model ofempowerment
  6. 6. Provide a fresh, high quality, curated selection of produce to families ofEast HarlemCreate recipes for healthy food prepartion based around “Friday ProducePick-up”Set-up monthly “Chop Chop Club” cooking demonstrations to build skills andconfidencePartner with a culinary institute, and student or volunteer chefProvide a plan of action, and assist East Harlem Block Nursery #1 in obtainingresources needed to plan and serve healthy meals1.2 ObjectivesWe aim to develop a community based initiative designed to streamline healthy fooddistribution in combination with educational opportunities that influence the eatingbehaviors of families in low income areas. This program is designed to create a bridgebetween the provision of healthy meals for children and practical resources for parentsto maintain healthy eating habits at home.OBJECTIVES06
  7. 7. The program will also correlate with the objectives set forth by the Healthy People 2020initiative, and three of the UN Millenium Development Goals; eradicate extreme povertyand hunger, improve maternal health, and ensure environmental sustainability.07UN Millenium Developing GoalHealthy People 2020Science-based, 10-year national objectives for improving the healthof all Americans
  8. 8. 2.0ProgramService
  9. 9. 2.1 Opportunity / DesireParents and educators in East Harlem desire fresh, high quality produce,however it is cost prohibitive and not readily available. East Harlem suffersfrom high levels of diet-related disease, including heart disease, high bloodpressure, and diabetes. Citizens are likely to buy food from stores that have alimited supply of fruit and vegetables, which are often poor quality andgenerally more expensive than the same products sold at supermarkets inother neighborhoods in Manhattan.East Harlem Kitchen Cabinet is a food distribution and education program serving EastHarlem, New York. The program’s focus is utilizing existing food distribution services incombination with community-based programs to bring fresh, high quality producedirectly to low income families through distribution at educational institutions.The aim of the program is to promote healthy eating and cooking habits, alleviate foodinsecurity issues, and in turn reduce the prevalence of obesity and obesity relateddisease in the community.09
  10. 10. 1083 percent of adolescents in East Harlem reported eating fewer than the rec-ommended 5 servings of fruit and vegetables each day.1 Over 42 percent ofchildren in Head Start and the public elementary school system, and nearly 32percent of high school aged children are obese. Overall, one third of adults inEast Harlem are overweight and an additional one third are obese. 22. Community Health Profiles, Second Edition (21(42):1-16). New York, NY:New York City Department of Health and Mental Hygiene (2006),http://www.nyc.gov/html/doh/downloads/pdf/data/2006chp-303.pdf1. Department of Health and Mental Hygiene. (2007). Obesity in East andCentral Harlem: A Look Across Generations (Rep.).http://www.nyc.gov/html/doh/downloads/pdf/dpho/dpho-harlem-obesity.pdf
  11. 11. Head Start ChildrenAt Every Age, Obesity and Overweight are Common in East and Central HarlemPublic High School Students AdultPublic Elementary School ChildrenOverweight33%Healthy WeightandUnderweight40%Obese27%Healthy Weight53%Underweight4%Overweight15%Obese27%Healthy Weight67%Overweight18%Obese14%Underweight2%Healthy Weight48%Overweight19%Obese27%Underweight5%At Every Age, Obesity and Overweight are Common in East and Central Harlem 33. Department of Health and Mental Hygiene. (2007). Obesity in East and Central Harlem:A Look Across Generations (Rep.).http://www.nyc.gov/html/doh/downloads/pdf/dpho/dpho-harlem-obesity.pdf11
  12. 12. East Harlem Kitchen Cabinet has two program components; food distributionand education. Developed to promote and engrain healthy eating choices intothe lifestyles of both children and parents in East Harlem, the program will:provide direct access to fresh, high quality, seasonal produce through aCSA-style food distribution program, addressing the needs of mothers, who arethe primary caregivers and decision makers of the family; andprovide an educational component, engaging mothers and children in foodawareness, preparation, and healthy lifestyle building.The East Harlem Kitchen Cabinet program will begin it’s initial run at EastHarlem Block Nursery #1 (EHBN1) at 106th street and 3rd avenue in EastHarlem. The program is flexible in its approach, and scalable for replication inother school programs and community organizations.3.2 Service Objectives1112
  13. 13. East Harlem Kitchen Cabinet will provide fresh produce selections once a weekthrough our “Friday Produce Pick-up”. Parents of children attending EHBN1who choose to enroll in the “Friday Produce Pick-up” will receive a fresh, highquality selection of seasonal fruits and vegetables on Friday afternoons whenthey pick up their child at school. “Friday Produce Pick-up” will be packaged ina reusable, East Harlem Kitchen Cabinet canvas tote bag, and labeled with thefamily’s name. In a year, roughly 50 distribution sessions will be provided.In addition to produce, each weekly bag will contain two binder-ready “TakeHome Recipe” cards. Each recipe will incorporate the use of that week’sproduce, and provide meal suggestions, and preparation techniques.Each “Friday Produce Pick-up” will include enough fruits and vegetables tocreate both recipes, providing healthy meals for Saturday and Sunday, andensuring that both the child and parent have healthy meals during theweekend.Recipe binders will be created and decorated by the students, and acorresponding lesson plan will be developed to engage children in the program,build excitement, and encourage child-parent joint participation. The childrenwill associate positive feelings with their binder, which will encourage them tobe involved in collecting recipes and trying the food their parents prepare.FRIDAY PRODUCE PICK-UPTAKE HOME RECIPE13
  14. 14. Once a month, educational demos, called “Chop Chop Club”, will beconducted in conjunction with the “Friday Produce Pick-up”. About 12education sessions will be offered in a year.During the demonstration, parents will learn how to prepare the “Take HomeRecipe”, use new cooking tools and techniques, and create recipe variations.While attending the demo, parents will have an opportunity to share resources,and interact and engage with their children and with other parents; establishinga sense of community within the school.CHOP CHOP CLUB1st EducationSession2ndSession3rdSession1 week1 month 1 month1 week 1 week 1 week 1 week 1 week 1 week 1 week1stDistributionSession2ndSession3rdSession4thSession5thSession6thSession7thSession8thSession9thSessionFridayProducePick-upChop ChopClubProgram Timeline14
  15. 15. 3.3 Process / User FlowORDERINGEast Harlem Kitchen Cabinet will organize the food distribution aspect of theprogram; based around a CSA (Community Supported Agriculture) model.Every two weeks, a representative of East Harlem Kitchen Cabinet willcontact the food distribution company to obtain a list of available produce withinour price point for the following two weeks. An announcement will be posted atthe ‘Friday Produce Pick-up” alerting parents to the produce availability for thefollowing two weeks. Once parents know the availability of produce, they willdecide to opt-in or opt-out for the next two weeks of “Friday Produce Pick-up”.Opting in will require payment through cash, debit/credit card, or SNAP (Sup-plemental Nutrition Assistance Program) in order to secure their “share” for thenext two weeks.An East Harlem Kitchen Cabinet representative will then compose the orderform, and submit it to the distributor. Our concept is to make ordering simple,easy and efficient in order to save on both labor and produce cost.“Friday Produce Pick-up” share will be offered in three sizes and pricedaccordingly; Small Pick-up (feeds a family of 2 people), Medium Pick-up (feedsa family of 3-4 people), and Large Pickup (feeds a family of 5 or more).15
  16. 16. 1 week 1 week1 week 1 week 1 week 1 week 1 week 1 week 1 week 1 week 1 week1stDistributionSession2ndSession3rdSession4thSession5thSession6thSession7thSession8thSession9thSession10thSessionFridayProducePick-upFirst Order& PaymentOrder& PaymentOrder& PaymentOrder& PaymentOrder& PaymentOrder& Payment2 week 2 week 2 week 2 week 2 weekPAYMENTA high percentage of the families in our target market, currently receive a formof supplemental nutritional assistance from the government.Our payment plans will be tailored to work within the government guidelinesand requirements for SNAP (Supplemental Nutrition Assistance Program)vendors. During the startup phase for East Harlem Kitchen Cabinet, researchwill be conducted on the most effective way to accept and process SNAPpayments including implementing “Health Bucks” coupons currently offered toSNAP participants.The order and payment timeline below has been generated on the assumptionthat SNAP benefits will be collected in advance, every two weeks, to secureproduce and provide a commitment to the food distribution vendor. This is inaccordance with New York City SNAP rules and regulations for non-profit fooddistribution programs.“Friday Produce Pick-up” Payment and Order Timeline16
  17. 17. EHKCPARTICIPANT:MOTHERSEHKCPARTICIPANT:KIDSMONDAY TUESDAY WEDNESDAY THURSDAY FRIDAYKids eat meals atschool developed bychef teamWrite in journalworkbooks aboutmealsKids eat meals atschool developed bychef teamWrite in journalworkbooks aboutmealsKids eat meals atschool developed bychef teamWrite in journalworkbooks aboutmealsKids eat meals atschool developed bychef teamWrite in journalworkbooks aboutmealsKids eat meals atschool developed bychef teamWatch Chop ChopClub DemosMothers eitheropt-in or opt-out ofthe Friday PickupPackage for the next2 weeks (paymentmade through SNAP)Mothers watch ChopChop Club andmingle with othermothers and parentsEHBN1 Chefprepares meals forkidsEHBN1 Chef ordersfor daily mealsand inquires aboutproduce optionsEHBN1 Chefprepares meals forkidsChef team createsrecipes for FridayPickup PackageEHBN1 Chefprepares meals forkidsEHBN1 Chefprepares meals forkidsEHBN1 receivesearly AM deliveryfor Friday PickupPackageEHBN1 hosts ChopChop ClubReceives order fornext two weeksInforms EHBN1 ofseasonal produceavailable for FridayPickup PackageDelivers weekly orderof food and producefor kids daily mealsMakes early AMdelivery to EHBN1for Friday PickupPackageCulinary School Chefworks with EHBN1Chef to plan dailymeals for the nextweekChef team createsrecipes for FridayPickup PackageCulinary School Chefperforms demo ofChop Chop ClubEHBN1FOODDISTRIBUTIONCULINARYSCHOOLStakeholder Flow Chart17
  18. 18. 3.0Design
  19. 19. The East Harlem Kitchen Cabinet brand and message will be spread through our logoand on materials distributed by the program.EAST HARLEM HEALTHY FOODEAST HARLEMLOGOFRIDAY PRODUCE PICK-UPThe logo will be used on program materialssuch as promotional invitations and flyers,“Friday Produce Pick-up” bags, and “TakeHome Recipe” cards.Two binder-ready “Take Home Recipe” cards, designed in a visual format, willbe included in each “Friday Produce Pick-up” bag. The recipe cards will beeasy to read, with clear instructions, and will include preparation tips andnutritional facts. The“Take Home Recipe” cards aim to make healthy cookingeasy, fun, and something that mother’s can add to their cooking routine.Our parents will be provided with areusable, canvas tote bag to carry their“Friday Produce Pick-up”. We chosereusable bags to eliminate wasteassociated with single use plastic or paperbags and produce packaging. Each bagwill be labeled with the family’s name, inorder to facilitate distribution.TAKE HOME RECIPE19Package
  20. 20. Sample Desing of “Take Home Recipe”20
  21. 21. 4.0Partnerships
  22. 22. This program will be accomplished with strategic partnerships, including a partnershipwith a food distribution company and culinary school. We will source partnerships thatmeet the requirements of our program, and are based around a mutually beneficialrelationship.Parents at EHBN1 have limited access to fresh produce. By partnering with afood distribution company, a CSA-style program can be implemented toprovide fresh and seasonal produce to parents and families of EHBN1 on aweekly basis.Currently, the school is using an ACS (Administration for Children’s Services)approved food distributor, Trooper Foods. Trooper Foods is the main fooddistributor to EHBN1. They have a strong relationship with the school andreputation for providing quality produce.Our recommended partnership with Trooper Foods will allow us to place largerorders of fruit and vegetables to use in the kitchen at EHBN1, and to distributethrough our “Friday Produce Pick-ups”. These larger orders will benefitTrooper Foods, by increasing their revenue from an existing account on analready defined delivery route and schedule.We will buy in bulk and negotiate directly with Trooper Foods to secure lowerprices that will be passed on to the parents of EHBN1. Trooper Foods is oursuggested Partner A in the initial phases of the program. However, our com-mitment to quality, and intent to make the program replicable dictate that weleave Parter A open to consider alternative distribution channels that maybetter fit the needs and structure of the program as it evolves.4.1 Partner A: Food Distribution Company22
  23. 23. Nutritional education is a critical part of the success of East Harlem KitchenCabinet for EHBN1. In this program, the educational component will be ourculinary school partnership (Partner B).We are recommending the International Culinary Center (ICC) as theeducational partnership for the initial phases of the program. This partnershipwill be ideal because ICC is located in New York City, making it convenient forcurrent students and alum to participate in the East Harlem Kitchen Cabinetprogram. Additionally, ICC is a leader in the culinary arts field and theircurriculum takes a hands-on approach which translates well into the hands-onduties and opportunities presented by the East Harlem Kitchen Cabinetprogram.The partnership between East Harlem Kitchen Cabinet and the culinary schoolis mutually beneficial. The participating student chef will have a realisticexperience in the fundamentals of restaurant management including ordering,organization, distribution, and costing, as well as tackle real lifesituations that go beyond the curriculum of ICC. ICC will benefit through anexpansion of their curriculum, exposure in a community not familiar with theculinary arts, and promotion through community involvement.Although the International Culinary Center would be an ideal partnership forthe initial phases of of East Harlem Kitchen Cabinet, our intent is to consideradditional Partner B culinary programs, curriculums, or schools that wouldbenefit further iterations of the Kitchen Cabinet program.4.2 Partner B: Culinary School23
  24. 24. School meal plans will be designed through a collaboration between the HeadCook at EHBN1, and the culinary school chef. Each meal plan will incorporatethe fresh, seasonal produce sourced through the partnership between EastHarlem Kitchen Cabinet and the food distribution company (Partner A). Theculinary school chef’s role will be to suggest innovative, healthy snacks andrecipes that adhere to the nutrition guidelines set forth by the Administrationfor Children’s Services (ACS), coordinate with the “Friday Produce Pick-up”and the “Take Home Recipe”.The culinary school chef will be in charge of creating “Take Home Recipes”based around the produce received at each “Friday Produce Pick-up”. Thesetwo, binder ready recipe cards will be distributed with the produce in eachfamily’s reusable canvas bag. The student chef will take responsibility forcreating recipes each week that incorporate the use of that week’s produce.These recipes will be at a beginner level, easy to understand and recreate,feature ingredients that are nutritious and readily available in theneighborhood, fit within a specified budget, and provide nutrition analysis.Once a month, the culinary school chef will present a hands on educationalsession in the form of a cooking demonstration relevant to that week’s “FridayProduce Pickup” and “Take Home Recipe”. Initially this demonstration, knownas “Chop Chop Club”, will take place at EHBN1 during designated “FridayProduce Pick-up” times. The culinary school chef may preview newpreparation techniques or ingredients during the demonstrations and parentswill be invited to watch, interact, and ask questions. The culinary school chefwill be given authority to develop the “Chop Chop Club” demonstrationprogram under the supervision of the school’s Head Cook.MEAL PLANTAKE HOME RECIPECHOP CHOP CLUB24
  25. 25. stakeholders meet• Identify any outstanding items anddesignate point persons• Respond to those outstanding itemsaccordingly• All resources are gathered to a staging area• All printed materials are copiedVolunteers are brought in:• To work at the entry/registration table• To walk around and help• If refreshments are being servedthey will also help serve• Coordinate volunteers• A session plan• Allocate the appropriate resources• Reserve space• Create materials to hand out• Create and distribute marketing materialsDevelope front end prep work for theeducation sessionStakeholders meet to review thestatus of the upcoming educationsessionBeginning ofMonth Meeting2 1/2 weeksCheck-up MeetingCulinary School Chef with theassistance of Kitchen Cabinetadministrators complete preparationsfor education session.1 week -varies permonthThe day before the education session event, volunteers will be brought in:• To set up chairs or seating as reqired• To move materials around• To decorate space as reqiredStaging and Set upDesignated teacher for the educa-tion session (Culinary Student,Chef, Celebrity Chef,or KitchenCabinet Administrators) leads theparticipants through the nightEnd of MonthEducation SessionEventAfter each education session, participants will be asked to complete anevaluation of the sessions. Kitchen Cabinet Administrators will consolidate thatinformation gathered and discuss the success of the session during the nextbeginning of the month meething.Opportunities for improvement will be addredded for following session.Evaluation data will be compared an ongoing basis.Review{{Chop Chop ClubSTAKEHOLDERSCulinary School Chef, EHBN Head Chef, Kitchen Cabinet Administrators, and EHBN representatives• Disscuss curriculemSuggested “Chop Chop Club” Stakeholder Meeting Timeline25
  26. 26. 5.0TargetParticipant
  27. 27. The target participants of East Harlem Kitchen Cabinet are mothers of the childrenattending EHBN1. We have identified this target through a case study analysis of thepreschool, in addition to research findings identifying mothers as “agents of change” inthe food behaviors of their children, their families, and themselves.By identifying the Reverse Causal Effect, the cyclical nature of obesity for women inurban demographic areas like East Harlem, our intent is to incrementally break downthis cycle by addressing the challenges these women face through our multi-levelapproach.ReverseCausal EffectOBESITYAT A YOUNGAGEPOOREDUCATIONPOOREDUCATIONLOWECONOMICSTATUSOBESITYAT A YOUNGAGEPOOREDUCATIONPOOREDUCATIONLOWECONOMICSTATUSAGENT OFCHANGEMOTHERSUsingMulti-LevelApproach27
  28. 28. 6.0Strategy
  29. 29. • Replicable & scalable• Providing new opportunitiesfor Partner A and B• Diverse approach to solution• Mutually beneficial• Several options for partners• Community empowermentStrength• Several stakeholders involved• Limited time• Creating infrastructure toimplement and sustain plan• Unknown barriers to entry• Solution is designed forEHBN1• Challenge with parents’participationWeakness• Modular format• Could pitch to otherorganizations/ communities• Partnerships as possiblesupport system• Job opprotunities• Community buildingOpportunity• Cultural or organizationalobstacles with EHBN1• Unknown liability• Selecting the right partners• Regulations• Rising cost of produce• Initial funding issues• Protest from supermarkets& bodegasThreat6.1 SWOT AnalysisBelow, our SWOT analysis illustrates the areas of strength, weakness, opportunity, andthreat associated with starting East Harlem Kitchen Cabinet.29
  30. 30. 6.1 Marketing StrategyEast Harlem Kitchen Cabinet’s marketing strategy is composed of two keycomponents that will ensure the success of the program.First, during the initial phases it will be important to engage our targetparticipants, and encourage enrollment into the East Harlem Kitchen Cabinetprogram. This grass roots, ground up approach to investment in theorganization by community stakeholders (parents) will insure the success of theprogram at our first, pilot school.The second component involves securing long term viability of the program.East Harlem Kitchen Cabinet needs to validate and advertise its successoutside of the EHBN1 community. Eventually, East Harlem KitchenCabinet would make a case study of itself for future replication.This marketing effort would become a focus after East Harlem Kitchen Cabinethas achieved success at a grassroots level with its parents. Various channelswould be utilized to guide the marketing strategy including PR initiatives,articles, blogs, academic studies, and advertising. To help generate content forthese various channels East Harlem Kitchen Cabinet will have ongoingdocumentation built into the framework for how the organization is run on a dayto day basis.30
  31. 31. 7.0OrganizationSummary
  32. 32. East Harlem Kitchen Cabinet’s management team consist of a board of directors andsenior management.A diverse board of directors will be selected including members who are expertswithin a variety of fields. For exampleBOARD OF DIRECTORSQuentin Koopman (CEO) - Representative for the executive teamMary McBride - Chairperson of Pratt Institute’s Design ManagementChris Shrum - Director of Community Services for Eastern MaineDevelopment CorporationKelly Kocinski -LawyerLarry DeGaetano - Finance expertDenise Tahara - Health policy and management expertChef Lily or Director Tammie - EHBN1 representativeRepresentatives from the partnering culinary instituteRepresentatives from the selected partnering distributorsRepresentatives from the fiscal sponsor32
  33. 33. SENIOR MANAGEMENTCEO / Quentin KoopmanThe CEO’s chief responsibility is to implement organizationalmission statements and guidelines directing senior leadershipand staff. The CEO makes recommendations to the board as topolicy changes that should be made to improve theorganization’s functioning.COO / Meghan K. BumbaughThe COO oversees all operational and administrative functions.The COO is responsible for the development, design, operationand improvement of the organization’s systems. Also, the COOwill coordinate volunteers and interns.CFO / Rebecca PaulThe CFO oversees the management and reports of theorganization’s finances. The CFO develops the annual budgetsas well as compares the actual revenues and expenses withthe budget. CFO recommends changes to the CEO.Research Analysist / Dok ChonThe Research analyst develops forecasting models (with CFO),collects , analyzes data on an ongoing basis. Forecastingmodules will be reviewed and refined as needed.33
  34. 34. Education Program Director / Jennifer LagaFood Distributor Program Director / Hyunjung KimThe Education Program Director drives the creation and deliv-ery of training, educational, and value-added programs. TheEducation Program Manager takes a lead role in managingprogram content and training activities and take responsibilityfor continuously monitoring the program training.The Food Distribution Program director leads and manages thesuccessful and efficient operation of distribution. The FoodDistribution Program Director ensures a productive andstrategic working relationship with key staff within theoperations, finance, and food sourcing.EMPLOYEESPaid - produce sorter, distribution truck driver, coordinator, and assistantUnpaid - culinary school intern and volunteersBOARD OF DIRECTORSCEOQuentin KoopmanRESEARCHANALYSTDok ChonCFORebecca PaulCOOMeghan BumbaughFOOD DISTRIBUTIONDIRECTORHyunjung KimCOORDINATORASSISTANTASSISTANTASSISTANT COORDINATOREDUCATIONDIRECTORJennifer Laga34
  35. 35. 8.0ImplementationStrategy
  36. 36. 8.1 Program ImplementationThroughout the startup process, the senior management team will maintain high levelsof documentation for all activities. Photos, videos, and writing will be used tomemorialize the process, for PR initiatives and in later phases to help with scaling andreplication of the program.During the first 4 months of startup, East Harlem Kitchen Cabinet will have two majortasks. First the organization will be continuing research, defining, and solidifying itsposition on various outstanding conditions in the business plan. The team will look intolegal conditions, funding, starting a nonprofit, the various tasks and positions required,and possible grant and donation opportunities.Simultaneously, the organization will begin to network and build relationships, findmajor organizational partners, a fiscal sponsor, donors, grant opportunities, skilledboard members, and interested and/or invested community members.After identifying major partners, the next three months will be dedicated to negotiatingand entering into contracts with the various partners described above. Pendingnegotiations, the scope of each of the partners involvement and the extent of the EastHarlem Kitchen Cabinet program may vary. During this time period, the program will beintroduced to the parents and children who will eventually be utilizing its services.1.Networking & Building Relationship2.Partnership(partnership and donation) 4 months3 months36
  37. 37. {{Networking&BuildingRelationshipPartnership{DesignImplementation& Execution{{Operation PractceDevelopment0 Month4 Month7 month9 month10 month11 monthAfter the negotiations are complete and funding is secured,East Harlem Kitchen Cabinet will undergo a final round ofdesign. This will allow the program to gain “end-user input”and suggestions. It will allow for changes per contractfluctuations, laying out the groundwork, and working outkinks in the logistics for the programs.By month 9, East Harlem Kitchen Cabinet will be up andrunning with each of the subprograms becoming fullyoperational. During this first month, all activities will bemonitored closely. Any outstanding issues or concerns willbe addressed as required.One month in from implementation, a series of initialreviews will be conducted. The organization will revisitits strategy and make changes pending the success ofEast Harlem Kitchen Cabinet during the first (pilot) year.At this point, future phases of the organization would beaddressed. This would include expansion to/replication inother East Harlem schools and schools outside of the initialcommunity.3.Design4.Implementation & Execution5.Operation Practice Development2 months1 month1 month37
  38. 38. 8.2 Business ModelA multifaceted model integrates the principles of Triple Bottom Line by Design tochange negative behaviors associated with obesity, while also creating economic valueand supporting environmentally beneficial systems.EHBN1Parents& ChildrenPartner AFood DistributionCompanyPartner BCulinary SchoolThe ProgramEast HarlemKitchen Cabinet38
  39. 39. 8.3 Measuring ImpactWe will gauge impact through the lens of access, education and community, and utilizesurveys to assess the effectiveness of the program from the parent’s perspective.Pending results and success of the first (pilot) year, East Harlem Kitchen Cabinet willbegin its 501-C3 paperwork in tandem with completion of end of year reviews.39Frequent feedback from program participantProgram adjustments in real-time based on feedbackOrganized, evaluated and accessible as research scalable programScalable programAMPLIFYING OUR IMPACT
  40. 40. 9.0FinancialPlan
  41. 41. START-UP SUMMARYWe are working to secure initial funding of $338,449.98 for the first 6 months of theprogram. This number includes operational expenses of 78,250.00. In order for us tobegin raising funds, through grants and donations under a non-profit status, we will firstneed to acquire a non-profit fiscal sponsor. The chart below indicates the breakdown oftotal expenses.41
  42. 42. EXPENSES42
  43. 43. Quentin KoopmanRebecca PaulRebecca is a writer and design strategist living in New York City with extensiveexperience in business operations and digital media. Her previous work includesher position as the Business Operations Manager for Inhabitat.com, an onlinenews publication focused on sustainable design and architecture.Dok ChonDok is a strategic design manager. For over 10 years Dok has specialized indeveloping and cultivating brands. Influenced by her personal and careerexperiences, Dok’s focus is on exploring a more ethnographic, ethical, andsustainable approach to design.Jennifer LagaJennifer is design strategist with experience in planning, managing anddeveloping print and interactive projects. She has worked with publishing andmultinational brand agencies, developing print and digital projects. She alsofocuses on developing sustainable business practices.Our TeamHyunjung KimHyunjung Kim has earned a BA in Product Design from Hongik University inKorea, and an AAS in Visual Presentation & Exhibit Design from FashionInstitute of Technology in New York City. Her design aesthetic has leaded herto work for companies like Macy’s Inc. and Donna Karan Inc. Hyunjung Kim ispresently studying Design Management at Pratt in New York City.Meghan K. BumbaughMeghan K. Bumbaugh is a design strategist with six years of experience in theapparel industry. As the Head Designer for both Takeout Girls and Heart~n~Crush Girls, Meghan has lead design teams and collaborated with tech design,production, buyers, and factories overseas. Her designs have retailed at majorUS department stores including Nordstrom, Bloomingdale’s, and Lord & Taylor.Quentin KoopmanQuentin is a designer with a background in architecture specializing in cityplanning, and five years of project development and project managementexperience. He has a hard work ethic, intense analytical skills, and a sincereinterest in forging sustainable business endeavors.43

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