a funding proposal
DESCRIPTION
A Funding Proposal. “Tasteful Giving” Helping Children With Each Mouthful. Contents. The 13 Donuts Foods Mission Page 3 Participants Pages 5-7 Contributions/Benefits Product Offerings Pages 8-9 Understanding the Mechanics Page 10 The Economics Pages 12-22 - PowerPoint PPT PresentationTRANSCRIPT
A Funding Proposal
“Tasteful Giving”Helping Children With Each Mouthful
2“Tasteful Giving” Helping Children With Each Mouthful
Contents
The 13 Donuts Foods Mission Page 3
Participants Pages 5-7
Contributions/Benefits Product Offerings Pages 8-9
Understanding the Mechanics Page 10
The Economics Pages 12-22
The Marketing Plan Pages 23-32
Open Discussion and Q&A Page 33
Executive Talent Page 34
Contact Information Page 35
3“Tasteful Giving” Helping Children With Each Mouthful
The 13 Donuts Foods Mission
13 Donuts Foods is a high quality organic line of foods where all* profits are donated to 13 child-focused charities
The food line has been very successfully sold at a variety of Shriners Hospital events and is now expanding to online direct sales to increase sales and subsequent donations
* 5% of popcorn profits are not available for charitable donation
4“Tasteful Giving” Helping Children With Each Mouthful
The Participants
Quattro Fratelli Foods 13 Donuts Foods Needy Organizations
Needy Organizations
5“Tasteful Giving” Helping Children With Each Mouthful
Participant Contributions
Quality product(s)
Existing capacity & equipment
Opportunity for product expansions
Are vehicles for raising financial support
Lend support & effort
Needy Organizations
Fund raising experience
Commitment to the project
Sales Management
6“Tasteful Giving” Helping Children With Each Mouthful
Cost effective fund raising tool
Opportunity to raise $
Consumer valued product
Needy Organizations
Participant Benefits
Provides additional business
Fulfills corporate responsibility to community
Funding of organization
Fulfillment of philanthropic goals
7“Tasteful Giving” Helping Children With Each Mouthful
THE BIG WINNER- THE KIDS!
Funding of operating budget Opportunity for the kids Opportunity for the kids Opportunity...
The 13 Donuts Foods Charities Will Benefit From
8“Tasteful Giving” Helping Children With Each Mouthful
Product Offerings
Popcorn BBQ Sauce/Meat Paint Marinara Sauce Minestrone Soup Rum Cake
ALL ORGANIC
9“Tasteful Giving” Helping Children With Each Mouthful
The Initial Offering
10“Tasteful Giving” Helping Children With Each Mouthful
Understanding the Mechanics
Proceeds
Organization and Administration
Product
Quatro Fratelli manufactures and ships the products
13 Donuts Foods develops sponsor network 13 Donuts Foods administers programs for
Sponsor Organizations
Sponsor organizations have fund raisers
13 Donuts Proceeds are split Charitable Contributions
are made
Fund Raising
11“Tasteful Giving” Helping Children With Each Mouthful
Plan Implementation Realities
“People, not plans, produce results
Eventually everything deteriorates into hard work” (Peter Drucker)
THE ECONOMICSRENUMERATION OF PARTNERS
“Tasteful Giving”Helping Children With Each Mouthful
13“Tasteful Giving” Helping Children With Each Mouthful
Popcorn
Distribution Of Proceeds Quatro Fratelli (mfg cost + small profit) $15 13 Donuts Foods $12 Sponsor Organization $30 Total* $60* Equals $5 per
13 Donuts FoodsSource & Use Of Funds
Sales to Sponsor Organization $30 Cost purchased from Quatro Fratelli $18 Gross profit before expenses $12
14“Tasteful Giving” Helping Children With Each Mouthful
Meat Paint
Distribution Of Proceeds Quatro Fratelli (mfg cost + small profit) $15 13 Donuts Foods $12 Sponsor Organization $30 Total* $60* Equals $5 per
13 Donuts FoodsSource & Use Of Funds
Sales to Sponsor Organization $30 Cost purchased from Quatro Fratelli $18 Gross profit before expenses $12
15“Tasteful Giving” Helping Children With Each Mouthful
13 Donuts FoodsSource & Use Of Funds
Expense Allocation
Advertising & Promotion 46%Overhead 34%Sales Expenses 15%Sales Mgmt 5%
16“Tasteful Giving” Helping Children With Each Mouthful
Distribution of profit
13 Donuts Foods - 36 Investors $ 2.2313 Donuts Children’s Charities $ 1.33
Profit Distributed $4.22
13 DONUTS FOODSSOURCE & USE OF FUNDS
17“Tasteful Giving” Helping Children With Each Mouthful
13 Donuts FoodsSource & Use Of Funds
Expense Allocation
Buffalo Prairie 51%
Hole in the Wall 31%
Northern Quest 10%
Reinvestment 8%
18“Tasteful Giving” Helping Children With Each Mouthful
13 Donuts FoodsSource & Use Of Funds
Summary Source and Use
Product Cost 60%Expenses 26%Contributions 14% *
19“Tasteful Giving” Helping Children With Each Mouthful
Needy Organizations Receive
Easy to sell product Valued by consumer Significant retention of proceeds (50%)
Proceeds *50%
External cost50%
* Excludes incentive and administrative costs at organizational levels.
20“Tasteful Giving” Helping Children With Each Mouthful
Sample Of XYZ School
Number of Students 3,000 Sales goal per student 1 case Expectation level 75% Cases sold 2,250 Sales price per case $60
Gross proceeds $135,000
Cost of product ($67,500)
Gross profit $67,500
School's expenses ($1,350)
Available for school $66,150
21“Tasteful Giving” Helping Children With Each Mouthful
Pro Forma @ 200,000 CasesUnit Price Total
Gross proceeds $60.00 $12,000,000 Cost of product $15.00 (3,000,000) Gross profit $45.00 9,000,000 13 Donuts Foods' expenses $7.78 (1,556,000) Available for participants $37.22 $7,444 13 Donuts Children's Charities $2.23 446,00 Reinvestment $0.22 44,000 Total Distribution $2.45 $490,000 Additional Scholarships $0.75 $150,000
22“Tasteful Giving” Helping Children With Each Mouthful
Pro Forma @ 1,500,000 CasesUnit Price Total
Gross proceeds $60.00 $90,000,000 Cost of product $15.00 (22,500,000) Gross profit $45.00 67,500,000 13 Donuts Foods' expenses $7.78 (11,670,000) Available for participants $37.22 $55,830,000 13 Donuts Children's Charities $2.23 3,345,000 Reinvestment $0.22 330,000 Total Distribution $2.45 $3,675,000 Additional Scholarships $0.75 $1,125,000
THE MARKETING PLAN
“Tasteful Giving”Helping Children With Each Mouthful
24“Tasteful Giving” Helping Children With Each Mouthful
SWOT Analysis
STRENGTHS • High quality organic products• Charitable tie-in• Child focused charities
WEAKNESSES• Current lack of brand
recognition
OPPORTUNITIES• Promotional Tie-ins• Massive email list • Donated services• CPC online campaign
THREATS• Competition for charitable
dollars• Large variety of competing
products in stores• Consumer Conditioning to
buy from grocery stores
25“Tasteful Giving” Helping Children With Each Mouthful
Target Demos
BBQ Sauce Men 25-54 Dads Moms
Popcorn DVD Watchers 18-34 Families Moms with kids 5-18
Marinara Sauce Adults 18-54 Moms College Students Singles
Minestrone Soup
Italian community, Singles Adults 25-54
Rum Cake Adults 21-65 Holiday party hosts
and attendees
26“Tasteful Giving” Helping Children With Each Mouthful
Promotional/Media Strategy
Promotion, Product Placement & Celebrity Tie-ins Publicity Social Networking Website Email Blasts CPC Online Media Buys
27“Tasteful Giving” Helping Children With Each Mouthful
Promotional
Food Network Rachel Ray Paula Dean Martha Stewart The Ellen DeGeneres Show The Oprah Winfrey Network Jillian Michaels The Biggest Loser The Dr. Oz Show America’s Funniest Home Videos
i.e. Food Themed Videos
The heart of 13 Donuts Foods marketing is promotion, product placement and celebrity tie-ins, for maximum impact while minimizing costs, for maximum charitable donations to the 13 Donut Foods children’s charities
The promotional/brand management team will mine existing relationships and develop new ones to get 13 Donuts products featured and/or used on a variety of opportunities such as:
The View RuPaul’s Drag Race MythBusters i.e. Popcorn
and/or BBQ Myths Top Chef/Top Chef Masters Iron Chef Game shows i.e. Price is Right Live-in Reality Shows i.e.
America’s Next Top Model The Amazing Race Award Show Gift bags and more…
28“Tasteful Giving” Helping Children With Each Mouthful
PublicityAn experienced, charity focused, publicity team will represent 13 Donuts Foods products, charitable efforts and their affiliated children’s charities activities to generate press in venues such as: News Morning News Shows Today, Good Morning America, CBS CBS Sunday Morning Evening News Local News News Magazine Shows Magazines
Online News Portals Women and Family focused websites
Magazines Women focused Food focused Family focused General Interest
RadioNewspapers
29“Tasteful Giving” Helping Children With Each Mouthful
Social NetworkingSocial networking offers excellent viral marketing opportunities to increase 13 Donuts Foods brand recognition and awareness of the charitable efforts. A small staff, potentially interns, will:
Create a Facebook page and consistently post new items Create Twitter Account and tweat Actively recruit Facebook friends and Twitter followers Post comments about 13 Donuts Foods and their good works on appropriate websites
to generate awareness and click throughs to 13 Donuts Foods website Troll the web for competitor information, good ideas to emulate and identify new sites
for posting opportunities
30“Tasteful Giving” Helping Children With Each Mouthful
Website
The 13 Donuts Foods Website will be the main purchase portal for the product line. The site will include:
Multiple payment opportunities including Paypal Opportunity for purchasers to donate more, above the items cost Charitable tie-ins and description of each charity and links to their sites Offer opportunity to donate to charity of choice Updated schedule of upcoming promotional and publicity Press notice scrapbook Links from each of the charity websites Rolling total of total monies donated Sign-up for update (gathering demo information)
31“Tasteful Giving” Helping Children With Each Mouthful
Email Blasts
13 Donuts Foods has access to a massive database of more than 65 million email addresses ,plus new addresses from the 13 Donuts Foods website signups.
A schedule of HTML email blasts will be sent out :
Targeted for each product New product launches Seasonal/Holidays Demo and geo targeted as available
“Tasteful Giving” Helping Children With Each Mouthful
32“Tasteful Giving” Helping Children With Each Mouthful
Media BuysClick throughs to the 13 Donuts Foods website will be increased with CPC online Media Buys
Pay only for click throughs while benefiting from brand awareness ad impressions Can control costs, tweaking the campaigns as needed Ad creative will focus on charitable element Media buys can be done through sell service sites for maximum control
i.e. adside.com and criteo.com for retargeting 2% target conversion rate (considered good) to be
used to determine profitable purchase rates
33“Tasteful Giving” Helping Children With Each Mouthful
Q&A