Вы находитесь на странице: 1из 12

StrictlyPrivate&Confidential

WholeFoodsMarket2016

Presents:

DALLAS:FOODFORTHOUGHT

PROPOSALFORTHEDALLASCHAMBEROFCOMMERCE

Preparedby:AlanaStovall
RichardSong
SeanThomas

StrictlyPrivate&Confidential
WholeFoodsMarket2016

TableofContents

Page

1)

Introduction

1.1ProposalObjective
1.2WhyDallas?
1.3ProposalEffects
1.4ProposalSummation
2)

3
3
3
3

Background

2.1HomelessLifeinDallas
2.2CafeMomentum
2.3DallasLife
2.4WholeFoodsPastPhilanthropies

4
4
4
4-5

3)

TheProposal

4)

3.1Outline
5
3.2TheDinner
5
3.3ProposedSchedule6
3.4LifeaftertheDinner
7
3.5CommunityImpact
7

Budget&Staff
7

4.1Staff
4.2BudgetOutlook
4.2.1BudgetAnalysis
5)

FAQ

7
8
8-9
10

ConfidentialityAgreement

11

References

12

StrictlyPrivate&Confidential
WholeFoodsMarket2016

1.

Introduction

1.1ProposalObjective

The project management team of Whole Foods has created a plan for the
Dallas
ChamberofCommercesBusinessGivesBackcompetitionwiththegoalofhelpingthe
homeless people get back into the working community. The proposal surrounds a
dinnerthat can have alastingpositiveimpacton theDallascommunity, allowingDallas
basedbusinessownersandhomelesstonetworktogether.

1.2WhyDallas?

Since its inception in 1980, Whole Foods has always attempted to promotehealthier
communities with several food based initiatives and would now like to help the
homelessofDallas get back ontheirfeetwithjobopportunitiesthatallowsthemtolive
healthier lives. Dallas has seen an increasing amount of homeless activityduring the
last decade, and is constantlymaking an effortto put a stopto the growing numbers.
TheWholeFoodsteamrecognized thistrendandaimstomakeDallasourpilotcitywith
theintentionsofbranchingouttoothersinthecomingyears.

WholeFoods believesit is notjustourabilitytofeedthehomeless ofDallasthat


creates value. However, our ability to work in conjunction with other businesses to
provide the opportunity forthese homelesstoonceagainfeedthemselves,thatistruly
valuable.Dallasprovidesarobustcanvasofjobopportunitiesandphilanthropicminded
businessesthatfittheendgoalofthisproject.

1.3ProposalEffects

Withthe Chamber ofCommerceshelp,thiscampaign canreducetheoverallhomeless


populationof Dallasand injectvaluable workingcitizens backintotheDallaseconomy.
Our initiative also gives
business owners the ability to
domorethandonatemoney,it
allows them to donate
knowledge and expertise in
their field which has been
proven to be much more
rewarding.

1.4ProposalSummation
Whole Foods has created a
project that attacks the
homeless issue that Dallas
faces head on, along withthe
ability to implement quickly
andeventuallyscaletoother majorareas.This plangives homelesstheopportunityto
return tothe workforceandgain valuablementorship opportunitiestohelpthemalong
theway.Theplanalsogivesbusinessownerstheopportunity tohelpthose thatare truly
inneed, in an innovativewaythat will give them asense ofsatisfactionbeyondwhatis
typically considered. The dinner allows for a meeting place of likemindedindividuals
that may not have necessarily comefromthethesame background.It encourages a
bondbetweentwo oppositesidesof the community,onethatcouldultimately change
lives.

StrictlyPrivate&Confidential
WholeFoodsMarket2016

2.

Background

2.1HomelessLifeinDallas

In theyear2013therewereapproximately3,314homelesspeopleinDallas. In2014that
number increased to 3,314, an overall 342 person in one year alone (Dallas Morning
News). This increase may seem innocuous enough, howevergiven anotherfive years
withoutbeingtreatedit couldeasilybecomeanepidemic.Our missionistotarget avery
specifictarget groupof thehomelesspopulationrangingfrom18-29years oldwhoare
actively seeking employment. As of now there are 464 homeless that are in this age
range(Tsiaperas,2014).

2.2CafeMomentum

An American restaurant located in Dallas,established


by Chef Chad Houser. Cafe Momentum is known for
their unique program that helps troubled youths and
their violent norms in the Dallas metropolitan area.
Throughtheleadershipof ChadHouser,thesejuvenile
kids learnthe culinary artsandalsotaught lifelessons.
They applythemselvesto honest worktohelpcreatea
change in the way how society was normally ran
through in their eyes. Their mission is to help at risk
youths achieve their fullest potential with the lifeskills
and education obtained at Cafe Momentum (About,
2016).

2.3DallasLife

Dallas Life is the largest homeless


shelter in North Texas.It is anationally
acclaimed homeless shelter that was
founded by Robert J. Key. In 1949, he
had a dream to start up a Dallas
Rescue mission duetothe increase of
the homeless population during the
years after the war.. This homeless
shelter today has helped hundreds of
homelesspeople in their hope togetbackontheirfeetandstartthelifetheyoncelived
better. Dalls life has aided homeless people with impactful recovery programs,
mentorships, and other helpful aids to help rebuild their morality andwellbeing.Their
mission is to help homelesspeoplegetback ontheirfeet and toliveamoreimproved
lifestylebeforetheycametoDallasLife(WhoWeAre,2016).

2.4WholeFoodPastPhilanthropies

Whole Foods has a long standing


drive anddeterminationtoenpower
other people, and to fight back
against poverty in 70 countries.
Through the Whole Planet
Foundation, Whole Foods looks to
find Microcredit clients by funding
them with loans in order to give
them the power to start their own
businesses, and build a future for

StrictlyPrivate&Confidential
WholeFoodsMarket2016

themselves. Their target market is for people who live in areas where there grocers
sourcestheproducts(WholePlanetFoundation,2016).

WholeFoodsWholeKidsFoundation aimstoinspirebothschoolsandparentsonthe
impact of kids nutrition and wellbeing. Whole Food has created small activities that
hopeto makeahuge impactonthewaykidseatmoreofnutritionalfoodintheirdayto
daylife(WholeKidsFoundation,2016).

WholeCitiesFoundationisa newnonprofit organizationthat becamea partofWhole


Foods philanthropy. Theirmissionisto provideaccess tohealthierfood andeducation
for communities that are inadequate for it. They hope tomake ahugeimpact on the
overall health of communities across the nations and soon around the world (Whole
CitiesFoundation,2016).

3.

TheProposal

3.1Outline

Whole Foods will take on the extremely difficult task of decreasing Dallas homeless
populationinanewinandinnovativeway.

TheFoodforThought initiative willcreateasense of community involvementandplan


of attack that has not been considered before. We intend to start our initiative by
helping the homeless population that is strictly homeless because of a loss of
employmentorother non-mental illnessrelatedissue. The threemainrequirements for
the homeless participant to be eiligible include having a valid form of identification
necessary to obtain employment, drug and alcohol free, and must have a
recommendation from our partner, Bob Sweeney. The long termgoalistohelpthose
that maybehomelessfor all reasons includingsubstanceabuseand/ormentalillness.
The overall vision for this endeavor was created to put the homeless population of
Dallasbackintothepositionofbeingcontributingmembersofsociety.

The projected costs for this project are $67,200 foroneyears worth ofdinnersatour
partner location, Cafe Momentum.After running thedinnersfor12 consecutivemonths
(with projected set monthly costs) we will revisit expanding invitations to more
participantsandconsidertheadditionalcostsassociated.

Our partnerships with Cafe Momentum and Dallas Life will be very valuable to the
success of this initiative. Using Cafe Momentum as a placeto hold the dinners will be
beneficial toboth parties. Theircommunityoutreach programfallsinline withthegoals
of the Food for Thought initiative. Dallas Life will be our partner in vetting potential
homeless candidates chosen for each event. Dallas Life Director Bob Sweeney has
been helpingthehomelessthroughout theDallascommunityfor manyyears andwillbe
astrategicpartnerincreatingsuccessfulmentorships.

3.2TheDinner

The dinner will be held at Cafe


Momentum on the first Monday
of eachmonth.CafeMomentum
is currently closed for business
on Mondays, so this will be an
additional revenue stream for
them and serve as a great
meetingplacebetweenbusiness
ownersandhomeless.

StrictlyPrivate&Confidential
WholeFoodsMarket2016

The dinner will begin with a short synopsis of how the night will flow from oneofthe
founding Food for Thought employees. After the first month, this will be followed by
success stories from previous months participants.Once the presentations conclude
the participants will be teamed up according to interest and prior discussions with
Dallas Life director Bob Sweeney. Dinner will commence and all participants will be
encouraged duringthistime toconverse amongstthemselves.Thistimeisdedicatedto
getting to know one another and creating the foundation for the mentorship. Once
dinner has concluded, the participants will exchange contact informationso thatthey
maycontinuethememtorshipoutsideofthedinner.

At the conclusion of the dinner, Food for Thought founders will distribute surveys to
each participant so that they maymakechanges and create abetter opportunity for
future participants. There will be constant communication between participants and
founderstogaugethesuccessoftheventure.

3.3ProposedSchedule

Below is the first year schedule for the Dallas: Food for Thought initiative. At the
conclusion ofthefirst year,weplan togatherfeedback from allprioreventsinorderto
maketheoursecondyearmoresuccessful.

After the Chamber providesfunding fortheinitiative, we will beginonSunday,May1st,


2016 by distributing flyers and speaking with Dallas business owners to recruit
participants. OnWednesday,June 1st,2016wewillhavethefinalizedlistofparticipants
forthefirstdinnerevent. OnMonday,July 11th,2016wewillholdthe1stdinnereventat
Cafe Momentum for 25 small business owners and 25homelessparticipants. Wewill
hold dinners for the next 12 months on the 1st Monday of each subsequent month
thereafter.

At the conclusion of the 1styearweintend tohold ameetinggathering our past year


reviews and recommendations.Thisisvery important tofurturesuccess oftheDallas:
FoodforThought initiative.Weplantoholdour1stdinnerofyear2on Monday, August
7th,2017.

StrictlyPrivate&Confidential
WholeFoodsMarket2016

3.4LifeAftertheEvent

Forthehomelessandbusinessparticipants,lifeafterourdinnereventshouldbemuch
different.Thehomelessparticipantswillgainknowledgeandasenseofsupportfrom
theirsmallbusinessmentor,whilethebusinessesparticipatingwillgainthesatisfaction
ofhelpingsomeoneinwaysotherthanthatofmonetaryvalue.

TheFoodforThoughtfounderswillbeinterviewingtheparticipantsafterthedinner
eventandfollowingupduringthemonthsafterward.Thiswillgiveasenseofhowthe
initialdinnerwent,provideupdatesonthementoringrelationship,andprovidekey
detailsrelatingtoimprovementsforfutureevents.Atthebeginningoflaterdinner
events,weplantohavefollowuppresentationsonourpriorsuccessstories.

Ourgoalwiththiseventistoputhomelessinpositionstosucceed.Thecurrentsuccess
ofourbusinesspartnersandthenewfoundmentoringrelationshipswillputthe
homelessparticipantsinthepositiontobetterthelivesoftheirfamilies.

3.5CommunityImpact

WholefoodsplanstocreateasubstantialcommunityimpactwiththeFoodforThought
initiative.Thisinitiativewillcreatejobopportunitiesforhomelessindividualsthat
otherwisedonothavetheabilitytocreateforthemselves.Overthecourseofthefirst
yearweplantohave300homelessparticipantsentertheprogram.Ourfirstyeargoalis
toplace25%oftheseindividualsintoworkingpositions.Althoughthisgoalmayseem
low,weunderstandthattransitioningtheseindividualsisgoingtobeadifficulttask.
Convertingonourprojectionswilltake75otherwisehomelessindividualsoutofDallas
homelesssheltersandultimatelyinjectthembackintotheeconomyascontributing
individuals.

Thisinitiativealsogivesbusinessownersthroughoutthecommunitytheabilityto
employlessfortunateindividuals,showinganincreasedhighlightontheoverallDallas
philanthropies.Smallbusinessownerswillbeteachingindividualsimportantbusiness
knowledgethatotherwisecouldhavegoneunused.Theyaregivenanopportunityto
makeanimpactbeyondthatofmonetaryvaluewhichisveryvaluabletobusiness
ownersintodaysbusinesseconomy.

4.

Budget&Staff

4.1Staff

For the eventitselfwewill be utilizingthekitchenstaffandcrewofCafeMomentum,as


well as relying on Dallas Lifefor the vetting process for the homelesscandidatesthat
will attend the dinner. The majority of our staffing will comefromAlanaStovall,Sean
Thomas, andRichardSong,where theirtime will be donatedtowards thecause. They
will work to promote and recruit for the event to small business owners as well as
buildingarelationshipwithDallasLifeandCafeMomentum.

StrictlyPrivate&Confidential
WholeFoodsMarket2016

4.2BudgetOutlook-Year1

Asmentioned earlierthegoal
is to host a monthly dinner,
the monthly rate to rent the
venue as well as staffing for
the event will cost around
$4,000. There will also be a
flat marketing fee that will
cover the flyers and business
ventures for us to make to
small
businesses.
Furthermore we will be
providing the homeless with
haircuts andattire fortheevent.Itis estimatedtocostaround$9000 dollarsforhaircuts
($30per person, 12times a year), and$9000forclothing($10forspecialpolosthatthe
homeless will wear, $10per pair of slacks,and$12 forshoes). Weare askingthat the
DallasChamberofCommercecoverhalfofthetotalexpenditureamount,$33,600.

4.2.1FiveYearOutlook

Fundingfordinnerevent
$240,000
($4000permonthforfiveyears)
HaircutsforHomeless
$45,000
(25people$30perpersonx12monthsxFiveyears)
ClothingforHomeless
$48,000
(25people$10perpolo,$10perpairpairofslacks,$12forshoes(32total)X12X5)
EventVenue
CafeMomentumEventSpace(Chefs,WaitStaff,etc.$4,000X12X5)
$240,000
Marketing
Flyers(Onetimeyearly,$600X5years)
$3,000
BusinessVentures

(Onetimeyearly,$600X5years)
$3,000

4.3BudgetAnalysis

CafeMomentumwillbeprovidedaflatpaymentof$4,000monthlyforeachdinner.This
$4,000istocompensatepayforthechef,waitingstaff,andspacefortheevent.Cafe
MomentumisnormallyclosedMondaythroughWednesday,andisonlyopenfrom
ThursdaythroughSunday.ThismonthlyeventwillbetakingplacethefirstMondayof
eachmonth,specificallyonadaywheretherestaurantisusuallyclosed.

Thehomelessthatareattendingtheeventwillbegivenhaircutsandproperdressattire
towear,thisincludesapoloshirt,nicepairofslacks,andshoes.Themonthlyhaircut
expenseandclothingexpenseareboth$9000.Overfiveyearstheywillbothtotal
$45,000or$90,000addedtogether.

Lastly,therewillbeaflatmarketingfeewhichincludestheflyersthatwillbemadeto
publicizetheeventtobothhomelessandbusinessman,aswellasaflatfeeforthe
volunteerstomakeventurestosmallbusinessfairs.Eachwillcost$600peryear,or
$3000forfiveyears.

StrictlyPrivate&Confidential
WholeFoodsMarket2016

5.

FAQ
9

StrictlyPrivate&Confidential
WholeFoodsMarket2016

HowisthisprojectimpactfulfortheDallasCommunity?Whataboutallthe
homelessthathavementalissues?
Answer:Wehavegreatlynarroweddownourtargetgroupinordertogivethosethat
havethebestchanceofsucceedingwithourprogram.Thisisveryimpactfulbecause
homelesspeoplewillreceivegainfulemploymentwhilesmallbusinessownerswillbe
hiringqualifiedindivudualstoworkforthem.Weunderstandthatthereisagreatdeal
ofhomelessthatstrugglewithmentalillnessessuchasschizophrenia,PTSD,bipolar
disorderandsoon.Unfortunately,wecantincludethemaspartofourtargetgroup
forthisproject.Thisisbecausewiththesedisordersitwouldbehardforthemto
maintainajobandworkingrelationshipswithouthelp.Instead,wearefocusingon
individualswhoareontheroadtorecovery,andareactivelyseekingemployment.

Whatisthespecifictargetgroupofpeopleforthisinitiativeandwhy?
Answer:Thetargetgroupforthisprojectarethosewhoareintheagerangeof18to
29yearsold.Therehasbeenanestimated464Dallashomelessthatfallinthisage
range.Wehavedecidedonthisagerangebecausewebelievethisisthebestgroupto
include,becausethesearethemostprogressiveandimportantyearsoftheircareer.
Theyneedtobeabletoestablishthemselvesinthebusinessworld,andtobuild
importantconnectionstobetterservetheminthefuture.

Whyaretheresuchstrictidentificationrequirements?Whatwillyoudoifthere
isaqualifiedindividualwithnoID?
Answer:Wheneversomeoneisseekingemploymenttheyneedtohaveameansof
identificationfortheiremployer.Whetherthisisinaformofadriverslicense,social
securitynumber,oravalidpassport,homelessparticipantswillbeaskedtohaveupto
dateID.IftheydonthavecurrentIDtheywillbeaskedtoeitherfindameansto
renewIDor,findawaytogetID.

ConfidentialityAgreement

10

StrictlyPrivate&Confidential
WholeFoodsMarket2016

The undersigned reader acknowledges that the information provided in this business plan is
confidential; therefore, the reader agrees not to disclose it without the express written
permissionofWholeFoodsMarket.

It is acknowledged by the reader thatinformation tobefurnished in thisbusinessplan is in all


respects confidential in nature,other thaninformationthatisinthepublicdomainthroughother
means,and thatanydisclosureor use ofthis confidential informationbythereadermaycause
seriousharmordamagetoWholeFoodsMarket.

Uponrequest,thisdocumentistobeimmediatelyreturnedtoWholeFoodsMarket.

Signature

Name(printed)

Date

Thisisabusinessplan.Itdoesnotimplyofferingofsecurities.

References

11

StrictlyPrivate&Confidential
WholeFoodsMarket2016

Boardman,A. (2013,December 20). DallasLIFE Foundationoffers homelessawayto getback


ontheirfeet.RetrievedJanuary22,2016.

Council,T.R.(2012).MetroDallasHomelessAssociation.RetrievedFebruary08,2016.

Foods,W.(2016).WholeCitiesFoundation.RetrievedApril20,2016.

Foods,W.(2016).WholeKidsFoundation.RetrievedApril20,2016.

Foods,W.(2016).WholePlanetFoundation.RetrievedApril20,2016.

IncredibleResultsforJusticeRevivalin2011.(2012).RetrievedJanuary20,2016.

Life,D.(2016).Whoarewe.RetrievedApril20,2016.

Mathis, E.(2014,September03).Dallas HomelessPopulation SeesaJumpinKidsandFamilies,


butFewerChronicHomeless.RetrievedFebruary05,2016.

Momentum,C.(2016).About.RetrievedApril20,2016.

Momentum,C.(2016).Ourmissioninaction.RetrievedApril20,2016.

Tsiaperas, T. (2014, August 29). Number of chronically homeless in Dallas County drops.
RetrievedJanuary20,2016.

Urban Info Specialist, G. A. (2015, June 16). How many people are currently experiencing
homelessnessinDallas?RetrievedFebruary19,2016.

12