1

BUSINESS PLAN:

Mindful Beginnings










Mindful Beginnings, LLC
Rachel Iannazzo, Laura Szondy, Sonja Mydels, Kirsten Adamson
MindfulBeginnings@gmail.com
www.mindfulbeginnings.yola.com







2

Table of contents
Executive Summary...3

General Company Description...............................4

Mission Statement.....4

Objective.4

Goals...4

Business Philosophy..4

Business Plan..4
Target Customer4
Target Location..4
Trends Affecting Business.5
SWOT Analysis..5
Market Research6
Comparison with Potential Competitors.7
Pricing.7
Legal Issues.8
Organizational Chart.9
Personnel.9
Financial Plan9
Start Up Budget...10
Marketing/Advertising Plan...11
Floor plan.11
Appendix...12
References.16

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Executive Summary
Mission Statement:

Our mission is to educate women and caregivers about proper nutrition to ensure adequate health
and development of the growing child.

Purpose:

At Mindful Beginnings we are working to educate families about the ultimate way to nourish a
growing a child. Mindful Beginnings understands how complicated life can get when there is a
new addition to the family. We work to make shopping, cooking, and feeding your family
healthy foods be as easy as possible. Mindful Beginnings decreases the risk of childhood obesity
and related comorbidities by teaching families about nutrition.

Ownership:

Mindful Beginnings is owned and managed by registered dietitians who have backgrounds in
various areas of dietetics. All of the RDs are members of professional nutrition groups to ensure
that they have the most up to date information to give to their clients.

Services:

Mindful Beginnings provides a variety of services to ensure that families are able to make as
many changes as possible towards nourishing their child in the best way. Nutrition counseling
with a registered dietitian, grocery shopping trips with a registered dietitian, and cooking classes
from a Le Courdon Bleu trained chef.
















4


Business Plan
Business Name: Mindful Beginnings
Brief Description:
Registered Dietitians providing nutrition consultations for women and caregivers to achieve
adequate nutrition status for the child from pre-pregnancy to early childhood.
Mission Statement:
Our mission is to educate women and caregivers about proper nutrition to ensure adequate health
and development of the growing child.
Goals:
Educate women and caregivers on proper nutrition and supplement intake during pregnancy and
lactation.
Educate clients on the introduction to solid foods for their child.
Educate clients on childhood nutrition
Educate clients via consultations, grocery shopping trips, and cooking classes.
Objectives:
*Pregnant women will be able to state the amount of folate and protein needed per day
throughout their pregnancy.
*Pregnant women will take a nutritional supplement throughout their pregnancy.
*Clients will be able to list foods that should not be given to infants less than one year of age.
*Clients will be able to state the correct time to introduce solid foods to infants.
*Clients will be able to make at least three different kinds of baby food at home.
*Clients will be able to cook at least two well-rounded meals for their young child.
*Clients will be able to explain to another person how to read a nutrition label when grocery
shopping.
*Clients will be able to plan out three full days of meals for their infant and/or young child.
Philosophy:
It is our belief that educating our clients about proper nutrition intake enables them to have a
successful pregnancy and a healthier start to their childs life. We believe in providing a hands-
on learning experience to instill long-term adherence to adequate nutrition practices.
Target Customers:
Mothers and families of born and unborn children.
Age: Childbearing Age (18-40)
Gender: Male or Females
Income Level: Mean income of 75,000-99,999
Social Class: Middle to Upper Class
Location:
Mindful Beginnings will be located in the city of Minnetonka, Minnesota. The address of
our administrative offices and test kitchen will be located at 501 Minnetonka Blvd. Minnetonka,
MN 55345. This location was selected because of the areas higher income and education levels.
We anticipate this will be accepted by the community due to the large amount of family
residences in this area. With the higher socioeconomic status of the community we feel that they
will be more willing to buy our services compared to customers in a lower socioeconomic
bracket.


5

Trends Affecting Business:
Breastfeeding awareness among Americans
Knowledge of where food is coming from and the trend of health food consciousness
Learning basic cooking skills
People eating at home more than out at restaurants

SWOT:
Strengths:
Offer grocery shopping guide specific to the
mothers stage of pregnancy (pre-pregnancy and
during pregnancy, infancy, and young child)
Offer cooking classes specific to the
mothers stage of pregnancy
Consultations are offered to women and
families that may not meet the requirements for
WIC, but still want help with their pregnancy
There is a social movement of more women
becoming more concerned with taking care of
themselves before, during, and after pregnancy
and we take care of those needs.
In 2010 over 68,000 babies were born to
MN residents and approximately 40,800
pregnancies had inadequate or excessive weight
gain (health state mn)
In 2001 8.9% of Minnesota of pregnant
women had less than 2 prenatal visits (inadequate)
and 12.8% had late prenatal care (first visit later
than 20 weeks) (health state mn)
1,096,832 women of childbearing age in
MN so this means we have a big market for the
program (health state mn)
General prenatal care does not include an
appointment with a dietitian so we will provide
this service
Weaknesses:
Most likely wont get insurance
coverage for prenatal care
Making it affordable to our clients
because will have to pay out of pocket
Renting out a kitchen for cooking
classes may prove difficult, and it would
be too expensive to build one from
scratch
Take time to establish reputation
We will need a very strong public
relations and marketing employee to
market, promote, and network for us to
get initial and ongoing clients
Opportunities:
Income range of Minnetonka residents is
75,000-100,000 (stats metc state)
Make connections with hospitals so doctors
can refer patients to us
Registered Dietitians in charge of all
consultations, grocery shopping classes, and
cooking classes
Create community between mothers and
families
Threats:
Potential customers may equate
Mindful Beginnings with WIC and not
use our services because they feel it is for
a lower socioeconomic class.
During the economic downturn
people may be put off by our prices.
Interest in services may not be
there initially because this is new
concept; it is hard to break into a new
market.
6

Citation:
http://www.health.state.mn.us/divs/cfh/na/factsheets/prenatalcare.html
http://stats.metc.state.mn.us/stats/pdf/MetroStat_IncomeEducationImmigrationACS5yr.pdf

Market Research:
Summary: Based on the statistics below, there is a large market for people our target population.
-61 dietitians in the Twin Cities area
http://findanrd.eatright.org/listing/Search?zipCode=55345&print=true
-5 Dietitians in the Twin Cities area that specialize in either lactation, maternal nutrition, or
pediatric nutrition http://www.eatright.org/programs/rdfinder/
- 7 WIC clinics in Minneapolis and surrounding areas
http://www.wicprograms.org/city.php?city=MINNEAPOLIS&st=MN
-30 breastfeeding coalitions in MN http://mnbreastfeedingcoalition.org/bfa-in-mn/
-67,296 Babies born in Minnesota in 2012
http://www.health.state.mn.us/divs/chs/osr/birthreg/whatsnew.html
Below is a listing of competition in the Twin Cities metropolitan area:
Minnesota WIC clinics: WIC is a nutrition and breastfeeding program that helps young
families eat well and be healthy.
Fairview inpatient and outpatient lactation services: nurses or lactation consultants will
answer questions and help mothers learn about breastfeeding.
http://www.fairview.org/Services/Birthplace/LactationServices/index.htm
Fabulous and expecting: nurses and lactation consultants provide in home classes to
expecting moms on breastfeeding. http://www.carewithheart.com/lactation-consultant-
minneapolis-st-paul-twin-cities.htm
The mother baby center: Lactation consultants provide support with breastfeeding
problems, milk supply concerns, infants with special health concerns, etc.
http://themotherbabycenter.org/find-a-doctor-and-meet-the-team/lactation-consultants
Health partners breastfeeding center: Provides in home or phone consultations to help with
successful breastfeeding. http://www.healthpartners.com/public/care/providers/breastfeeding-
center/
North Memorial Lactation consultation: Certified lactation consultants guide every step of
the way through the breastfeeding journey. https://www.northmemorial.com/north-memorial-
lactation-consultation/#.UpS-m3DOmKI
Amma Parenting Center: Provides child birthing classes as well as lactation support.
http://ammaparentingcenter.com/
Baby Love: Provides inclusive childbirth educations, parenting education, support, and
fitness classes. http://www.babylovemn.com/
Enlightened Mama: Lactation consultants and certified birth doulas provide evidence
based education on the journey of pregnancy, birth, breastfeeding, and parenting.
http://enlightenedmama.com/
The Childbirth Collective: Provides birth professionals who support women and families
during the childbearing year. Professionals include a birth doula, midwife, birth photographer,
massage therapist or a postpartum doulahttp://www.childbirthcollective.org/
Way-Cool Cooking School: Has parent and child cooking classes.
http://www.waycoolcookingschool.com/
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Kitchen in the Market: Primarily provides cooking classes for adults.
http://kitcheninthemarket.com/scheduled.html
Lets Cook Cooking Classes: Provides cooking classes for adults, teens, and children.
http://www.letscook.com/
Whole Foods Market (3060 Excelsior Blvd. Minneapolis, MN 55416): Has three hour scheduled
cooking classes for kids. http://wholefoodsmarket.com/stores/minneapolis/store-calendar

Summary

Mindful Beginnings is based on nutrition counseling and cooking classes specifically for upper
to middle class families. The reason that we believe that our business model will be successful is
due to the evaluated market research results. Based off of these results, we found that there is a
need in the community for a business such as Mindful Beginnings that can offer a variety of
services. Using the information that we gathered about the nutritional trends in the community,
we are confident in our efforts to address these topics.

Comparison with potential competitors

The biggest competitor in our market is WIC, although we have many differences. Our business
is geared towards higher income families who want nutrition education, although families of any
income level are able to participate. Our business plan is also the only business in the Twin
Cities area that will provide nutrition counseling to pregnant women and young families, as well
as cooking classes and grocery store tours. We provide an entire package that other nutrition
counselors or facilities in the area do not provide.

Pricing:

Counseling:
One hour initial Nutrition Assessment $150
One hour follow up: $100.00
30 minute follow up: $75.00
Package deals:
Three one hour sessions plus a grocery shopping trip: $300.00 (Grocery shopping trip is
free)
Three one hour sessions plus a grocery shopping trip and two cooking classes:$350.00
(Savings of $50.00)

Cooking classes:
$50.00 per person per class for existing clients
$75.00 per person per class for non clients

Grocery shopping trips: Part of package deal




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Legal issues:

Mindful Beginnings (name copyrighted) will be an LLC in the state of Minnesota. We will do all
of our transactions in Minnesota. We will need licenses and permits to ensure the competency of
the dietitians of our practice and licenses and permits to ensure the safety and efficacy of our
nutrition care process. We will get licensure as an accountable provider network (APN), defined
by the Minnesota Department of Health (MDH) as a group of health care providers organized to
market pre-natal and post-natal nutrition counseling on a non risk-sharing basis with a health
care purchasing alliance. We will be an APN and will be regulated by the Minnesota Department
of Health through all rulemaking and enforcement powers under Minn. Stat. and licensed
pursuant to Minn. Stat. We will complete and submit an application and meet the requirements
of relevant statutes and rules.

All RDs need to be licensed in MN and have passed their board examination prior to
employment. All RDs will comply with the code of ethics for dietitians and will follow joint
commission guidelines. We will comply with HIPPA to ensure patient confidentiality.

We will have a building permit in the city of Minnetonka, as other non-residential. We will
purchase the building at 501 Minnetonka Blvd. in Minnetonka that was previously a restaurant.
We will build offices in the dining area for consultations and offices and use the commercial
kitchen for cooking classes. Will comply with the necessary regulations of fire, building, and
environmental agencies of Minnesota State.

We will need property insurance to protect our building and land from any losses. Business
interruption insurance is something we will also invest in because we are not a sound business
yet; this ensures that if for any reason, for things that are covered (damage to physical property,
owner is hospitalized, etc), we will still earn the same amount of money as when the business
wasnt interrupted. The premiums are low and it is a good security net for now. We will have
group insurance for employees; life and health insurances must conform to standards set by
Minnesota and federal statute.

Initial and ongoing inventory needs and potential suppliers:
See appendix







9

Organizational Chart:


Personnel:
Owners: Laura Szondy, Rachel Iannazzo, Sonja Mydels, and Kirsten Adamson
Managers: Culinary Director, Operations Manager, Marketing/Sales Manager, and Office
Manager
Support Staff: Maintenance employee and office secretary

Financial Plan:

We made some assumptions to help with the financial plan process. The first year of business is
the slowest for growth. We assumed a monthly growth of 10%. We will focus on marketing our
organization and increasing our clientele. At the end of year 2 we will be established with
doctors/outpatient clinics/hospitals in the Twin Cities metro. Through our partnerships and
networking we will see a greater growth at the end of year 2. By year 3 our growth will plateau.
Our operations manager, office manager, and marketing manager are salaried, working part-time.
The chef and maintenance manager are contacted workers. We are planning this because we will
have a small customer base at the beginning. By year 3 we will be more balanced.
We will purchase food for cooking classes that we have 3 times a week. It will all depend on
who has signed up and what we anticipate. We will purchase ingredients from Costco; since
making food is not a major part of our business we do not foresee having to make an account
with a large food distributor like Sysco.
There are many variables to proposing this financial plan, we took a modest approach, assuming
the worse.


10

Start up Budget:

Estimated startup costs:
Inventory: $112,000
Down Payment on Property: $275,800
Permits: $500.00
The down payment will be divided amongst the four owners of the business. Each owner will
be responsible for contributing $68,950. A loan will be taken out to cover additional startup
costs and expenses.

Estimated Monthly Expenses:
Mortgage on Property: $4,600
Taxes on Property: $1,000
Utilities: $610.00
Insurance: $1,300.00
Repairs: $300.00
Payroll:
o Operations Manager:$2,917
o Office Manager: $2,917
o Marketing Manager: $1,417
o Chef: $360.00
o Maintenance Engineer: $200.00
Inventory: $3,250

12 Month Profit/Loss Projection
Expenses
Mortgage on Property: ($55,200)
Taxes on Property: ($12,000)
Utilities: ($7,320)
Insurance: ($15,600)
Repairs: ($3,600)
Payroll: ($93,720)
Inventory:($39,000)
o Total Losses: $226,440.00

Revenue
Initial Assessments: $150.00 x 421 clients=$63,150.00
Follow-Up Sessions: $100.00 x 210 Clients = $21,000.00
Cooking Class: $50.00 x 210 Clients = $10,500.00
-----------------------------------------------------------------
Total After Year 1 $ 94,650.00
Profit/Loss Projection: ($131,790.00)




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Fixed costs (monthly)

Mortage $ 4,600.00
Property Taxes $ 1,000.00
Insurance $1,300.00
Payroll $7,811.00
Variable Costs (monthly)

Repairs $500.00
Inventory $3,250.00
Utilities $610.00
Total Costs (monthly) $19,071

Break Even Analysis
With a revenue increase of 10% each month we will break even by month 22. Since we will be
doing a lot of marketing in our first year, we expect higher growth in our second year. However,
we still anticipated a 10% increase each month to be modest. After month 22 we will no longer
require loans and will be able to start paying back debt owed.

Marketing/Advertising Plan
We will network through hospital, clinics, schools, grocery stores, and daycare centers. With
their permission, we will advertise using pamphlets, flyers, and business cards. We will have a
sign outside the clinic to announce grand opening. We are targeting the Minnetonka and
surrounding Twin Cities area. We will utilize our marketing/sales manager to create all
professional documents used for the program.
Business Website Page URL: http://mindfulbeginnings.yolasite.com/

Floor Plan of Mindful Beginnings
The floor plan for Mindful Beginnings can be found at:
http://www.floorplanner.com/projects/28131611-mindful-beginnings/edit#assets;q=plants
The floor plan includes office space, reception space, and the kitchen area.




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APPENDIX:

MINDFUL BEGINNINGS INVENTORY SHEET
ITEM DISTRIBUTOR PHONE
NUMBER
Cuvettes Henry Schein Medical-Saint Paul, MN (651) 905-3973
Lancets Henry Schein Medical-Saint Paul, MN (651) 905-3973
Hemoglobin Analyzer Henry Schein Medical-Saint Paul, MN (651) 905-3973
Gauze Henry Schein Medical-Saint Paul, MN (651) 905-3973
Finger Sticks Henry Schein Medical-Saint Paul, MN (651) 905-3973
Bandaids Henry Schein Medical-Saint Paul, MN (651) 905-3973
Stickers Henry Schein Medical-Saint Paul, MN (651) 905-3973
Waste Disposal Containers Henry Schein Medical-Saint Paul, MN (651) 905-3973
Breastfeeding DVDs Henry Schein Medical-Saint Paul, MN (651) 905-3973
Breastfeeding Brochures Henry Schein Medical-Saint Paul, MN (651) 905-3973
Breast Pumps Henry Schein Medical-Saint Paul, MN (651) 905-3973
Toys for kids Henry Schein Medical-Saint Paul, MN (651) 905-3973
Physical Activity Packs Henry Schein Medical-Saint Paul, MN (651) 905-3973
Infant Scale Henry Schein Medical-Saint Paul, MN (651) 905-3973
Adult Scale Henry Schein Medical-Saint Paul, MN (651) 905-3973
Kleenx Henry Schein Medical-Saint Paul, MN (651) 905-3973
Table Paper Henry Schein Medical-Saint Paul, MN (651) 905-3973
Alcohol Wipes Henry Schein Medical-Saint Paul, MN (651) 905-3973
Waste Paper Baskets Henry Schein Medical-Saint Paul, MN (651) 905-3973
Gloves-powder/latex free Henry Schein Medical-Saint Paul, MN (651) 905-3973
Hand Sanitizer Henry Schein Medical-Saint Paul, MN (651) 905-3973
13

Antimicrobial Hand Soap Henry Schein Medical-Saint Paul, MN (651) 905-3973
Lockable File Cabinets S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Jars for Baby Food Target Ridgedale-Minnetonka, MN (952) 542-8250
Food Items for Cooking
Classes
Whole Foods Minnetonka, MN (952) 797-5600
Office Paper S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Computer Printer S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Computer Printer Ink S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Computers S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Computer Keypad S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Computer Mouse S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Flash Sticks S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
File Folders S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Folders S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Envelopes S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Legal Sized Envelopes S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Pens S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Pencils S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
14

Sharpie Markers S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Highlighter Markers S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Staples S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Stapler S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Paper Clips S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Legal Paper Pads S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Post-It Notes S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Calculator S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Tape Dispenser S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Tape S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Desks S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Tables S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Chairs S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
TVs S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
DVD Player S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Business Cards S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
3-Ring Binders S&T Office Products, Inc-Saint Paul, (651) 483-4411
15

MN
3-Hole Punch S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
White Boards S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Dry Erase Markers S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Dry-Eraser S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Cork Boards S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Tacks S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Magnet Boards S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Magnets S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Clipboards S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Clocks S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Coat Rack S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Coat Hangers S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Label Maker S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Labels S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Literature Rack S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Rubber Bands S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
16

Scissors S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Paper Shredder S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411
Telephones S&T Office Products, Inc-Saint Paul,
MN
(651) 483-4411


References:

http://www.health.state.mn.us/divs/cfh/na/factsheets/prenatalcare.html
http://stats.metc.state.mn.us/stats/pdf/MetroStat_IncomeEducationImmigrationACS5yr.pdf
http://findanrd.eatright.org/listing/Search?zipCode=55345&print=true
http://www.eatright.org/programs/rdfinder/
http://www.wicprograms.org/city.php?city=MINNEAPOLIS&st=MN
http://mnbreastfeedingcoalition.org/bfa-in-mn/
http://www.health.state.mn.us/divs/chs/osr/birthreg/whatsnew.html
http://www.fairview.org/Services/Birthplace/LactationServices/index.htm
http://www.carewithheart.com/lactation-consultant-minneapolis-st-paul-twin-cities.htm
http://themotherbabycenter.org/find-a-doctor-and-meet-the-team/lactation-consultants
http://ammaparentingcenter.com/
http://www.babylovemn.com/
http://enlightenedmama.com/
http://www.childbirthcollective.org/
http://www.waycoolcookingschool.com/
http://kitcheninthemarket.com/scheduled.html
http://www.letscook.com/
http://wholefoodsmarket.com/stores/minneapolis/store-calendar
http://floorplanner.com
http://tlc.howstuffworks.com/family/how-to-estimate-cost-of-utilities2.htm