EXECUTIVE SUMMARY

Brandaid Project. Senior Project Leader Job Description. March 18/2010

 

A. Summary of Project Director Mission.

The Senior Project Director will have a leadership role in activating and launching
a multi faceted business plan and vision. They will be working directly with the
Founders and principles and supported by a diverse and highly skilled volunteer
team and network. The ideal candidate will have the ability to make things happen
in four key areas; Marketing, Deal making with key partners, Investor fund raising
and on line Marketing.

Specifically, the deliverables for 2010 are:

Launch 3 new Brands.

Help execute the first phases of Brandaid Haiti

Launch a Marketing and PR campaign.

Drive sales through retail, ecommerce and events.

Raise investor and foundation capital.

Establish key retail partnerships.

Win 3 to 5 corporate sponsorship agreements.

B. Business description

1. Product/Service
BRANDAID Project is a new for profit social enterprise committed to closing a
market divide that isolates thousands of microenterprise communities in least
developed countries and deprives them of the full value of their creations. It is a
unique business model that for the first time brings modern branding, marketing,
Hollywood celebrity, web 2.0 capabilities and the international networks such as
UNESCO and CARE to the hand-made microenterprise world. BRANDAID
Project is a scalable business model.

BRANDAID Project will generate revenue in two lines of business;

1) The sale of unique branded collections through 3 channels; an

ecommerce portal Brandaidproject.com , specialty retail and
events/exhibitions.

2) Corporate sponsorships that will support and fund various aspects of

the BRANDAID Project mission.
 Product lines will include specially designed branded collections of art and wall
décor, fashion/textiles, jewelry and ceramics.

BRANDAID Project identifies high potential artisan communities that are Master
led and community based. It creates a brand name, wordmark and positioning
then works with the communities, Masters and outside designers to develop a
collection. The entire collection is purchased up front at the asking price. The
work is photographed, catalogued, coded and warehoused. The Collection is
then launched on BRANDAID Project’s e-commerce platform supported by a
launch event and other marketing activities.

When the enterprise reaches sustained profitability, profits will be shared with the
artisans and their communities.

The value and authenticity of the work is certified by BRANDAID Project and in
some cases by UNESCO’s Award of Excellence. ( 450 prequalified communities)

Brand and marketing assets are produced with the probono suppport of ad
agencies, digital and design companies and by creative volunteers.

C. Accomplishments To Date
In Year One (i.e. 2009) BRANDAID Project was devoted to building the
foundation of a scalable, profitable social enterprise. Specifically the team set
about executing a plan to accomplish three things;

1) Build and test the business and revenue model ( including the launch of two
artisan communities ) and maximize learning,
2) Launch the BRANDAID Project vision and brand with key audiences,
networks and supporters,
3) Refine the business plan, identify key opportunities and set a course for
expansion into 2010 and beyond.

These three things have been accomplished and in the process a number of
significant opportunities have been identified.

The Business Model.

BAP was piloted in Haiti where we developed and launched two artisan
communities; Croix des Bouquets ( metal sculptors ) and Jakmel Carnivale (
Papier Mache Artisans). Two unique collections have been designed and
brought to market.

The BRANDAID Project website and E Commerce portal has been built, tested
and optimized.

The business model also includes a not-for-profit organization that is set up to

raise and manage funds for skill and community development.
Establishing the Brand and the Idea.
 BRANDAID Project was launched with the support of Hollywood and Vanity Fair
magazine with two high profile events and media coverage. ( Oscar week,
Fashion week ).

UNESCO as well as designers, entrepreneurs and artisan communities from

around the world have come forward to collaborate with Brandaid Project.

Sales Learning and new opportunities.

There have been promising sales results with events and retail. The collections
have generated $65,000 US in sales from the two launch events and confirmed
BAP’s ability to sell at prices above the norm for similar products.

We are now collaborating with our first retail distributor Surevolution works with
companies such as Anthropologie, William Sonoma and Pottery Barn.

We have road tested our e commerce portal but have not achieved our first year
sales targets largely due delays required to optimize the site and prepare our
marketing plans.

2010 Product Development.

In 2010, BAP plans to launch a minimum of three new collections outside of

Haiti. We also have three proprietary branded concepts in development.

The Haitian Earthquake and Brandaid Haiti.

Brandaid Haiti was created as our response to the disaster. It is designed to help
revitalize the artisan sector applying the core principles of market access and
brand power to get Haitian artisans back to work. The goal is to ensure these
artisans and communities emerge from this disaster in a better position than
before so they can develop markets and sell their work. The strategy is to enlist
corporate sponsors and other funders to fuel this development work. To date, we
have a commitment from Scotiabank and a request for a project proposal from
The Clinton Foundation.

D. Business goals -
Mid - Long Term

Establish BRANDAID Project Inc. as the world’s foremost marketer of

microenterprise products and a Brand that represents a new consumer
movement.

Short Term – 2010

Fully activate each line of business including: retail, on line and sponsorship.

Launch a minimum of three new brands.

 Move the enterprise to sustained profitability and growth.

Launch Brandaid Haiti with sustained funding and a link to the core business.

Contact: Tony Pigott CEO JWT Canada, Co Founder Brandaid

Project. Tony.pigott@jwt.com.

Links:

 http://www.BRANDAIDProject.com    
 
The Globe and Mail re Brandaid Haiti and Brandaid Project
 

http://www.theglobeandmail.com/news/world/haiti/project-­‐jacmel/a-­‐brandaid-­‐solution-­‐for-­‐damaged-­‐
artisans/article1486312/  

http://www.theglobeandmail.com/report-­‐on-­‐business/brand-­‐power-­‐comes-­‐to-­‐worlds-­‐
poorest/article1415632/