Professional Documents
Culture Documents
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
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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.
1.3ProposalEffects
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.
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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
2.3DallasLife
2.4WholeFoodPastPhilanthropies
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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).
3.
TheProposal
3.1Outline
Whole Foods will take on the extremely difficult task of decreasing Dallas homeless
populationinanewinandinnovativeway.
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
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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.
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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
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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.
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WholeFoodsMarket2016
5.
FAQ
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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
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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.
Uponrequest,thisdocumentistobeimmediatelyreturnedtoWholeFoodsMarket.
Signature
Name(printed)
Date
Thisisabusinessplan.Itdoesnotimplyofferingofsecurities.
References
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WholeFoodsMarket2016
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.
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.
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