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A Funding Proposal

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

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A Funding Proposal

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  1. A Funding Proposal “Tasteful Giving” Helping Children With Each Mouthful

  2. 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. 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. The Participants • Quattro Fratelli Foods • 13 Donuts Foods • Needy Organizations Needy Organizations

  5. Participant Contributions • Quality product(s) • Existing capacity & equipment • Opportunity for product expansions Needy Organizations • Fund raising experience • Commitment to the project • Sales Management • Are vehicles for raising financial support • Lend support & effort

  6. Participant Benefits • Provides additional business • Fulfills corporate responsibility to community Needy Organizations • Funding of organization • Fulfillment of philanthropic goals • Cost effective fund raising tool • Opportunity to raise $ • Consumer valued product

  7. 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. Product Offerings ALL ORGANIC • Popcorn • BBQ Sauce/Meat Paint • Marinara Sauce • Minestrone Soup • Rum Cake

  9. The Initial Offering

  10. Understanding the Mechanics • Organization and Administration • Fund Raising QuatroFratelli manufactures and ships the products • Product • Proceeds • 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

  11. Plan Implementation Realities “People, not plans, produce results Eventually everything deteriorates into hard work” (Peter Drucker)

  12. THE ECONOMICS RENUMERATION OF PARTNERS “Tasteful Giving” Helping Children With Each Mouthful

  13. Popcorn Distribution Of Proceeds • QuatroFratelli (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 QuatroFratelli $18 • Gross profit before expenses $12

  14. Meat Paint Distribution Of Proceeds • QuatroFratelli (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 QuatroFratelli $18 • Gross profit before expenses $12

  15. 13 Donuts FoodsSource & Use Of Funds

  16. 13 DONUTS FOODSSOURCE & USE OF FUNDS Distribution of profit 13 Donuts Foods - 36 Investors $ 2.23 13 Donuts Children’s Charities $ 1.33 Profit Distributed $4.22

  17. 13 Donuts FoodsSource & Use Of Funds

  18. 13 Donuts FoodsSource & Use Of Funds

  19. Needy Organizations Receive • Easy to sell product • Valued by consumer • Significant retention of proceeds (50%) External cost 50% Proceeds * 50% * Excludes incentive and administrative costs at organizational levels.

  20. 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. Pro Forma @ 200,000 Cases Unit 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. Pro Forma @ 1,500,000 Cases Unit 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

  23. THE MARKETING PLAN “Tasteful Giving” Helping Children With Each Mouthful

  24. 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. 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. Promotional/Media Strategy • Promotion, Product Placement & Celebrity Tie-ins • Publicity • Social Networking • Website • Email Blasts • CPC Online Media Buys

  27. Promotional • 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: • 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 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 ShowGift bags • and more…

  28. Publicity An 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 • Magazines • Women focused • Food focused • Family focused • General Interest • Online • News Portals • Women and Family focused websites Radio Newspapers

  29. Social Networking Social 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. 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. 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. Media Buys Click 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. Q&A

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