chowbus final report_wcjgbsag

Adam Goldwasser, Brianna Socci, Jamie Gil, Wyatt Chartrand

LOGIConsultants

CHOWbus Strategic Growth Recommendations

Making the CHOWbus sustainable and attacking hunger at the source.

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LOGIConsultantsExecutive Overview

Manley’s Service Learning Project

May 5th, 2015

The CHOWbus Project

CHOWbus Mission: To end hunger in Broome County by distributing fresh produce into the community.

LOGIConsultants would like to thank a few sponsors and people without whom, this project would not happen:

Executive Overview

Brianna SocciConsulting & Leadership

MarketingSpring 2016

Meet LOGIConsultants

Adam GoldwasserConsulting & Leadership

MarketingSpring 2016

Wyatt ChartrandFinance

Consulting & LeadershipSpring 2016

L eaders hip S tudies

C enter for

L eaders hip S tudies

C enter for

Jamie GilConsulting & Leadership

Spring 2015

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Executive Overview

• Broome County Council of Churches was founded in 1941.

• CHOW is a program of the BCCC.

• CHOWbus is a project of CHOW that was founded in 2014.

• Low-cost, No-cost mobile farm stand that delivers fresh produce.

• Last season, CHOWbus distributed 40,000 pounds of produce.

• All proceeds from CHOWbus get reinvested back into CHOW to support USDA lunches.

Organizational Timeline

One in six people in Broome County live in poverty!

Current State of the CHOWbus

Currently, the CHOWbus has several stops in the community, mainly in high poverty areas, where it offers no cost produce to those living in poverty and low cost produce to those who can afford it. The proceeds from the low-cost produce go to funding USDA lunches for children living in poverty each summer.

• Innovative Model to fulfill CHOW mission

• Strong relationships and partnerships

• Ethical mission to provide healthy alternatives to those with food insecurity

• Consumer education and awareness of CHOWbus model

• Social media exposure• Financial performance

of low-cost sales• Data collection and

management

Positives Areas for Improvement

Executive Overview

CHOWbus

NO COstLOW COst

ReveNue GeNeRatiON & DONatiONs

GiveaWay PRODuCe fOR

fOOD iNseCuRe

fuNDiNG fOR usDa LuNCHes

fOR kiDs iN tHe summeR

6 7

Executive Overview

Our Two-Pronged FocusMarketing Sustainability

Off campus communities initiative

Stop-Mapping Analytics

Social Media Marketing

Effective Print Advertising

Executive Overview

Project Phases

Phase One• Information

Gathering• Organizational

Research

Phase Four• Deliver

Recommendations• Begin Off-Campus

Students Initiative

Phase Three• Began Marketing

Campaign• Analyzed

Sustainable Strategies

Phase Two• Met with director

and staff• Obtained Human Subjects

Certification

Phase One• Analyzed HBS

cases and increased applicable knowledge to help non-profit.

• Did independent research about the history of the CHOW organization, specifically the CHOWbus program.

• Developed knowledge of leadership models and business analytical tools.

Phase Two• Met with CHOW

director and gathered further information.

• Established weekly meeting schedule

• Visited CHOW warehouse to observe processes and met staff.

• Developed Survey questions and obtained necessary certification.

Phase Three• Developed

several print materials including schedule/postcard, brochure and flyer to improve awareness.

• Shared CHOWbus’s Facebook and boosted likes by 23%.

• Developed and delivered sample Facebook posts.

Phase Four• Contacted

Off-campus communities to determine feasibility of initiative which will have ROI of $4,511

• Created social media handbook to make the tool sustainable for future use.

• Finished group book and submitted final deliverables.

Over 800 Person-Hours this Semester!

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Future Vision

With hard work and determination, LOGIC foresees the CHOW-bus being a self-sustainable project of the CHOW program in one year from now. With careful and dedicated adherence

to our recommendations, the CHOWbus can grow awareness for its innovative model and will subsidize its current market by marketing its produce to off-campus students. The CHOWbus

will stop at off-campus communities each week, will generate a new revenue stream and will recruit a new crop of volunteers.

Year Two of the CHOWbus

• 3 stops on off-campus community initiative• Daily Facebook posts based off delivered

content

• Expanded social media campaign• Better forecasting due to improved

data management

Table of ContentsExecutive Overview

1. Project Dedication...............................pages 10-11

2. Team Introduction................................pages 12-13

3. Programs and History of CHOWbus.....pages 14-15

4. Project Phases....................................pages 16-17

5. Recommendations..............................pages 18-36

6. Implementations.................................pages 37-47

7. ROI Calculations.................................pages 48-56

8. Models................................................pages 57-71

9. Appendix...........................................pages 72-106

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The LOGIConsulting team would like to say thank you to everyone who helped us along this journey, and guided us through the process of developing this report.

Mike Leahey, director of CHOW, and CHOW staff, thank you for your open arms, and welcoming us into your organization. Through your mission and vision, we have all been inspired and appreciate the hard work you each put into your organization each day. The CHOWbus is truly a remarkable expedition and will change the lives of many people in our community. We are extremely thankful to you for providing us with this opportunity to further our growth and knowledge.

Kim Jaussi, thank you for providing us with the opportunity to experience real-life consulting. We have all obtained a tremendous amount of skills and capabilities in order to conduct business strategically. This group product has helped us work cohesively, and has prepared us for our future careers. Throughout this class, we have gained the knowledge and involvement crucial to our growth as successful adults, and these skills will be useful our entire lives.

Luke Henson, thank you for taking the time to meet with us every week. Your guidance has helped us realize our true potential, and has pushed us to accomplish things we did not think possible. You have taught us professional engagement skills that we will utilize in our future careers, and have motivated us to think outside of the box on our recommendations and implementations.

Patty Gabriel, thank you for standing by our side throughout this journey. We appreciate everything you do for not only us but for many other college students.

Matt and Sindhura, thank you for taking time out of your busy schedules to get to know our organization and each of us. Not only do you have your own personal projects, but you provided the time to help us with ours. Thank you for your assurance, and providing us with the confidence we needed to complete this project.

Manley’s Mighty Mart and Big Al’s Pizza, thank you for funding this project in years past. Your involvement is the reason this project can continue and change the lives of many students.

Mirabito, thank you for sponsoring this is once in a lifetime opportunity. This project has changed our lives in so many ways. Without your sponsorship, this experience would not have been possible, and we could not have impacted such an important organization.

With this experience, we will thrive with future endeavors.

Project Dedication

1110

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Get to know the LOGIConsultants

Adam is finishing his junior year at BU. He is currently the manager of a popular event venue. He would like to start his own business after gaining experience in consulting or marketing.

Brianna Socci

Consulting & LeadershipMarketing

Spring 2016

Adam Goldwasser

Consulting & LeadershipMarketing

Spring 2016

Wyatt Chartrand

FinanceConsulting & Leadership

Spring 2016

Jamie Gil

Consulting & Leadership

Spring 2015

Brianna is finishing her junior year at BU. She is a transfer from SUNY Broome. She plans to obtain her Master’s degree and look for a job in project management or consulting.

Jamie is a graduating senior at BU. She is a transfer student from Edmonds Community College in Washington State. She plans to look for a job in consulting.

Wyatt is finishing his junior year at Binghamton University. He is a transfer from SUNY Jefferson Community College. He plans to look for a job in consulting, finance, project management, or administration. He also plans to eventually obtain his MBA.

About LOGIConsultants: As a group, we strive for cohesiveness and effective leadership in order to provide a lasting impact. We do this by accompanying Broome County CHOWbus project in developing strategies to further it’s mission and support the community.

Our Name: LOGIConsultants provide strategic recommendations that are not only logical in development but practical in application.

Our Mission: To shatter the expectations of our clients by providing them with tools necessary to facilitate exponential growth for their business.

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History of the CHOWbus

Programs of CHOW

• Assists individuals and families in true emergencies

• Services include utility assistance, funding for prescription medications, emergency housing, and personal care items

• 30 food pantries currently

• 35 soup kitchens• People are granted

access with a referral from First Call for Help

• Broome County’s only food recovery program

• Collects food that would otherwise be thrown away

• Food is distributed to local soup kitchens and community meal programs

• Collaboration between CHOWfarm and five growing partners

• In 2013, exported 7,000 pounds of produce

• 100% of food grown is redistributed through CHOW programs

• Developed to deliver healthy food options to those who lack access to them otherwise

• Last season distributed $92,000 worth of produce into the community

• Annual event at BU that has been going on for 30 years

• Members create or sponsor a team to provide meals for those who struggle with food insecurity

• Goal to raise funds to support 250k meals

The CHOWbus is a new project of Broome County CHOW launched in July of 2014. The CHOWbus is a mobile farm stand that serves low cost and no cost produce to the community. There are over 30,000 people who live in poverty in Broome County whom the CHOWbus serves. Last season, the CHOWbus purchased $12,000 worth of produce, but was able to distribute over $92,000 worth of produce into the community with the help of donations. All proceeds made from low cost markets and donations are used to purchase and distribute USDA lunches to at-risk youth during the summer.

bROOme COuNty COuNCiLOf CHuRCHesfOuNDeD iN 1941

CHOWfOuNDeD iN 1976

CHOWbusfOuNDeD

iN2014

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• Information Gathering• Organizational Research

PHase 1 PHase 2

• Met with director and staff• Obtained Human Subjects

Certification

• Began Marketing Campaign• Analyzed Sustainable Strategies

• Deliver Recommendations• Begin Off-Campus Students Initiative

PHase 3 PHase 4

• Analyzed HBS cases and increased applicable knowledge to help non-profit.

• Did independent research about the history of the CHOW organization, specifically the CHOWbus program.

• Developed knowledge of leadership models and business analytical tools.

sHaReD vaLues

stRateGy

stRuCtuRe

systems

skiLLs

staff

styLe

• Met with CHOW director and gathered further information.

• Established weekly meeting schedule

• Visited CHOW warehouse to observe processes and met staff.

• Developed Survey questions and obtained necessary certification.

• Developed several print materials including schedule/postcard, brochure and flyer to improve awareness.

• Shared CHOWbus’s Facebook and boosted likes by 23%.

• Developed and delivered sample Facebook posts.

• Contacted Off-campus communities to determine feasibility of initiative which will have ROI of $4,511

• Created social media handbook to make the tool sustainable for future use.

• Finished group book and submitted final deliverables.

ROI $4,511

Project Phases

18 19

MarketingTable of Contents

MarketingArea of Focus

1. Social Media Optimization............pages 20-212. Postcard Infographic..............pages 22-233. Revamped Brochure.................pages 24-254. Flyer Advertisement..........pages 26-27

Recommendations

Complex Model of Low Cost/No Cost

Platform

Difficult Consumer Education

Awareness for CHOWbus

Social Media

Campaign

Transparent and Readily

Available Schedule

Simple yet Effective Print Advertisement

Materials

Because of the complex nature of the CHOWbus project, consumer education is a challenge. With an effective marketing campaign, the CHOWbus can educate the public about all it has to offer

and gain a larger customer base through its raised awareness.

Barriers

Resources

ROI

Current Situation

Implementation Difficulty

Impact to CHOWbus

References

Our Future Vision...

21

Benefits

Recommendation

CHOWbus Progress

Phase Two

Phase One

Phase Three

20

Social Media

Logic recommends that the CHOWbus regularly post status updates on Facebook including detailed information about where the bus is located, exciting new features, new produce specials, pictures of the daily market including happy customers willing to have their picture taken, and a location tag for the stop.

• Free marketing tool to raise awareness, education, and engagement• Especially important for Binghamton University Students• Potential new customers to be gained from a growing following for the CHOWbus• Easily analyze feedback directly from CHOWbus’s market--from Facebook

comments• Demonstrates that the organization is evolving with modern trends and is diverse

with its marketing strategy• Ability to easily advertise upcoming events

• Demands a lot of time to maintain• Inconsistent Internet access in rural areas with

low connectivity• Monitor consumer feedback for appropriateness• Consistency of posts by all employees

January 2015:There were no regular Facebook updates, the marketing tool was barely utilized.

March-April 2015:Delivered Facebook content to the CHOW organization. CHOWbus used sample content on April 8th.

May-October 2015:CHOWbus will post to Facebook regularly using sample content; refer to handbook for any procedural issues.

$199

• Access to CHOWbus Facebook page with administrator privileges

• On-site employees with access to Facebook handbook

• Underutilization of valuable social media tools such as Facebook.• Employees have limited access to CHOWbus Facebook page.• Limited knowledge of how to use social media, especially more advanced features

such as Facebook surveys and analysis tools.

• CHOWbus posts a status daily, detailing the bus route and schedule, including daily specials. Appealing pictures of the market with satisfied customers are uploaded with the post.

• Upcoming events are posted at least a week in advance.• Pictures from events and bus stops are posted multiple

times a week.

Optimization1

Implementation- Page 38ROI Calculation- Page 49SWOT Analysis- Page 59McKinsey 7S- Page 65Balanced Scorecard- Page 67Good to Great Model- Page 69Facebook Handbook- Pg 73-87

Benefits

Recommendation

Barriers

CHOWbus Progress

Phase Two

Phase One

Phase Three

Resources

ROI

Current Situation


Impact to CHOWbus

References


2322

Postcard

Logic recommends that the bus have a postcard sized schedule that they can distribute at each bus stop market. If each customer has a hard-copy schedule to refer to, they will always know where the bus is stopping and when so they can go to their normal stop or to a different stop if they miss theirs.

• Schedule will be readily available to the potential and existing customers• Small, convenient size for easy distribution

Infographic2 • CHOWbus lacks a conveniently accessible schedule.

• Sustaining costs associated with printing, especially color printing, will be challenging.• Extra time will be needed to create and then distribute the postcard.

• Advertising budget• Employee who is aware of schedule of knows

how to change it on postcard• Staff to print materials

• Constant updating of the schedule• High printing costs, especially in color

• Postcard stack sits near cash register, and is inserted inside of every box of food a consumer takes.

• Consumers ideally hang postcard on their refrigerators.

January 2015:No postcard

March-April 2015:Developed postcard, received feedback, altered postcard to accommodate feedback

May-October 2015:Postcard implemented on CHOWbus

$5,377

CHOWbus

Implementation- Page 39ROI Calculation- Page 50SWOT Analysis- Page 59Balanced Scorecard- Page 67Sample Postcard- Page 88

Benefits

Recommendation

Barriers

CHOWbus Progress

Phase Two

Phase One

Phase Three

Resources

ROI

Current Situation


Impact to CHOWbus

References


2524

Revamped3Brochure

Logic recommends the usage of a brochure to communicate to its customers the impact they are providing for the community. Customers will be more influenced to buy if they are aware where they sit on the supply chain. The revamped brochure will be more graphic-oriented and less text-filled, which will have a more immediate response within the consumer.

• Provide customers with knowledge of CHOWbus’ mission.• Create a connection between CHOWbus and the kids who receive the USDA

lunches.• Educate consumers on the CHOWbus’ unique and innovative supply chain

• Current pamphlet doesn’t adequately raise consumer awareness of the organization’s mission and where the consumer is located on the consolidated supply chain.

• Advertising budget• Staff to print materials

• BC3 administrative approval• Printing costs, especially color prining

• Brochures are consistently distributed from CHOWbus at events and stops.

• Consumers are completely aware of where proceeds go from CHOWbus.

January 2015:Ineffective brochure - too long and wordy

March-April 2015:Developed 2 sided pamphlet; short but impactful message. Altered to accommodate feedback

May-October 2015:Pamphlet implemented on CHOWbus

$914

Implementation- Page 40ROI Calculation- Page 51SWOT Analysis- Page 59Balanced Scorecard- Page 67Sample Brochure- Page 89

Benefits

Recommendation

Barriers

CHOWbus Progress

Phase Two

Phase One

Phase Three

Resources

ROI

Current Situation


Impact to CHOWbus

References


2726

Flyer4

Logic recommends a general print advertisement that can be hung to target any untapped markets. The community is largely aware of the CHOW organization, but it is important that community know about the CHOWbus and how anybody can purchase low cost produce from it.

• Does not need to be updated often.• Raise additional awareness among existing consumers.• Educate potential new consumers in untapped markets.

• CHOWbus lacks a strong, singular print advertisement to raise awareness and educate a new market with off-campus students.

• Advertising budget• Staff to print and hang flyers

• Additional printing costs• Time to distribute and hang flyers• Permission to hang flyers

• Flyers are seen in churches, on bulletin boards throughout campus, and community “hot spots” such as restaurants and community centers. January 2015:

No print advertisement hung in community for CHOWbus

March-April 2015:Developed flyer, delivered, altered to accommodate feedback

May-October 2015:Flyers hung around community

$1,748

Advertisement

Implementation- Page 41ROI Calculation- Page 52SWOT Analysis- Page 59Balanced Scorecard- Page 67Sample Flyer- Page 90

28 29

SustainabilityTable of Contents

5. Off Campus Communities.............pages 30-316. Data Collection..................pages 32-337. Demographic Mapping....................pages 34-35

SustainabilityArea of Focus

Recommendations

Annual Goal of Funding USDA

Lunches

Dependent on Grants

Sustainability for CHOWbus

Off-Campus Communities

Initiative

Complete Data

Collection

Streamlining Bus Schedule

Because the CHOWbus project has an annual goal of funding USDA lunches, most of its current

revenue goes into funding that, making the actual operation of the bus dependent on

grants. The CHOWbus could create a sustainable future for itself through a streamlined schedule with an added revenue stream from a large

local demographic.

Benefits

Recommendation

Barriers

CHOWbus Progress

Phase Two

Phase One

Phase Three

Resources

ROI

Current Situation


Impact to CHOWbus

References


3130

Off-Campus5

Logic recommends the CHOWbus add a new market to its demographic that can consistently pay for the low cost produce and on its own subsidize the USDA lunches. The CHOWbus should stop at three off-campus student communities for one day of its weekly schedule. CHOWbus should also look into obtaining a premium charge from each community for providing the amenity of fresh produce to its residents.

• New market can subsidize USDA lunches, furthering mission• Fills demand among off campus students• Potential revenue from premium charged to off-campus communities

• The CHOWbus does not currently have a single market that can consistently pay for produce and act as a sustainable source of revenue.

• Increased funds for extra gas and maintenance costs associated with transportation

• Off campus community management will possibly not allow bus to park on property, or create bureaucratic obstacles

• Bus is too big to feasibly park in some locations.• Cost of penetrating a new market

• Premium price charged to students--would ideally be used to cover the costs of CHOW’s USDA lunch goal.

• Extra revenue generated from each stop used to cover costs or other business needs.

• BU Off-Campus housing partnership with CHOWbus.

January 2015:Collecting data and information about market sustainability

March-April 2015:Seek a new market; analyze different markets, demands and opportunities; propose off-campus student market

May-October 2015:Keep in contact with University Plaza and try to expand to Twin Rivers

$4,511

Communities

Implementation- Page 42ROI Calculation- Page 53SWOT Analysis- Page 59Balanced Scorecard- Page 67Financial Projections- Pg 92-95Survey Data- Page 96-105

Benefits

Recommendation

Barriers

CHOWbus Progress

Phase Two

Phase One

Phase Three

Resources

ROI

Current Situation


Impact to CHOWbus

References


3332

Data6

Logic recommends the CHOWbus enforces a clipboard sign in sheet for non-payer customers to document the produce they are taking. The more complete data will allow CHOW to publish impactful statistics as to exactly how many people they serve in the community.

• Data can be used to forecast revenue at each stop• Data can be used to forecast inventory needed at each stop• Accurate data on how many people are served at each stop

• The CHOWbus currently has no data collection process in place for non-payers. Because of this, no accurate data of total people served.

• Clipboard for non-payers to document the produce they are taking

• An employee or volunteer will be needed to help record and manage data collection

• Non-Payers may be afraid of the stigma associated with getting free produce and may be reluctant to have their transactions recorded

• Creates an inconvenience for non-payers, increasing the transaction time

• Before approaching a stop, the CHOWbus will have an estimate about how many payers and non-payers will visit the bus that day.January 2015:

Non-payers “grabbed and go”

March-April 2015:Recommend to document non payer transactions and propose clipboard sign in versus at register transaction

May-October 2015:Decide which method to use and implement

$486

Collection

Implementation- Page 44ROI Calculation- Page 54SWOT Analysis- Page 59Balanced Scorecard- Page 67Good to Great Model- Page 69

Benefits

Recommendation

Barriers

CHOWbus Progress

Phase Two

Phase One

Phase Three

Resources

ROI

Current Situation


Impact to CHOWbus

References


3534

Logic recommends that CHOWbus conducts a market analysis either once a month, or when their schedule changes to determine demographics served at each stop.

• Long-term cost saving and development of best practices.• Improved ability to forecast supply and demand.• Collecting crucial data on the demographics of each stop that will allow

CHOW to streamline its stop rotation.

• Does not have data pertaining to each stop’s inventory compared to sales.• Cost-cutting measures should be taken whenever appropriate to avoid overspending.• Needs to establish a route that maximizes revenue, removing stops that attract few

customers.

• Instructions on how to create a demographic map and utilize demographic data.

• Employee to create demographic map and utilize data.

• Analysis may be time consuming, especially when the schedule changes

• The CHOWbus can identify the demographics of its market, and perform the analysis

January 2015:No data was collected regarding stop profitability

March-April 2015:Analyzed financials and developed demographic map, write instructions on how to create demographic map

May-October 2015:CHOWbus conduct this analysis once a month, or when weekly stops change

$1,840

DemographicMapping

7

Implementation- Page 45-47ROI Calculation- Page 55SWOT Analysis- Page 59Balanced Scorecard- Page 67Good to Great Model- Page 68

36 37

ImplementationTable of Contents

1. Social Media Optimization...............page 382. Postcard Infographic......................page 393. Revamped Brochure .......................page 404. Flyer Advertisement........................page 415. Off Campus Communities..........pages 42-436. Data Collection...............................page 447. Demographic Mapping .............pages 45-46

Implementations

RecommendationsSummary

Marketing Sustainability

The Low-Cost/No-Cost Mobile Farm Stand that Delivers Fresh

Produce Direct to You!

Every $2 That You Spend Feeds a Hungry Child!!!

CHOWbus to You

Feeding the Kids 3 Otseningo Street

Binghamton, NY 13903 Phone: 325.555.0125

[email protected] Facebook: CHOWbus

The CHOWbus

Interested in fresh, high quality produce at a price you can

afford? Consider the CHOWbus!

Net proceeds from this Low-Cost/No-Cost Mobile Farm Stand Feed Hungry Children in our Community

Check Daily Locations on Our CHOWbus Page on Facebook

LOW-COST NO-COST MOBILE

FARM STAND

THE CHOWBUS IS A PROJECT OF BROOME COUNTY COUNCIL OF CHURCHES

3 OTSENINGO ST., BINGHAMTON, NY 13903 607.724.9130

WWW.BROOMECOUNCIL.NET

Social Media Optimization

Postcard Infographic

RevampedBrochure

FlyerAdvertisement

Off Campus Communities

Data Collection

Demographic Mapping

38 39

Social MediaOptimization

1

1. Learn how to post, edit, and delete a status by referring to Facebook Handbook

2. Post a status before every stop by referring to sample content in Facebook Handbook (Repeat

3. Post pictures/videos of fresh produce, satisfied customers, and the market set up; pictures once a week, a video once a month. Refer to sample content in Facebook Handbook

4. Post details regarding an event at least one week in advance

5. Reply professionally to consumer comments and remain engaged to any activity on the page

6. Contact local businesses and organizations to increase awareness and create partnerships a couple of times a year

Implementation

2 PostcardInfographicImplementation

1. Locate electronic file of postcard

2. Adjust demo schedule to fit the current schedule of the CHOWbus as needed

3. Print schedule

4. Pass schedule out on bus, and stack extras near register

5. Store extra schedules at office and on the bus for distribution

40 41

RevampedBrochureImplementation

3 4 FlyerAdvertisementImplementation

1. Locate electronic file of brochure

2. Print designated amount of copies

3. Put brochure on display at local events and stops

4. Print extra brochures when needed (Repeat)

1. Locate electronic file of flyer

2. Print flyer

3. Strategically decide where to hang flyers to optimize customer awareness

4. Ask management of chosen places for permission to hang flyers

5. Assign employee to hang flyers

6. Check on flyers once a year and replace if needed

42 43

5 Off-CampusCommunitiesImplementation

1. Contact Management of prospective stops (UP, Twin Rivers, Chenango)

2. Discuss Feasibility and Logistics of parking the CHOWbus at each residential community and negotiate premium charge

3. Reach agreed upon day and time to stop at each community

4. Market CHOWbus services and scheduled stop times through each community’s listserv

5. Add New stops to CHOWbus Schedule and Stop there weekly during School year

Map Of Off-Campus Community Stops

44 45

7

1. Buy clipboard

2. Develop spreadsheet with a list of items given away and attach to clipboard (Repeat)

3. Ask non-payer customers to document on spreadsheet what they are taking (Repeat)

4. At the end of the day, gather information from spreadsheet (Repeat)

5. Once a year, use information from spreadsheet to develop statistics to publish to the community and to keep for CHOW records

DemographicMappingImplementation

6 DataCollectionImplementation

1. Collect key numbers such as how much of each kind of produce is sold at each stop, and the sources of revenue at each stop (cash, EBT transactions, donations).

2. Use this information to decide which stops are worth eliminating (refer to demographic map)

3. Replace eliminated stops with more profitable stops (refer to demographic map)

4. Refer to demographic map to plan for supply and demand (Repeat)

5. Perform demographic map analysis every time schedule changes

46 47

7 DemographicMappingImplementation (cont)

Percentage of Sales by the Stop:1. Calculate total amount of sales at Harry L. stop for month of March Total Sales for Harry L. stop for month of March=$74.602. Calculate total amount of sales for the CHOWbus for month of March Total sales for CHOWbus for month of March=$861.703. Calculate percentage of sales at Harry L. stop for month of March Percentage sales of Harry L. stop for month of March=$74.60/$861.70=8.66%

Instructions for Demographic Mapping:(Conduct this Analysis Every Time the Schedule Changes)Harry L Apartment Stop Example:

Percentage of Low-Cost Customers Served:1. Calculate total number of low cost customers at Harry L. stop for month of March Total number of low cost customers at Harry L. stop for month of March=362. Calculate total number of low cost customers for CHOWbus for month of March Total number of low cost customers for CHOWbus for month of March=5833. Calculate percentage of low cost customers at Harry L. stop for month of March Percentage of low cost customers at Harry L. stop for month of March=36/583=6.17%

Percentage of EBT Users:1. Calculate total number of EBT users at Harry L. stop for month of March Total number of EBT users at Harry L. stop for month of March=32. Calculate total number of EBT users for CHOWbus for month of March Total number of EBT users for CHOWbus for month of March=263. Calculate percentage of EBT users at Harry L. stop for month of March Percentage of EBT users at Harry L. stop for month of March=2/26=7.69%

Percentage of Donations:1. Calculate total donations at Harry L. stop for month of March Total amount of donations at Harry L. stop for month of March=$5.002. Calculate total donations for CHOWbus for month of March Total donations for CHOWbus for month of March=$22.503. Calculate percentage of donations at Harry L. stop for month of March Percentage of donations at Harry L. stop for month of March=$5.00/$22.50=22.22%

YMCA JC

BC LibraryNicholas

Notch

Meal Site: First

assembly of god

Harry L. Apartments

Metro Plaza

$ SaleS=24.14%# Of peOple=20%# Of eBT=0%DOnaTiOnS=30.67%

$ SaleS=18.29%# Of peOple=19.04%# Of eBT=65.38%DOnaTiOnS=1.33%

$ SaleS=9.15%# Of peOple=4.8%# Of eBT=0%DOnaTiOnS=22.22%




48 49

Social MediaOptimization ROI

ROI

• increaSeD revenue=40 exTra peOple (2/3 Of increaSeD faceBOOk likeS) x $14.80 (average SpenT per perSOn per year)=$592

• exTra yearly DOnaTiOnS=$44.40 (7.5% Of revenue)• cOST=$0 (nO cOST fOr faceBOOk memBerShip)• OppOrTuniTy cOST=1 emplOyee TO SpenD 1 hOur a week

On faceBOOk x $8.75 minimum wage x apprOximaTely 50 weekS a year Of pOSTing STaTuSeS=$437.50

• $592+$44.40-$43.50=$198.90• ROI=$198.90

$199

Return on InvestmentTable of Contents

1. Social Media Optimization...............page 492. Postcard Infographic......................page 503. Revamped Brochure........................page 514. Flyer Advertisement.........................page 525. Off-Campus Communities................page 536. Data Collection...............................page 547. Demographic Mapping....................page 55

Return on Investments

1

50 51

ROI

*eSTimaTing 3 ScheDule changeS per year, 500 carDS per ScheDule*• The chOwBuS ServeS apprOximaTely 3,500 paying peOple

per SeaSOn. 10% are eSTimaTeD TO reTurn Due TO The implemenTaTiOn Of The pOSTcarD ThaT OTherwiSe wOulD nOT have reTurneD, apprOximaTely 350 aDDiTiOnal cuSTOmerS

• increaSeD revenue = 350 new paying cuSTOmerS per year x $14.80 (average SpenT per perSOn per year) = $5,180

• exTra yearly DOnaTiOnS = $388.50 (7.5% Of revenue)• cOST = prinTing aT STapleS = 1,500 carDS fOr $160.98 +

SaleS Tax = $173.86• OppOrTuniTy cOST = 1 emplOyee fOr OrDer anD pick up =

1 emplOyee x 2 hOurS x $8.75 minimum wage = $17.50• $5,180+$388.50-$173.86-$17.50• ROI = $5,377.14

$5,377ROI

• On DiSplay aT BrOOme cOunTy wic Office-10 peOple, Bu hOmecOming-TOTal 300, influenceD By pamphleTS-5, mural feST-TOTal 200, influenceD By pamphleTS-5, hunger walk-TOTal 800, influenceD By pamphleTS-20, paraDe Day-TOTal 5,000, influenceD By pamphleTS-25= 65 TOTal

• increaSeD revenue= 65 exTra peOple x $14.80 (average SpenT per perSOn per year)=$962

• exTra yearly DOnaTiOnS=$72.15 (7.5% Of revenue)• cOST=prinTing aT STapleS=250 pamphleTS fOr $79.99 +

$14.99 fOr cOlOr On Back + SaleS Tax=$102.58• OppOrTuniTy cOST=1 emplOyee fOr OrDer anD pick up=1

emplOyee x 2 hOurS x $8.75 minimum wage=$17.50• $962+$72.15-$102.58-$17.50• ROI=$914.07

$914

PostcardInfographic ROI

RevampedBrochure ROI

2 3

52 53

ROI

• hang aT 3 caThOlic churcheS-apprOx. 100 peOple per church 5% influenceD x 3 churcheS=15 peOple

• hang On campuS-12,000 STuDenTS TOTal, 1/3 (4000) Of STuDenTS See flyer, 1/2 are influenceD x 5% are mOveD TO acTiOn=100 peOple

• increaSeD revenue=115 exTra peOple per year x $14.80 (average SpenT per perSOn per year)=$1,702

• exTra yearly DOnaTiOnS=$127.65 (7.5% Of revenue)• cOST=prinTing aT STapleS=$50 flyerS fOr 34.99 + SaleS

Tax=$37.80• OppOrTuniTy cOST=1 emplOyee fOr OrDer, pick up, anD

DiSTriBuTiOn=1 emplOyee x 5 hOurS x $8.75 minimum wage=$43.75

• $1,702+$127.65-$37.80-$43.75• ROI=$1,748.10

$1,748ROI

• increaSeD SaleS revenue=$33,303 (See appenDix)• revenue frOm premiumS = $7,500 ($2500 per STOp, 3 STOpS)• exTra yearly DOnaTiOnS=$2,498(av. Of 5%-10% Of SaleS)• TOTal IncRease In Revenue = $43,301• cOST=$86 fOr exTra gaS

(9.5 mileS per Trip/7 mpg x $3.20/gallOn = $4.34 per Trip x 20 TripS per year = $86.4)

• $500 exTra mainTenance

• OppOrTuniTy cOST=20 DayS per year aT STuDenT STOpS x 5 hOurS a week x 2 emplOyeeS x $8.75 minimum wage=$1,750

• prODuce cOST = $31,000(3946 peOple ServeD x 54% paiD = 2131 paiD cuSTOmerS fOr 12k in prODuce --> aSSume

5,500 peOple ServeD per SeaSOn requireS $31,000 in prODuce)

• TOTal cOSTS = $33,336• $43,301-$33,336• ROI=$4,511

$4,511

FlyerAdvertisement ROI

Off-CampusCommunities ROI

4 5

54 55

ROI

• (prOviDe cOmmuniTy wiTh STaTiSTicS On weBSiTe)• average Of uSerS On faceBOOk, yOuTuBe, anD

TwiTTer=184 x 25% influenceD = 46 peOple

• increaSeD revenue=46 exTra peOple x $14.80=$680.80• exTra yearly DOnaTiOnS=51.06 (7.5% Of revenue)• cOST=clipBOarD aT DOllar Tree=$1.00• OppOrTuniTy cOST=1 emplOyee Time TO DOcumenT DaTa

frOm clipBOarD=1 emplOyee x 1 hOur per week x 28 week SeaSOn x $8.75 minimum wage=$245.00

• $680.80+$51.06-$1-$245• ROI=$485.86

$486ROI

• pOSSiBly cuT 2 STOpS perfOrming pOOrly, anD SpenD mOre Time aT pOpular STOp)

• *each STOp cOSTS apprOximaTely $593.33• increaSeD revenue=cuT cOSTS frOm 2 STOpS=$1,186.66

($593.33 x 2)• exTra yearly DOnaTiOnS=$89(7.5% Of revenue) • revenue earneD frOm pOpular STOp=$2,125.50+ $593.33

SaveD cOSTS frOm cuTTing 1 STOp=$2,718.83• cOST=lOST revenue earneD aT 2 cuT STOpS=$1,534.50• OppOrTuniTy cOST=1 emplOyee TO DO analySiS 3 TimeS

a year=1 emplOyee x 3 hOurS a year x $8.75 minimum wage=$26.25

• ROI=$1,840.41

$1,840

DataCollection ROI

DemographicMapping ROI

6 7

56 57

ModelsTable of Contents

1. SWOT Analysis..........................pages 58-592. Porter’s Five Forces................pages 60-613. BCG Matrix..............................pages 62-634. McKinsey 7S............................pages 64-655. Balanced Scorecard................pages 66-676. Good to Great..........................pages 68-697. Supply Chain..................................page 708. Operational Model...........................page 71

Models

Return onInvestment Summary

Social Media Optimization--------------------> $199

Postcard Infographic------------------------> $5377

Revamped Brochure-------------------------> $914

Flyer Advertisement-------------------------> $1748

Off-Campus Communities---------------------> $4511

Data Collection-----------------------------> $486

Demographic Mapping-----------------------> $1840________________________________________________

TOTAL RETURN ON INVESTMENT $15,075

58 59

How does this ModelApply to CHOWbus?sWOt aNaLysis

Internally, this analysis highlights the organization’s strengths and weaknesses. It demonstrates what the organization needs to

optimize, and what weaknesses it needs to minimize. Externally, it illustrates opportunities that the organization needs to take

advantage of, and it also recognizes what threats it needs to be aware of. Above are questions typically associated with each of

the four SWOT areas.

abOut tHis mODeL:

sTRengThs:whaT DO yOu DO well?

whaT are yOur aDvanTageS?whaT relevanT reSOurceS DO

yOu have?whaT Of ThOSe yOu Offer

OTher peOple can See aS an aDvanTage?

Weaknesses:hOw can yOu imprOve yOur

OfferingS?whaT DO yOu DO prOperly Or nOT

aT all?iS yOur cOmmunicaTiOn up TO

DaTe?iS yOur BuDgeT availaBiliTy enOugh TO cOver all aDverTiSing neeDS?

OppORTunITIes:which are The BeST OppOrTuniTieS in

The near fuTure?whaT are The markeT TrenDS?

whaT iS The BeST periOD Of The year TO Offer yOur ServiceS?

whaT niche yOu may Try TO aTTack anD cOver wiTh

yOur OfferingS?

ThReaTs:whaT OBSTacleS cOming frOm The markeT Or frOm The cOmpeTiTOrS?

whaT iS The wOrST periOD TO prOmOTe The acTiviTy?

new TechnOlOgieS may affecT The TrenDS?

whaT are The new prODucTS On markeT ThaT cOulD Be a ThreaT?

sTRengThs:-STrOng relaTiOnShipS/parTnerShipS.

-mOBiliTy anD cOnvenienT acceSS fOr cOnSumerS.

-healThy fOOD.-eThical miSSiOn

-acceSS TO alTernaTive funDing SOurceS Such aS granTS anD DOnaTiOnS.

-inDiviDualS anD BuSineSSeS are mOre likely TO DOnaTe BecauSe Of The eThical anD emOTiOnal

miSSiOn Of chOw--very liTTle invenTOry waSTe.

Weaknesses:-STraineD reSOurceS (e.g., Time anD funDing).

-funDing OBSTacleS.-fOOD ShOrTageS.

-high vOlunTeer/emplOyee TurnOver.-weak cOnSumer awareneSS/eDucaTiOn.

-TraDiTiOnal revenue (i.e., ThrOugh SaleS) iS DifficulT TO achieve anD mainTain.

-weak leveraging Of SOcial meDia.-pOOr uTilizaTiOn Of DaTa anD lack Of DaTa

cOllecTiOn.

OppORTunITIes:-expanSiOn BaSeD On DifferenTiaTiOn.

-reaching OuT TO a mOre miDDle-claSS markeT

-new, Off-campuS STuDenT markeT.-furTher DevelOpmenT Of exiSTing STraTegic

parTnerShipS.-creaTiOn Of new STraTegic parTnerShipS.

-DOminaTe Their markeT.-canvaS wealThy DOnOrS (privaTe inDiviDualS

anD OrganizaTiOnS).-SOcial meDia DevelOpmenT anD

OpTimizaTiOn.

ThReaTs:-BrickS anD mOrTar grOcery STOreS

- high price elaSTiciTy amOng mOST cOnSumerS (fOr lOw-cOST mODel).

-vulneraBle TO SeaSOnaliTy (in regarDS TO vOlunTeer availaBiliTy anD changeS in DemanD

fOr ServiceS).-vulneraBle TO a BrOaD ecOnOmic upSwing (OrganizaTiOn may ceaSe TO exiST if DemanD

fOr iTS ServiceS cOllapSeS).-DifficulT TO cOllecT accuraTe anD cOmpleTe

DaTa TO analyze.

The CHOWbus should continue to maximize its strong relationships and connections, providing healthy food to the community developing strategies in innovative ways. The CHOWbus needs to minimize its weaknesses by improving

awareness throughout the community, prioritizing its strained resources, managing its high volunteer and employee turnover rate. The CHOWbus needs

to acknowledge its enticing opportunities by dominating its niche market, introducing a new target market (off-campus communities), and developing a partnership with Binghamton University. The CHOWbus should avoid threats such as low-cost competitor pricing (e.g., Aldi’s), the price sensitivity of its customers,

and demand fluctuations with season

60 61

How does this ModelApply to CHOWbus?

BaRgaInIng pOWeR Of supplIeRs

• Supplier’S prODucTS are eSSenTial TO The OrganizaTiOn’S Survival

• Only a few large SupplierS

• The OrganizaTiOn iS largely unimpOrTanT TO The SupplierS’ Survival

pOWeR: hIgh

BaRgaInIng pOWeR Of BuyeRs

• cOnSumerS purchaSing lOw-cOST prODucTS have high price SenSiTiviTy anD can purchaSe prODucT frOm OTher lOw-cOST cOmpeTiTOr OpTiOnS

pOWeR: hIgh

ThReaT Of neW enTRanTs

• unique Service wiTh BarrierS TO enTry

• eSTaBliSheD relaTiOnShip wiTh aT-cOST Supplier

ThReaT: lOW

ThReaT Of suBsTITuTIOn• cOnSumerS purchaSing

lOw-cOST prODucTS have high price SenSiTiviTy anD can purchaSe prODucT frOm OTher lOw-cOST cOmpeTiTOr OpTiOnS

pOWeR: hIgh

RIvalRy amOng exIsTIng cOmpeTITORs

• nO real cOmpeTiTOrS in ThiS niche markeT

• lOwer cOST Than mOST lOw cOST grOcery OpTiOnS

cOmpeTITIOn: lOW

BaRgaInIng pOWeR Of supplIeRs

BaRgaInIng pOWeR Of BuyeRs

ThReaT Of neW enTRanTs

ThReaT Of suBsTITuTIOn

RIvalRy amOng exIsTIng

cOmpeTITORs

PORteR’s 5 fORCes

The Porter’s Five Forces model identifies and analyzes five competitive forces that shape every industry, and helps determine an industry’s weaknesses and strengths. Porter’s model assesses a firm’s advantages compared with other firms in an industry. According to Porter, there are five forces that shape an industry: new entrants, the power of suppliers, the power of customers, the threat of substitution,

and a company’s core capabilities to compete against these four other forces.

abOut tHis mODeL:

Because the CHOWbus does not need to focus a lot on competitors, it needs to spend time maintaining relationships with its suppliers. It

does not have many suppliers, and its supplier’s products are essential for survival. The CHOWbus needs to also resist temptation to raise

prices because its low cost customers are very price sensitive.

62 63


staRs

- LOW-COst CHOWbus

QuestiON maRks

-usDa LuNCHes fOR kiDs - NO-COst CHOWbus - PaNtRies - sOuP kitCHeNs

- HuNGeR WaLk - CHOW faRm

CasH COWs

bCG matRiXReLative maRket sHaRe

(CasH GeNeRatiON) ReLative maRket sHaRe(beNefits/sOCiaL imPaCt)

ma

Rk

et

GR

OW

tH

Ra

te

(Ca

sH

us

aG

e)

ma

Rk

et

GR

OW

tH

Ra

te

(fiN

aN

Cia

L R

et

uR

Ns

)

HiGH LOW

HiGH LOW

HiG

H

LO

W

LO

W

$

$A BCG (Boston Consulting Group) matrix is a graph to help (often for-profit) companies analyze their strategic business units (SBUs) and product lines.

Any unit, program, or product that falls into the “Star” category has both a high growth and is generating a lot of cash flow. Items in this category should be given particular attention to manage their success and to prevent them from faltering. Any item falling into the ‘Question Mark” category should be

monitored carefully for signs of further development. This type of item exhibits conflicting behavior (such as high cash flow generation but low market

penetration, or vice versa). This item could potentially become either a “Star” or a “Dog,” depending upon how the organization manages it. Cash Cows, on the other, are items that have a low growth rate in the market (having already been established), but reliably generate a lot of cash. These items should be managed sustainably. The last category, the “Dog,” is generally detrimental to the business. It generates little cash and manages little market growth or penetration for any number of reasons. It is advisable that the organization

terminate the item at its earliest convenience and reallocate resources more efficiently.

abOut tHis mODeL:

- HOPe

DOGs

We recommend that the CHOW continues to invest resources in the Hunger Walk and CHOW Farm because they produce revenue. We also recommend that CHOW keeps its “Question Mark” programs because of their social impact. If CHOW were cut a program, we recommend HOPE,

because it is not be utilized as much as its other programs.

HiG

H

64 65


sHaReD vaLues

stRateGy

stRuCtuRe

systems

skiLLs

staff

styLe

sHaReD vaLues:learning, paSSiOn, SympaTheTic,

nOn-juDgmenTal, helping cOmmuniTy

stRateGyenD hunger in BrOOme cOunTy

prOviDe healThy prODuce fOr familieS

Serve wiTh innOvaTive SOluTiOnS

chOwBuS

DifferenTiaTeD fOOD Delivery

varieTy Of prODuce

“lOw cOST, nO cOST mODel”markeT inDOOrS in BaD weaTher

stRuCtuRecOuncil Of churcheS-BOarD Of DirecTOrS, fOOD recOver

prOgram chOw-aDviSOry cOmmiTTee, hOSpiTal miniSTry, jail miniSTry, faiTh in acTiOn

systemsmOralS anD valueS

vOlunTeering

wanTing TO help anD BeTTer The cOmmuniTy

granTS anD DOnaTiOnS

cOuncil Of churcheS

styLeShOOT fOr The STarS On every

prOjecT

high “lOfTy” STanDarDS

guiDance, BuT neeDS mOre managing

parTicipaTive

staffhigh emplOyee TurnOver

many vOlunTeerS

repeaTing vOlunTeerS

TechnOlOgy anD leaDerShip rOleS

skiLLsTechnOlOgy SkillS gap

SOcial meDia

manual

aT-riSk yOuTh

jOB Training

STrOng SOfT peOple SkillS

The 7S model, developed by McKinsey, is a tool that analyzes a firm’s organizational design by looking at seven key internal elements: strategy, structure, systems, shared values, style, staff, and skills, in order to identify

if they are effectively aligned and allow organization to achieve its objectives as a single unit. The model distinguishes between two types of

elements: “soft,” and “hard.” Strategy, structure and systems are hard elements that are much easier to identify and manage when compared

to soft elements. On the other hand, soft areas, although harder to manage, are the foundation of the organization and are more likely to

create the sustained competitive advantage.

abOut tHis mODeL:

mCkiNsey 7s

As a nonprofit, we recommend that the CHOWbus continue to focus on the “soft S’s”. These areas allow the CHOWbus to support its overall

mission in helping the community.

66 67


A Balanced Scorecard is a strategy planning and management system to align business activities to the vision and strategy of the organization, improve internal and external communications, and

measure organizational performance against strategic goals.

abOut tHis mODeL:

baLaNCeD sCOReCaRD

cusTOmeR

“To achieve our vision, how should we appear To our cus-Tomers?”

fInancIal

“To succeed financially, how should we appear To our share-holders?”

InTeRnal BusIness pROcesses

“To saTisfy our shareholders & cusTomers, whaT business processes musT we excel aT?”

leaRnIng and gROWTh

“To achieve our vision, how will we susTain our abiliTy To change and improve?”

vIsIOn and sTRaTegy

cusTOmeROBjecTIves:cuSTOmer eDucaTiOn

anD meeTing cuSTOmer neeDS

eThically

measuRes/acTIOns:

cOncerTeD markeTing

effOrTS, SurveyS anD Their

reSulTS, eTc.

fInancIalOBjecTIves:financial

SuSTainaBiliTy ThrOugh SaleS

inSTeaD Of granTS

measuRes/acTIOns:

SaleS Of lOw-cOST prODuce

anD DOnaTiOnS via The BuS

InTeRnal BusIness pROcesses

OBjecTIves:STreamlineD

markeTing anD imprOveD DaTa

Tracking

measuRes/acTIOns:faceBOOk

OpTimizaTiOn anD BrOaDer

markeTing effOrTS

leaRnIng and gROWTh

OBjecTIves:prOviDe healThy

OpTiOnS anD eDucaTe The

puBlic aBOuT fOOD inSecuriTy

measuRes/acTIOns:

raTiO Of healThy prODucTS TO leSS

healThy OneS

vIsIOn and sTRaTegy

We recommend that the CHOWbus focus on the Learning and Growth Perspective of the Balanced Scorecard. This way, the CHOWbus maintains

effective employees, who understand and execute the mission. Also, organizational cohesiveness to manage operations for productivity.

68 69


LeveL 5 fiRst WHO... CONfRONt tHe HeDGeHOG CuLtuRe Of teCHNOLOGy

LeaDeRsHiP tHeN WHat bRutaL faCts CONCePt DisCiPLiNe aCCeLeRatORs

DisCiPLiNeD PeOPLe DisCiPLiNeD tHOuGHt DisCiPLiNeD aCtiON

buiLD uP... b R e a k t H R O u G H

GOOD tO GReatmODeL

LeveL 5 fiRst WHO... CONfRONt tHe HeDGeHOG CuLtuRe Of teCHNOLOGy

LeaDeRsHiP tHeN WHat bRutaL faCts CONCePt DisCiPLiNe aCCeLeRatORs

DisCiPLiNeD PeOPLe DisCiPLiNeD tHOuGHt DisCiPLiNeD aCtiON

buiLD uP... b R e a k t H R O u G H

mike is a HumbLe,

PassiONate LeaDeR

He is DeteRmiNeD

tO iNfLueNCe HeaLtHy eatiNG

Habits ONtO tHe COmmuNity

CHOWbus NeeDs DRiveN

emPLOyees aND vOLuNteeRs

WHO aRe COmmitteD

tO CHOW’s PuRPOse aND

missiON

must PRiORitize GOaLs aND aLLOCate

ResOuRCes aCCORDiNGLy uNDeRstaND tHe LeveL Of POveRty aND

HOW imPORtaNt its seRviCes

aRe

CHOWbus must WaNt tO

HeLP PeOPLe iN NeeD

if tHe CHOWbus is GOOD at PROviDiNG

its seRviCes, OtHeRs WiLL Pay

fOR it

mike aND OtHeR

LeaDeRs iN tHe

ORGaNizatiON NeeD tO

COmmit tO GOaLs aND ObjeCtives

tHey must aLsO Pass tHis

DisCiPLiNe ONtO tO

emPLOyees

OPtimiziNG faCebOOk aND OtHeR

sOCiaL meDia DeviCes WiLL

HeLP PRODuCe aWaReNess

eXCeL sPReaDsHeets

WiLL HeLP WitH Data

maNaGemeNt

6 elements form a basis for thinking about strategy for moving from mediocrity to industry leadership:

1. Level Five Leaders – ambitious and for the cause not themselves, driven by VABES

2. First who, then what – make sure they have the right people to do the job, find best

3. Confront the brutal facts – have discipline to acknowledge and confront problems

4. Hedgehog concept – what are you best at? Passionate about? What will earn revenue?

5. Culture of discipline – sticking to core hedgehog concepts & not trying to do other things

6. Technology accelerators – technological solutions to specific problems not everything

Flywheel Effect – in building greatness there is no single one defining action, rather the process is like pushing a giant heavy flywheel I one direction turn upon turn

building momentum until a point of breakthrough and beyond

abOut tHis mODeL:

Although we believe all aspects of this model are important, Technology and the Hedgehog Concept are key areas for the CHOWbus. If the CHOWbus optimizes its already existing technology, it can obtain better data management to produce

overall organization effectiveness. The Hedgehog Concept will motivate the CHOWbus to provide services that the low cost community wants to pay for.

70 71

OperationalSupply Chain

suPPLieRs

beHLOG & sONs

DONatiONs

fOOD baNks

maiNes

CHOW faRm

CHOW

CHOWbus

PaNtRies & sOuP

kitCHeNs

usDa LuNCHes

HOPe

CHOWbus

NO COstLOW COst

ReveNue GeNeRatiON & DONatiONs

GiveaWay PRODuCe fOR

fOOD iNseCuRe

fuNDiNG fOR usDa LuNCHes

fOR kiDs iN tHe summeR

Model

7372

Appendix Table of Contents

1. Facebook Handbook.................pages 73-872. Sample Postcard.............................page 883. Sample Brochure............................page 894. Sample Flyer...................................page 905. New Venture Projections..........pages 91-956. Survey...................................pages 96-106

Appendix

LOGIConsultants1

74

Logging in to Facebook …………..................……. 3

Posting Statuses …………………….....…......…….... 4• Adding Pictures …………….....…...……………. 5 • Tagging Locations …………......…………...…... 7

Editing Posts ………………………......……………... 10

Deleting Posts ………………………......…..……….. 12

Logging out of Facebook…………........…............ 23

Status Suggestions and Recommendations……. 14

Table of Contents: Step 1: Login to facebook.com

Step 2: Locate Login

7532

77

Step 3: Enter Credentials

Step 4: Locate Status Box

76

Step 5: Write desired Status (Status samples can be found in the back of the handbook)

Step 6: Click camera icon to add photo

4 5

78 79

Step 7: Click camera icon, this window will show up

Step 8: Click desired photo, and click “choose”

Step 9: Image will be imported to status

Step 10: Click tag icon to add a location

6 7

80 81

Step 11: Type location(And Click Recommended responses if available)

Step 12: Location will be tagged

Step 13: Click “Post”

Step 14: Review Final Status

8 9

82 83

Step 15: If post needs editing, Click Drop-Down Icon in Top Right, and Click “Edit Post:”

Step 16: Refer back to status box

Step 17: Make edits, and click “Done editing”

Step 18: Post will be updated

1110

84 85

Step 19: If You Wish to Delete the Post, Click Drop-Down Icon, and Click “Delete:”

Step 20: Window will pop up to confirm Deletion, Click “Delete Post”

Step 21: Post will be Deleted

Step 22: To Log Out, Click Drop-Down Icon at Top Right of Page, and Click “Log Out:”

12 13

86 87

Our Recommendations:• A post should be made every day.

• The post should illustrate where the bus will be stopping and the amount of time it will spend at each stop. Statuses should include any produce particular to that day.

• A picture of that particular produce being that day offered should be included.

• Occasionally, photos of the team operating the bus should be posted, as well as photos of the bus attending any events.

Sample Photo

Status Suggestions:Monday: I hope you all are enjoying this beautiful weather! Come by the CHOWbus today, we are located at ________ from ________. Browse through our awesome selection of low-cost produce and make a donation to support your local community! We accept cash, credit, debit, and EBT.

Tuesday: Are you hungry for some fresh produce? Come get it from the CHOWbus! Today we are located at ______ from ______. We have many options at affordable prices. Did we mention all proceeds will go towards helping families in need? We accept cash, credit/debit, and EBT.

Wednesday: Trying to find ways to help your community? Come check out the CHOWbus! We are a mobile food pantry that provides healthy low-cost food to the public. Every $2.25 you spend will provide a lunch for a hungry child. We are located at _____ from _____! We accept cash, credit/debit, and EBT.

Thursday: From ______ we will be located at _____. Stop by and check out our awesome selection of produce! We hope to see you there! We accept cash, credit/debit, and EBT.

Friday: Thank goodness it’s Friday! Need to stock up on produce for the weekend? Come by the CHOWbus at _____ from _____. Our produce is all fresh and offered at incredible low prices! We accept cash, credit/debit and EBT.

14 15

8988

The Low-Cost/No-Cost Mobile Farm Stand that Delivers Fresh

Produce Direct to You!

Every $2 That You Spend Feeds a Hungry Child!!!

CHOWbus to You

Feeding the Kids 3 Otseningo Street

Binghamton, NY 13903 Phone: 325.555.0125

[email protected] Facebook: CHOWbus

Front Back

Sample Postcard Sample Brochure

9190

The CHOWbus

Interested in fresh, high quality produce at a price you can

afford? Consider the CHOWbus!

Net proceeds from this Low-Cost/No-Cost Mobile Farm Stand Feed Hungry Children in our Community

Check Daily Locations on Our CHOWbus Page on Facebook

LOW-COST NO-COST MOBILE

FARM STAND

THE CHOWBUS IS A PROJECT OF BROOME COUNTY COUNCIL OF CHURCHES

3 OTSENINGO ST., BINGHAMTON, NY 13903 607.724.9130

WWW.BROOMECOUNCIL.NET

Sample Flyer

Our Team projected CHOWbus’s weekly sales increase from the Off-campus Community Initiative based on the assumption that each 10 percent of each community’s population would be a customer of the CHOWbus in the first week.

We assumed that through word of mouth, the customer base would grow by an additional 2.5 percent resulting in a 12.5 percent of the community population customer base for week two.

By week three, based off the same priciple we assume this customer base would grow to 15 percent, and that due to growth, customer base would reach 17 percent by week four. We assume that each customer would spend $6.00 and based off this notion, we project sales to be $5,559 for the first month.

For the remaining four months, we assume that revenue remains stable at $1,734 per week resulting in a total of $27,744 for the remaining four months. If we combine these results with the first month, the first year’s sales would be $33,303.

In addition to sales revenue, we project that CHOWbus will collect a $7,500 premium and $2,498 in donations resulting in a total revenue of $43,301. From this we deducted the gas price, maintenance, and produce costs totaling at $31,586. Therefore, we project the net income from this venture to be $11,714.

Financial Summary

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Week 13 Recommended

StopsCommunity Population

% of Potential Customers

Customer Estimate

Single Customer Revenue

Estimated Revenue

University Plaza 1100 10% 110 $6.00 $660 Twin River Commons 400 10% 40 $6.00 $240 Chenango Place 200 10% 20 $6.00 $120

Week 1 Revenue $1,020

Week 23 Recommended



Customer Estimate


Estimated revenue

University Plaza 1100 12.5% 137.5 $6.00 $825 Twin River Commons 400 12.5% 50 $6.00 $300 Chenango Place 200 12.5% 25 $6.00 $150 Week 2 Revenue $1,275

Week 33 Recommended



Customer Estimate


Estimated revenue

University Plaza 1100 15% 165 $6.00 $990 Twin River Commons 400 15% 60 $6.00 $360 Chenango Place 200 15% 30 $6.00 $180 Week 3 Revenue $1,530

Week 43 Recommended



Customer Estimate


Estimated revenue

University Plaza 1100 17% 187 $6.00 $1,122 Twin River Commons 400 17% 68 $6.00 $408 Chenango Place 200 17% 34 $6.00 $204 Week 4 Revenue $1,734

Total Revenue for Month 1 $5,559

Remaining 4 months Projected Weekly Schedule3 Recommended



Customer Estimate


Estimated revenue

University Plaza 1100 17% 187 $6.00 $1,122 Twin River Commons 400 17% 68 $6.00 $408 Chenango Place 200 17% 34 $6.00 $204 Revenue for each remaining week for the season $1,734

Total Revenue for Remaining 4 months $27,744

**Assume revenue remains stable for the next four months** (1 week = $1734 x 4weeks = $6,936 per month x 4 months = $27,744)

fiRst yeaR ReveNue: $33,303

PROjeCteD WeekLy saLes

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RevenueSales Revenue $33,303 Premium Revenue $7,500 Donations $2,498 Total Revenue for off-campus initiative $43,301

ExpensesGas Price $86 Maintenance $500 Produce Cost $31,000 Total Expenses $31,586

Net Income $11,714

Income Statement From Venture

PROjeCteD saLes &usDa LuNCH iNCRease

Projected Sales per CustomerAvailable produce

items Price Expected

Quantity SoldExpected Sales

Apples $0.50 3 $1.50 Broccoli $0.75 0 $- Bananas $0.25 5 $1.25 Zucchini $0.25 1 $0.25 Eggplant $1.75 0 $- Tomatoes $0.50 2 $1.00 Potatoes $0.20 0 $- Oranges $0.50 3 $1.50 Cucumber $0.50 1 $0.50 Projected Revenue $6.00

USDA Lunch Increase from VentureCost of 1 USDA Lunch 2.25

Potential Lunches Provided (Units) 3560(Profit/Cost of 1 USDA Lunch)Desired amount of USDA lunches (Units) 1400

Percent Increase 154%

3.7 X mORe tHaN PReviOus GOaL!

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SurveyProcess with Human Subjects: Before we could develop the survey, every LOGIConsultant member was required to undergo a training process to obtain a Human Subjects certification. This provided us with ethical principles in order to conduct research. Once certified, we began developing our survey questions. Once completed, we had to create a Human Subjects account, and answer several questions about the basis of our survey. We then wrote up a Protocol Narrative which was an important piece of our research proposal. This narrative explained in great detail our research project, and how we would execute it. From there, we established an Informed Consent. This is a written document that was provided to our survey participants outlining the risks and benefits associated with the research, and the rights they have as volunteers. We then developed a Waiver of Documentation of Informed Consent. This allowed us to administer a survey online, in which participants could not provide their signature. We needed to explicitly explain that our survey delivered no harm to participants and that they were subject to minimal risk. Once we submitted these materials to Human Subjects and received approval, we administered our survey and analyzed results.

Who was surveyed and how they were approached: Our goal of the survey was to determine whether or not our proposed recommendation was feasible. While working with the CHOWbus, we recognized a huge opportunity and demand for fresh produce within the off campus student communities. Because we wanted an easy way to collect a lot of responses, we decided to send our survey out through the SOM listserv. This way, every SOM student would receive an email with the survey, many of them being off campus students.

What we wanted to see: To understand this better, we wanted to survey off campus students to identify their willingness to support the CHOWbus. We had several notions that we wanted to prove. First, we needed to detect students’ awareness of CHOW and the CHOWbus Project. We anticipated the majority of students had a decent idea of what CHOW is and what it does for the community. Next, we needed to uncover where the bulk of the students live. We hoped to find that many of them live in University Plaza, because this is one of our recommended stops for the CHOWbus. We then wanted to see the percentage of students with and without a car. This would then align with their difficulty to get to the grocery store. We hoped to see a struggle because it would mean a higher desire for CHOWbus’ services. We then wanted to see students’ inclination to buy produce from the CHOWbus. This is important because we expected the majority to be accepting of the idea, meaning the CHOWbus can establish a market there. Next, we wanted to find out what times during the day the CHOWbus could obtain the most student traffic. We expected, and hoped, that evening hours worked best for students. This was predictable because students are on campus during the day, and we personally desired evening hours because then the student markets would not interfere with CHOWbus’ already existing stops. To end our survey, we wanted to know if there were any

other products students might be interested in buying from the bus. This will let CHOW know where they can expand product lines in order to maximize profitability.

HUMAN SUBJECTS RESEARCH REVIEW SAMPLE

INFORMED CONSENT

Project Director of Principal Investigator: LEAD 353 studentsTitle of Project: CHOWbus

You are invited to participate in a survey for the CHOWbus project. We hope to learn whether to not the off-campus student market will be a feasible initiative for the CHOWbus.

If you decide to participate, you will answer a few questions that will help us collect data for our project and the CHOWbus itself.

All participants are given the chance to provide their email address at free will. If you provide your email address, you will be given the chance to win a $20 gift card. If you provide your email address, you may be identifiable. Any participants who do not provide their email address cannot be identified.

All data collected from this survey will be kept in a locked cabinet in the Center for Leadership Studies.

Your decision whether or not to participate will not prejudice your future relations with the Binghamton University and the Center for Leadership Studies. Your participation is voluntary, if you decide to participate; you are free to withdraw your consent and to discontinue participation at any time without prejudice.

Before you sign the form, please ask questions on any aspect of the study that is at all unclear to you. If you have any additional questions, concerns, or complaints later or wish to report a research related problem, Brianna Socci (607-341-6797) will be happy to answer them. If at any time you have questions concerning your rights as a research subject or you have questions, concerns, or complaints about the research you may call Binghamton University’s Human Subject’s Research Review Committee at (607) 777-3818.

If you agree to the study, click next below.

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Survey cont Survey cont

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Survey cont

Survey Conclusion:By analyzing our survey, most of our assumptions were reinforced. The majority of the participants have heard of Broome County CHOW, but were not aware of CHOW’s new project CHOWbus. This provides crucial data with the fact that it will be much easier to advertise for the CHOWbus is students are already aware of CHOW. From the data we collected, there was a wide range of locations off campus students live. The majority live throughout the downtown Binghamton area. Another larger portion lives in University Plaza, while a total of 10% live in Hawley and Chenango Place. With this, the CHOWbus can plans stops for the University Plaza, and a convenient location in downtown Binghamton. When it comes to the amount of off campus students who have vehicles, results are almost even. Although the majority has cars, there is still a decent size market that would rely on CHOWbus’ services. The majority of the students surveyed do not have a hard time getting to the grocery store, but there is still a percentage that do. Although students can make it to the grocery store without a problem, this still does not discount the convenience the CHOWbus provides.Almost all students surveyed stated that they would be willing to by produce from the CHOWbus, proving to the CHOW that the off campus student market would be feasible. If the CHOWbus were to market to off campus students, the time to visit these communities would during evening hours. We assume this is the case because students are on campus during the day. The bus should plan to visit off campus communities after typical school day hours. If the bus decides to expand its products offered, to better suit the market, it should consider items such as gum and hygiene products.

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LOGIConsultants

Thanks YOUFOR THIS AMAZING

OPPORTUNITY!

chowbus final report_wcjgbsag

Documents

chowbus sustainable

chowbus program

project of chow

chow director

lowcost produce

chow warehouse

chow organization

shared chow