Odunayo Arowolo

Emese Böröcz

John Rastler

Lindsey K. Spector

Dan Stratila

Strategic Planning

Syracuse University

Group 1Business Plan

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Business Plan-“Concrete Care”

Executive Summary.....................................................................................................................................3

Market analysis...........................................................................................................................................3

NGO Description, Operations......................................................................................................................4

Introduction.............................................................................................................................................4

Operations...............................................................................................................................................5

Pasadena Office.......................................................................................................................................5

Field Offices.............................................................................................................................................5

Hiring and Personnel...............................................................................................................................6

Office, Insurance, Equipment..................................................................................................................7

Product Line.............................................................................................................................................8

Organization and Management...................................................................................................................8

Organizational Structure..........................................................................................................................8

Marketing and Sales Management..............................................................................................................9

Funding....................................................................................................................................................9

Target Groups........................................................................................................................................10

Branding Strategy..................................................................................................................................10

Financial Management..............................................................................................................................11

First Year Budget...................................................................................................................................11

Concluding Statements..............................................................................................................................13

Appendix...................................................................................................................................................13

Statistical Analyses................................................................................................................................13

Job Description and Responsibilities......................................................................................................15

Field Offices...........................................................................................................................................17

Our skills and experiences.....................................................................................................................18

Ring of Fire.............................................................................................................................................18

Global Seismic Hazard Map...................................................................................................................19

Sample Earthquake Proof Building........................................................................................................19

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Executive Summary

“Concrete Care” is an international, non profit organization with an objective to reinforce

existing residential buildings in urban areas. Through our activity we seek to benefit possible

victims of earthquakes and tsunamis in order to minimize destruction in the area of the so called

“Ring of Fire”1 a zone of frequent earthquakes.

Our vision is to avoid the worse consequences of the unavoidable. With our contributions we

would like to make the “Ring of Fire” a more secure place to live in and we exist to prevent

earthquake related losses beyond reason.

In the following business plan we will introduce our U.S. based, international, non-profit

organization with a comprehensive market analysis, operational description, structure and

financial management. The document describes the product line, the marketing strategy and the

future plans for our improvement, which will be a point of reference for our long term success

and development.

Market analysis

Concrete Care will offer technical and monetary assistance to citizens who live in an area

that is at risk for earthquakes and tsunamis in the Ring of Fire and would like to secure

building structures.

The demand for our services should be high as the countries in which we are focusing our

efforts have a high risk of damage from earthquakes and do not have the means to

strengthen all of their own buildings.

1 Countries in the Ring of Fire:

Brunei, Cambodia, Chile, China, Colombia, Costa Rica, Equador, El Salvador, Fiji, French Polynesia, Guatemala, Honduras, Hong Kong, Indonesia, Macao, Malaysia, Marshall Islands, Mexico, Federate States of Micronesia, Nauru, New Zealand, Nicaragua, North Korea, Palau, Panama, Papua New Guinea, Peru, Philippines, Russia, Samoa, Singapore, Solomon Islands, South Korea, Taiwan, Thailand, Timor-Leste, Tonga, Tuvalu, Vanuatu, Vietnam

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Concrete Care will have offices located at the California Institute of Technology in

Pasadena, California, USA, as well as San Jose, Costa Rica; Jakarta, Indonesia; and

Manila, Philippines.

Possible Partners: Practical Action; Earthquake Engineering Research Institute, USGS;

Engineers Without Borders – USA; REIDsteel; government agencies and engineering

companies in the United States and abroad.

NGO Description, Operations

Introduction

Earthquakes occur nearly constantly all around the world and cause major devastation through

the aftermath, which may be injury, loss of life, destabilization or collapse of buildings, bridges

or other infrastructure, landslides, avalanches, floods, tsunamis, fires and disease depending on

the location and magnitude of the quake.

Seismologists work on different kinds of methods to foresee the time and location of future

seismic activity; however earthquakes can not yet be predicted with day or month specific

accuracy. On one hand earthquake warning systems exist to provide precursory regional

warning, on the other hand the objective of earthquake engineering is to minimize the damage of

earthquakes by “seismic retrofitting” of existing buildings to improve their earthquake resistance.

Our NGO exists to reinforce existing urban, residential buildings in areas of frequent

earthquakes. Economically disadvantaged residents of these areas are unable to prepare for

natural hazards on their own because of the lack of financial resources, adequate technology and

know-how.

Concrete Care is the only existing international, non-profit organization focusing on retrofitting

residential buildings in both economically disadvantaged and highly earthquake prone areas with

the aim of saving thousands of lives through preventing the disastrous aftermath of natural

hazards. The aim of our organization is to avoid the worse consequences of unavoidable

earthquakes and to assist helpless people in the most endangered zones of the “Ring of Fire”.

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Operations

Concrete Care is headquartered on the campus of the California Institute of Technology

(Caltech) in Pasadena, California. The organization currently maintains offices in San Jose,

Costa Rica; Manila, The Philippines; and Jakarta, Indonesia where it works to reinforce the

structural integrity of urban residential buildings in earthquake prone areas.

Pasadena Office

The day-to-day operations of Concrete Care are aimed at achieving its mission. The Pasadena

office guides and supports the field offices. The President holds weekly meetings with Country

Directors to assess the progress of projects within each country as well as to relay any directives

from the Board. These meetings also allow Country Directors to offer strategic advice to the

President and vice-versa. Within the Pasadena office, the Marketing Manager seeks funding from

foundations, philanthropists, and other donors. He/she applies for government grants and

prepares Concrete Care’s proposals for these funding opportunities. Moreover, this position

develops Concrete Care’s website as well as marketing materials such as pamphlets, PowerPoint

presentations, and media kits to disseminate the message, branding, and services of Concrete

Care. A Financial Manager implements the budget and oversees payroll and billing. In addition,

this staff member works with the Treasurer to hire an external accountant to audit Concrete

Care’s financial and tax records. The Finance Manager also tracks and coordinates donations

between headquarters and the field offices. An Administrative Manager handles human resources

issues, plans the annual conference, and oversees general administrative tasks. Finally, Concrete

Care offers a Program Coordinator position to a Caltech student through the Federal Work-Study

Program. The student works 20 hours per week and assists the Marketing Manager in running the

website, developing marketing materials, tracking media coverage, and building support for the

organization among the student body.

Field Offices

The day-to-day operations of the field offices carry out Concrete Care’s mission. The Country

Director leads each office and reports directly to the President. Country Directors manage

personnel, implement directives from the Board, approve bids, and offer advice to the President

and Board. In addition, Country Directors manage the marketing of Concrete Care within their

respective countries and are responsible for finding new donors and maintaining relations with

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existing partners. Each field office has an Engineer who manages the applications clients submit

via the website and/or mail. Engineers review the practical feasibility of an application and

provide a construction plan based on the building plans that are submitted with the application.

Once a contractor has been secured, the Engineer works with the contractor to ensure the project

is on schedule and carried out correctly. The Financial Evaluator in each office works with the

Engineer to determine the cost of the proposed construction plan and solicits bids from potential

contractors. The Financial Evaluator advises the Country Director on bid selection, maintains all

records of bids and contracts, and ensures contractors are paid from Concrete Care’s donations.

The Local Administration Manager and Local Program Coordinator provide the same functions

in field offices as their counterparts in the Pasadena office. The former implements the budget

and oversees payroll, billing, and administration. The latter works full time to assist the Country

Director with marketing activities such as running the website, developing promotional

materials, and tracking media coverage.

Hiring and Personnel

The Board of Directors will form a search committee to hire the President. An executive search

firm can also be contracted if funds are available. The position for President will be posted in

relative websites, press, and publications that concern nonprofit management with special

emphasis on transnational management experience. Prospective candidates interview with the

Board and must receive unanimous consent. The President will work with the board to hire the

Pasadena office staff. Openings will be placed in traditional media such as The Los Angeles

Times, nonprofit trade publications, and nontraditional websites like Idealist.org that appeal to

professionals interested in nonprofit opportunities. The relative experience, education, and

personality of applicants will be evaluated through interviews with potential candidates. The

Program Coordinator will be chosen from a group of Caltech students eligible for the Federal

Student Work Study Program and who have expressed an interest in the mission of Concrete

Care. The President, with staff input, will select the applicant.

The Country Director position will be announced through traditional media within the respective

country as well as through non-traditional websites such as Idealist.com. The personal contacts

or references of Board Members or staff will also be considered. Transnational nonprofit

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management experience, leadership qualities, number of contacts, reputation, and other factors

will be weighed.

The Board will select the candidate, with consultation from the President. Other positions in the

field office will be announced through both mainstream and trade-based media. The Engineer

should have vast experience and be licensed to practice within the country. The Financial

Evaluator and Administration Manager should also be certified and possess substantial

experience within their respective professions. Strong communication, writing, and interpersonal

skills will be emphasized for the Program Coordinator position.

All hired personnel are expected to follow the organizations guidelines, procedures, and by-laws.

The President and Country Director will handle hiring and firing within their respective offices,

but they must advise the Board of their decisions. The Board will fire the Country Directors and

The President if necessary.

The Pasadena Office and Field Offices will submit request for proposals when choosing an

accounting firm to audit their respective financial records.

The Board Chair, in consultation with Country Directors and the President, will set Concrete

Care’s annual objectives. Each staff member, with input from the President or their respective

Country Director, will create an annual performance plan that explains how they will help the

organization achieve its objectives and improve their own skills. Performance evaluations will be

made against these plans.

Office, Insurance, Equipment

The California Institute of Technology has offered Concrete Care a rent-free lease for an on

campus office. As part of the condition, two Caltech faculty members serve on the Board, and

Caltech can use Concrete Care project information as case studies for engineering courses.

A specific percentage of field office budgets – 15% – are designated toward office space,

including rent, insurance, and utilities. Offices are to be located in safe areas within their

respective cities and must provide an environment conducive to work.

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All offices will need to be furnished with chairs, desks, tables, and other decorum. Workers will

each need a computer with internet access and a phone. Offices will also include a copier/printer,

fax machine, conference call phone, file cabinets, office supplies, and mailing supplies.

Engineers will need a drafting table to review building plans. Specific software such as

Microsoft Office, QuickBooks, and Adobe Photoshop will be needed for positions like the

Financial Evaluator and Marketing Manager.

The President and Country Director will have a percentage of their respective budgets at their

disposal for non-discretionary funding like dining that can be used to attract potential donors.

Product Line

The product of Concrete Care is making urban residential buildings in underdeveloped,

earthquake prone areas more secure.

Performance indicators will be based on the number of applications received, the number of

applications approved, the number of partnerships formed with construction or engineering

firms, and the number of buildings reinforced.

To ensure accountability, a Concrete Care staff engineer will monitor the progress of a project

and provide a report to both the partner organization and, through the Country Director, the

Board. Partners will sign a contract legally obligating them to complete the construction plan.

As an incentive, each partner will be allowed to display the Concrete Care Partnership Seal on

their marketing platforms as a symbol of their work with us. Failure to comply with the contract

will result in legal action.

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Organization and Management

Organizational StructurePasadena Headquarters

Field Offices

Marketing and Sales ManagementIn today’s highly competitive market, it is important to devise an effective marketing and

communication strategy that will help increase the organization’s visibility to relevant

stakeholders, in order to achieve effective fund raising, service delivery, overall impact, and

future expansion. We must identify these facilitators who will be willing to support our projects.

This includes:

Board of Directors

President

Marketing Manager

Finance Manager

Program Coordinator

Country Director

Engineer Financial Evaluator Local Administrative Manager

Local Program Coordinator

Administrative Manager

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Funding

Concrete Care will address the classical donors of funds such as the U.S. Federal Government,

the governments of the countries where we are providing our services, EU and UN through

applications for the great variety of funds these institutions offer. We will seek grants and

donations from corporations, and foundations, especially international organizations concerned

with the reinforcement of infrastructures in highly earthquake prone areas, private voluntary

development organizations and the California Institute of Technology (CalTech).

Furthermore private donors are addressed as well, giving them the opportunity to get actively

involved if they opt to do so. This includes the exact amount they are willing to pay (although a

minimum amount has to be agreed on) and to leave them choices where to get involved. This

could go as far as giving them the opportunity to visit facilities which are retrofitted by CC with

their money. Furthermore an opportunity for smaller donors should be opened by opening bank

accounts for donations in certain countries and promote the cause corollary. Relevant industries

can provide financial assets, materials such as steel or concrete and have the opportunity to place

our ‘seal of approval’ in their own PR campaigns after they reach a specific goal of assistance. It

might also be possible to introduce a system of bronze to gold donors (with different ‘seal of

approvals’) and promote competitiveness among the donors. 

Target Groups

Low-income residents in several earthquake prone countries of the Pacific Rim

Government agencies dealing with the construction of earthquake proof structures in the

regions we are located in

Organizations that provide related services such as survival skills (E.g. swimming),

education on the use of water related survival devices.

Various communities at large in which the organization operates

Branding Strategy

The success of any strategy depends highly on the organization’s ability to effectively cooperate

with current and prospective donors in an attempt to raise sufficient funds.

We will improve our organization’s visibility by promoting it through printed materials, such as

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brochures and flyers, which we will send out to all major engineering companies in the United

States and the areas where we have projects who may be interested in supporting our cause. Our

promotion strategies will include an engaging website, which will be updated regularly with

information on all the activities of the organization. We will also create our profile on social

network pages such as Facebook and tweeter.

Financial ManagementOur Finance Manager will maintain our accounting records.

Over time, we will seek to establish our organization’s reputation as a worthwhile partner in

improving the safety of people in earthquake danger zones. This reputation will help us gain the

trust of potential donors and increase our annual revenue. In addition, the amount we spend on

office supplies will greatly diminish after the first year because after initial purchases we will

only need to restock non-durable goods such as paper and envelopes, while durable goods such

as computers and office furniture will only need minimal maintenance. Thus we anticipate that

our breakeven point will be within the first 5 years.

First Year Budget

Annual Revenue

U.S. Government Grants $200,000

Local Government Grants $100,000

Board Give and Get ($50,000 each) $550,000

Supranational Grants (UN) $200,000

Foundation Grants $100,000

Corporate Donations $175,000

Individual Donations $100,000

Total: $1,425,000

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Personnel Costs

President $90,000

Marketing Manager $60,000

Program Coordinator (Federal Work Study) $0

Finance Manager $60,000

Administrative Manager $60,000

Country Director (3) $60,000 (Total: $180,000)

Engineer (3) $60,000 (Total: $180,000)

Financial Evaluator (3) $60,000 (Total: $180,000)

Local Administrative Manager (3) $60,000 (Total: $180,000)

Local Program Coordinator (3) $60,000 (Total: $180,000)

TOTAL: $1,170,000

Operational Costs

Rent (for all offices) $60,000

Utilities (for all offices) $8,000

Office Supplies (including computers) $8,000

Retrofitting projects $200,000

Travel (annual meeting of the Board, President, $7,000

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and Country Directors in Pasadena)

TOTAL: $283,000

Grand total (revenue - costs) -$28,000

Concluding Statements

Concrete Care is the only existing international, non-profit organization focusing on retrofitting

residential buildings in both economically disadvantaged and highly earthquake prone areas with

the aim of saving thousands of lives through preventing the disastrous aftermath of natural

hazards.

We consider our work as relevant, highly valuable and an effective way of assisting residents of

underdeveloped areas with a high risk of natural hazards by exporting technical support and the

know-how of seismic engineering.

Appendix

Statistical Analyses

Countries

GDP (PPP in

billion US

dollars)

GDP per capita

(PPP in US

dollars)

population below

poverty line Population

 Brunei 20,38 51 600 NA% 401 890

 Cambodia 30,18 2 100 31,00% 14 701 717

 Chile 257,9 15 400 11,50% 16 888 760

 China 10,9 trillion 7 600 2,80% 1 336 718 015

 Colombia 435,4 9 800 45,50% 44 725 543

 Costa Rica 51,17 11 300 16,00% 4 576 562

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 Ecuador 115 7 800 33,10% 15 007 343

 El Salvador 43,57 7 200 37,80% 6 071 774

 Fiji 3,869 4 400 25,50% 883 125

 French Polynesia 4,718 18 000 NA% 294 935

Guatemala 70,15 5 200 56,20% 13 824 463

 Honduras 33,63 4 200 65,00% 8 143 564

 Hong Kong 325,8 45 900 NA% 7 122 508

 Indonesia 1,03 trillion 4 200 13,33% 245 613 043

 Macao 18,47 33 000 NA% 573 003

 Malaysia 414,4 14 700 3,60% 28 728 607

 Marshall Islands 133,5 million 2 500 NA% 67 182

 Mexico 1,567 trillion 13 900 18,20% 113 724 226

 Federated States of

Micronesia 238,1 million 2 200 26,70% 106 836

 Nauru 60 million 5 000 NA% 9 322

 New Zealand 117,8 27 700 NA% 4 290 347

 Nicaragua 17,71 3 000 48,00% 5 666 301

 North Korea 40 1 800 NA% 24 457 492

 Palau 164 million 8 100 NA% 20 956

 Panama 44,36 13 000 25,60% 3 460 462

 Papua New

Guinea 14,95 2 500 37,00% 6 187 591

 Peru 275,7 9 200 34,80% 29 248 943

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 Philippines 351,4 3 500 32,90% 101 833 938

 Russia 2,223 trillion 15 900 13,10% 138 739 892

 Samoa 1,055 5 500 NA% 193 161

 Singapore 291,9 62 100 NA% 4 740 737

 Solomon Islands 1,627 2 900 NA% 571 890

 South Korea 1,459 trillion 30 000 15,00% 48 754 657

 Taiwan 821,8 35 700 1,16% 23 071 779

 Thailand 586,9 8 700 9,60% 66 720 153

 Timor-Leste 3,051 2 600 42,00% 1 177 834

 Tonga 751 million 6 100 24,00% 105 916

 Tuvalu 36 million 3 400 NA% 10 544

 Vanuatu 1,137 5 100 NA% 224 564

 Vietnam 276,6 3 100 10,60% 90 549 390

Job Description and Responsibilities

The Board of Directors (the Board) is composed of eleven members drawn primarily from the

engineering, architectural, and development field as well as two faculty members from the

California Institute of Technology (Caltech). Directors will elect a chair, vice-chair, treasurer,

and secretary annually, although the term of office can be extended for an additional year by

unanimous consent. Each Board member will contribute $50,000 to Concrete Care as a condition

to serving on the Board. The Board provides overall guidance and direction to the organization in

consultation with the President and Country Director. Directors are also encouraged to promote

the work and mission of Concrete Care, including the pursuit of donors.

The President of Concrete Care heads the Pasadena office and oversees three staff members. The

President is chosen by the Board of Directors to manage Concrete Care. From the Pasadena

office, the President holds meetings via Skype with the Country Directors in each participating

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country. The President reviews the performance of the field offices based on reports provided by

the Country Directors. The President is also responsible for maintaining contact with the Board,

reviewing financials, and providing recommendations on the overall strategic direction of the

Concrete Care with consultation and guidance from the Board and Country Directors. In

addition, the President represents Concrete Care at social functions and media events and makes

personal appeals to potential donors.

The President oversees all personnel related decisions in the Pasadena office.

The Marketing Manager works to broaden the publicity and financial support of Concrete Care.

With regard to financial support, the Marketing Manager seeks to expand and deepen Concrete

Care’s funding sources by targeting new foundations, philanthropists, and other potential donors.

The Marketing Manager also applies for government grants and manages the proposals in

consultation with the President. In this function, the Marketing Manager, working with the

Program Coordinator, tracks the progress of all fundraising and grant writing activities.

Regarding promotions, this position develops marketing materials such as pamphlets,

PowerPoint presentations, and media kits to disseminate the message, branding, and services of

Concrete Care. This staff member also develops Concrete Care’s Partnership Seal, a logo that

construction and engineering firms who work with Concrete Care use to promote their affiliation.

The Finance Manager oversees the day-to-day financial management of the office. The staff

member implements the budget with the Treasurer and oversees payroll, bills, and office

purchases. In addition, this staff member coordinates donations between headquarters and field

offices. Furthermore, the Finance Manager and Treasurer are responsible for hiring an external

accountant to audit the organization’s expenditures and tax records.

The Administrative Manager maintains all personnel records and ensures Concrete Care’s human

resource policies meet existing employment laws. This person also provides administrative

support on behalf of the staff such as answering phones, scheduling meetings, and purchasing

office supplies. The organization of the annual meeting is a key responsibility of this position.

The Program Coordinator position is held by a Caltech student as part of the Federal Work-Study

Program. The Program Coordinator works 20 hours per week in support of Concrete Care staff in

Pasadena. The Program Coordinator works primarily with the marketing manager to update the

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website, review promotional materials, maintain donor contacts, track grants, and support overall

branding and fundraising activities. This person may represent Concrete Care at trade shows and

builds support for its mission within the Caltech student body.

Field Offices

The Country Director oversees all operations within each field office and serves as Concrete

Care’s representative within the country. The Country Director position has two distinct roles.

On the promotional side, the Country Director seeks new sources of funding from organizations,

governments, and philanthropists from their countries as well as maintains relations with current

donors and partners. Moreover, Country Directors oversee marketing within the country either

via an external firm or adaptation of the Market Manager’s materials to the country. On the

managerial side, Country Directors oversee the hiring of staff and approve all bids on the advice

of the Financial Evaluator. In addition, Country Directors maintain weekly contact with the

President via Skype and carry out all directives handed down from the President or the Board.

Country Directors are responsible for enhancing the effectiveness of Concrete Care within the

country and providing strategic advice to the President and Board on how to improve the overall

operation of Concrete Care.

The Engineer is responsible for reviewing applications submitted by potential applicants. The

Engineer also reviews the building plans submitted by the applicants and ultimately determines

the feasibility of their applications, which includes drafting a proposed plan that will result in

reinforcing existing buildings. Once a contractor for the project has been secured, the engineer

works with the contractor to ensure the project is on schedule and carried out correctly.

The Financial Evaluator determines the cost of the project once the Engineer has evaluated an

application and established a proposal that will reinforce the building. Upon determining the

cost, the Financial Evaluator will solicit bids to engineering firms and construction companies

who are contracted to carry out the plan. The Financial Evaluator will offer advice and guidance

to the Country Director who ultimately approves the bids. The Financial Evaluator also

maintains company records including contracts, bid proposals, and other documents. The

Financial Evaluator ensures that contractors are paid with funds donated to Concrete Care.

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The Local Administration Manager maintains all financial and personnel records of the field

office in addition to implementing the budget and managing payroll in consultation with the

Country Director. This staff member also oversees office purchasing and all human resource

functions. Moreover, the Local Administration Manager is charged with hiring an external

auditor to review the office’s financial records.

The Local Program Coordinator assists the President in coordinating marketing and fundraising

activities within their respective countries. The responsibilities of the Local Program Coordinator

include running the field office’s website, developing marketing materials, maintaining the

office, organizing meetings between the Country Director and other stakeholders, tracking media

coverage, and performing other administrative duties.

Our skills and experiences

Odunayo Arowolo: ... Odunayo is very talented in marketing and sales.

Emese Böröcz: interned at the American Department of the Foreign Ministry of Hungary and was the Assistant Director of Common Sense Society Budapest, a young NGO to promote civic engagement in Hungary. Emese moderated the NGO meetings and she is an enthusiast of the organizations good cause.

John Rastler: worked for 2 years in government affairs for the National Hydropower Association (NHA), a nonprofit, trade association in Washington, DC. John is the founding father of our NGO and volunteered to document our meetings.

Lindsey K. Spector: interned at the German Parliament and has experience in fundraising campaigns for her college. She is interested in the financial sustainability of our organization and an expert of sucessful branding.

Dan Stratila: worked as operational officer for the Erasmus Student Network in Romania, where he organized trips, meetings and movie nights to connect foreign college students to their host country during their exchange semester. He contributed to our NGO with a professional logo and our name "Concrete Care".

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Ring of Fire

Global

Seismic

Hazard

Map

Sample Earthquake Proof

Building

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