Business Plan

Sustainable Auburn

Green, Sustainable, Growth

 

This business plan is intended solely for informational purposes to assist in determining if you with a due-diligence investigation of this project.  The information contained herein is believed to be reliable, but the management team makes no representations or warranties with respect to this information.  The financial projections that are part of this plan represent estimates based on extensive research and on assumptions considered reasonable, but they are of course not guaranteed.  The contents of this plan are confidential and are not to be reproduced with express written consent.

Table of Contents

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

Project Description............................................................................ 3

Marketing & Sales............................................................................. 4

Development …...…………………………………………………..…………..5

Operations/Management.................................................................... 5

Financial Sumary  …..………………………………………………………….6

Company Overview........................................................................... 6

History, Background & Current Status............................................... 7

Markets & Products........................................................................... 7

Objectives ........................................................................................ 9

Description...................................................................................... 10

Market Comparison.......................................... ……..…………………11

Proprietary Rights........................................................................... 11

Stage of Development...................................................................... 11

Marketing & Sales............................................................................ 11

The Market....................................................................................... 12

Market Trends.................................................................................. 12

Customer Analysis.......................................................................... 13

Marketing Strategy........................................................................... 13

Product........................................................................................... 13

Price................................................................................................ 14

Place............................................................................................... 14

Promotion....................................................................................... 14

Sales Strategy................................................................................. 15

Community Strategy........................................................................ 16

Development Introduction............................................................... 16

Current Status ................................................................................ 17

Development Plans.......................................................................... 17

Development Timetable................................................................... 17

Development Risks.......................................................................... 18

Operations (Introduction)................................................................. 18

Competing with Operations............................................................. 18

Scope of Operations........................................................................ 18

Ongoing Operations........................................................................ 18

Management  .................................................................................. 19

Company Organization.................................................................... 19

Management Team.......................................................................... 19

Board of Directors........................................................................... 20

Management Compensation............................................................ 20

Summary of Financials (Introduction).............................................. 20

Financial Assumptions.................................................................... 20

Financial Forecasts......................................................................... 20

Capital Requirements...................................................................... 21

Financial Risks................................................................................ 21

Exit Strategies................................................................................. 21

Appendices..................................................................................... 21

Table of Appendices........................................................................ 21

^{Executive Summary}

Sustainable Auburn is an initiative with a mission of advancing the awareness and practice of environmental, economic and cultural sustainability and the opportunities they present.  We seek to advance the need for acting on challenges facing the Auburn community, including, but not limited to: clean air, food and water. At the same time, we’re interested in facilitating opportunities for artists to live and work here. By creating a renaissance in the local arts community and providing more opportunities in the arts, working artists living in Auburn will help establish a creative culture that will further develop innovative solutions needed to address the critical issues of our time

^Introduction

 

Sustainable Auburn is a project that brings together several of the deeply-held concerns regarding quality of life in Auburn, Washington. Combining earlier efforts in artist housing along with a longstanding commitment to literary arts, this project would bring greater awareness to the need for food system sustainability and would create projects designed to give youth exciting, new, cutting-edge projects in which they could engage. It would give the city of Auburn a regional reputation consistent with its historical heritage, as the region’s food provider, now focusing on organic produce for local citizens and restaurants and create new business opportunities by serving as a research center for sustainable urban agriculture, housing and construction approaches.

 

^{Project Description}

 

Sustainable Auburn is designed to conceive, initiate and deliver sustainable approaches to dealing with the realities of life in a town with a distinct identity south of Seattle. Sustainable Auburn envisions the implementation of multiple initiatives in seven distinct areas. These include Artist Housing, Cultural Programs, Green Construction/Building, Innovative Water Conservation Methods, Urban Agricultural Programs, Visionary Clean Air Initiatives, and Youth Programs. Through the Internet, a regular column in the Auburn Reporter, a strategic partnership with Puget Sound Access and other print and digital media that implement and incorporate our expertise garnered through years of radio broadcasts on these issues, the project exists to focus community energies on activities that improve the quality of life using creative, environmentally-friendly methods and programs.

 

^{Marketing and Sales} 

The market for organic food and beverages in the U.S. is booming, expanding from $1 billion in 1990 to an estimated $20 billion in 2007, and the expected increases are 18 percent each year from 2007 to 2010[1].  Currently this niche is underserved in Auburn, with almost this entire segment traveling to Federal Way to Trader Joe’s and Marlene’s Market and Deli, and some as far as Seattle’s Puget Consumer’s Co-op and Whole Foods Market. When dollars are spent outside Auburn by local residents, we lose out on the multiplier effect. Our project seeks to reverse this trend, by supporting the creation of a Farmer’s Market, subscription farms and a food co-op, all consistent with the notion of sustainability.

A study of Auburn’s demographics shows that residents in zip code 98002 are not the typical organic consumers. According to Prizm statistics, the Family Thrifts is a younger population that typically rents, do not have college degrees, are ethnically diverse, work entry-level jobs and are parents. They are younger (25-44,) typically eat fast food and are raising their children on such diets.

 

In 98001, the Kids & Cul De Sacs segment tends to be college educated, white collar professionals. This segment is more likely to include consumers of organic products.

 

In Auburn’s 98092 zip code, the wealthiest areas of Auburn, the Prizm statistics track a population segment called Country Squires. They tend to have graduate degrees, enjoy golf, skiing, tennis and boating and often drive Lexus SUV’s. This group is predominantly white.

 

Sustainable Auburn activities such as a Farmer’s Market and Subscription Farm would be affordable to Family Thrifts, (vastly improving their diets,) would be appealing to the Kids & Cul De Sacs and Country Squires segments, and would give Auburn the added benefit of keeping those dollars in town, rather than see them spent in Federal Way and other nearby towns.

 

Overall, there is an obvious demand for the projects Sustainable Auburn would support, but in addition to the economic benefits, healthy lifestyles would be more prevalent, and the already strong sense of community identity in Auburn would be strengthened. Through these initiatives, we believe a base for a new, more creative culture, would take root.

 

^Development

 

The challenges affecting Auburn are similar to those facing other communities in North America. There is an old saying in Texas that goes like this: “If all you ever do is all you’ve ever done, then all you’ll ever get is all you ever got.” What has worked for the last fifty years has not been sustainable. It has been dependent on cheap gasoline, a factor that is changing rapidly. (On September 10, 2001, gas was about $1.75 a gallon. It’s $4.35 in July of 2008.) Working at a root level to address the issues of safeguarding clean air, food and Advisory Board along with the effort to broaden the community’s cultural offerings, Sustainable Auburn seeks to facilitate a paradigm shift in the city. We envision the creation of a Living Economy and a creative culture in which non-traditional methods to address these issues will be more accessible. By encouraging artists to relocate to housing subsidized for them, we will begin to create such a local culture. By creating a more sustainable food system for local residents, through Community Supported Agriculture, we would continue to lessen dependence on fossil fuels and help safeguard local air quality. This project would create a more specific vision for the town. Is this way we would help re-brand Auburn as an environmentally-aware community.

 

^{Operations/Management} 

 

Under contract with the city of Auburn, Sustainable Auburn would be able to operate as a community project. The organization would facilitate the management and implementation of projects in its seven target areas. On a daily operations basis, tasks may include: Initiating Contact with Key Players in the Local Community and in the Greater Sustainable Community, Partnering with and Fostering Local Business Involvement, Speaking to Local Community Groups and Leaders, Rolling Out Varied Marketing Initiatives to Increase the Visibility of the Organization and its Initiatives, Authoring Articles for Local Publications, Creating Internet Podcasts, Creating TV Programming, Being a Liaison/Ombudsman for Farmers, Artists and Other Participants in Sustainable Initiatives and other duties. 

 

A 16 year Auburn resident and long-time teacher and arts advocate, Paul Nelson is Executive Strategist of Sustainable Auburn. He works with an Advisory Board that currently includes Greg Watson, Rebecca Rose Nelson and Chuck Goodwin. Other personnel including Meredith Sedlachek, (Marketing Strategist), Deanna Burnett Keener, (Small Business Assistance Specialist and Community Supported Agriculture Advocate,) Deena Cornish and Amalio Madueno, (Development and CSA consultant).

 

Poet/Teacher/Interviewer Paul Nelson earned a B.A., in Communications from Columbia College, and an M.A., from Lesley University in Organic Poetry. His long serial poem re-enacting Auburn history titled A Time Before Slaughter will be published in April, ‘09 by Apprentice House of Baltimore.

 

With more than 13 years of experience as a writer, editor, brand champion and Web strategist for a broad array of print and digital media, Meredith A. Sedlachek’s expert word-wrangling talents have been used by a wide range of clients including: The Seattle Times Company, Holland America Line, USAToday.com, Microsoft Corporation, and others. She earned her B.A. in English and M.F.A. in Creative Writing at Hamline University, and has extensive experience in the non-profit arena.

 

^{Financial Summary} 

 

Budget Scenario for operating/delivering the programs, personnel, travel, etc. Including funding.

 

^{Company Overview} 

 

Sustainable Auburn is a non-profit project with seven target areas designed to enhance current strengths in Auburn and help initiate projects to address challenges in the effort to create a truly sustainable modern city. Briefly, those areas are:

 

Artist Housing—Encouraging More Artists to Live in Auburn.

Cultural Programs—Visiting Poets Series, Art Galleries, Theater Troupe.

Green Construction/Building—Work with Local Developers to Employ Green Methods.

Innovative Water Conservation Methods—Encourage Drought-Resistant Landscapes and Non-Toxic Landscape Treatment.

Urban Agricultural Programs—Subscription Farms, Farmer’s Markets, Land Trusts.

Visionary Clean Air Initiatives—Tree Planting, More Open Space, Additional Bike Paths and Alternatives to Automobile Transportation.

Youth Programs—Internships and Increased Youth Participation in all seven focus areas.

 

Ultimately, we seek to increase the visibility of Auburn in the eyes of local and regional residents as a Sustainable City, one with a tangible commitment to environmentally-friendly practices of all kinds.

 

^Introduction

 

Sustainable Auburn is a non-profit project working under the auspices of an existing Auburn 501(c)(3) corporation[2]. Initial operations will be conducted under this structure, but the possibility that this could be spun off and become its own non-profit corporation is one course of action. Current address is 908 I St. N.E. #4, Auburn, WA 98002. Phone, 253.735.6328.

 

^{History, Background and Current Status}

 

Sustainable Auburn was founded in June, 2008, with the notion that one must think globally, but act locally. The non-profit project owns the web addresses (url’s) SustainableAuburn.com and .org. It maintains a blog and a regular newspaper column in the Auburn Reporter.  Its main service is providing information and networking for implementation of a five year plan  that will focus on seven areas of sustainability, including Urban Agricultural Programs such as a Food Co-op, Subscription Farms, Farmer’s Markets and Land Trusts, Green Construction/Building, Working with Local Developers to Employ Green Methods, Innovative Water Conservation Methods that Encourage Drought-Resistant Landscapes and Non-Toxic Landscape Treatment, Visionary Clean Air Initiatives including Tree Planting, more Green Spaces, Additional Bike Paths and Alternatives to Automobile Transportation, Artist Housing, Encouraging More Artists to Live in Auburn and help establish a robust creative culture, Cultural Programs to support that emerging culture, such as a Visiting Poets Series, Art Galleries, a Theater Troupe and Youth Programs including Internships and Increased Youth Participation in all focus areas.

 

^{Markets and Products}

 

Artist Housing & Cultural Programs

Change is challenging, and throughout history, communities have been radically changed and shifted perspective thanks to local visionaries who are capable of envisioning limitless  possibilities and implementing those ideas.  Such change requires the innovation and creative re-imagining of artistic individuals who care about improving the cultural community of Auburn.  Establishing a sustainable, creative culture in Auburn would elicit non-traditional approaches to dealing with all of the community challenges we face at this time.  Creating affordable and designated artist housing, along with launching a variety of diverse cultural programs  encourages a developing infrastructure that supports people working in the cultural/creative field and promotes a sustainable community of innovation.

 

Green Construction/Building

In the United States, buildings account for: 39 percent of total energy use, 68 percent of total electricity consumption and 38 percent of the carbon dioxide emissions[3]. By adopting green building strategies, we can maximize both economic and environmental performance. Green construction methods can be integrated into buildings at any stage, from design and construction, to renovation and deconstruction. Green building can enhance and protect biodiversity and ecosystems, reduce waste streams and operating costs, enhance the comfort and health of occupants and create, expand, and shape markets for green products and services. By providing incentives for local companies to employ green building practices, we will positively impact the economic sustainability of these companies and the city at large, while providing a healthy environment in which we all live and work in Auburn.

 

Innovative Water Conservation Methods

The Puget Sound regional population is expected to increase 27% between 2000 & 2020[4]. Some water suppliers are already predicting insufficient supply to meet demand - a situation that could be worsened by global climate changes. By working with local businesses to offer incentives and encourage homeowners and builders to create drought-resistant landscapes and utilize non-toxic landscape treatments, conservation efforts  in Auburn could generate measurable water savings that support the community, provide long-term economic benefits and protect watersheds by helping to sustain necessary flows in rivers and streams.

 

Urban Agricultural Programs

As rising fuel prices continue to increase the cost of food, the need for sustainable agriculture has never been more critical. The prevalent use of chemical pesticides combined with genetically modified food products (GMO’s),  has contributed to the pollution of watersheds, made the United States more dependent on fossil fuels from abroad and has created a food system with fewer nutrients. The need for organic food products produced locally and without genetic modification or pesticides has never been greater. A return to Auburn's rich agriculture history will resonate with older residents.

 

Visionary Clean Air Initiatives

Clean, healthy air is essential to our day-to-day wellbeing, our long-term health, and the health of the environment we depend on. Through programs that improve our air quality, like planting more trees, increasing the number of green spaces, building additional bike paths that connect greater Auburn to the Interurban Trail and creating innovative alternatives to automobile transportation, we can improve the quality of the air we breathe each day in Auburn.

 

Youth Programs

Inviting young people to participate in the reinvention of the local culture will allow the town to retain more young minds. Offering opportunities for internships in the different programs that exist under the Sustainable Auburn umbrella, combined with a more vibrant artistic community and healthy and sustainable local food products, will result in more lifelong Auburn residents that are much healthier in mind, body and spirit.

 

^Objectives  

 

Our overall strategy is to develop this non-profit project as a brand known locally and regionally for quality, environmentally-friendly approaches. During an initial five year period, we seek to work on seven different focus areas and reinvent Auburn in the minds of local and regional residents as a center for sustainable development in food, Green building and creative culture. Our initial efforts will focus on creating Community Supported Agriculture projects, including a subscription farm and a local food co-operative. We seek to instill awareness of the importance of maintaining and encouraging locally-owned businesses and creating zones that favor such businesses, such as the proposed new Urban Village being planned for downtown Auburn.

 

After five years of activity, we will re-evaluate our efforts and act accordingly. We could allow the project to become its own distinct non-profit corporation, or further develop and/or expand the seven focus areas.

 

Product or Service Description

 

In the decades before World War II, Auburn was a regional center for agriculture, growing fruit and other produce and shipping it via rail throughout the Northwest. With its rich volcanic soil, mild climate and strategic setting between (and originally at the confluence of) two rivers, in the days before agri-business, trucking and dependence on fossil fuels changed the way in which foods were produced and consumed, Auburn was renowned for good food. With Sustainable Auburn, we intend to reclaim that mantle for the city giving it the identity of a center for Green, Sustainable Growth, while at the same time developing a local culture of creativity and innovation and a living economy, while preserving as much open space as possible.

 

^Introduction

 

With the dramatic rise in the costs of fuel and the attendant rise in food costs, there have been food riots in other countries and in general, global food inflation.[5] According to one survey, consumers who demonstrate a willingness to incorporate sustainability into their daily lives – make up 93% of adult consumers.[6] There is a tremendous need for food security and sustainability. In addition, there is a need to help reinvent Auburn. We envision it as a town in which local agriculture is honored and important to the local population and creative solutions to the environmental opportunities of our time are made manifest. Sustainable Auburn seeks to begin to meet these needs locally, and serve as an example of Green, Sustainable Growth. Our objective is to develop this non-profit project as a brand known locally and regionally for quality, environmentally-friendly approaches. During an initial five year period, we seek to work on seven different focus areas and reinvent Auburn in the minds of local and regional residents as a center for sustainable development in food, Green building and creative culture.

 

^Description

 

This non-profit project will help create awareness of, and help initiate, sustainability programs.  These initiatives would include, but not be limited to: encouraging more artists to live in Auburn, developing a visiting poets series, art galleries, a theater troupe, work with local developers to employ Green methods, encourage drought-resistant landscapes and non-toxic landscape treatment, subscription farms, a farmers markets, land trusts, tree planting, more open space, additional bike paths and alternatives to automobile transportation, internships and increased youth participation in all seven focus areas. By involving local organizations and businesses, services would include: facilitating projects and organizing residents and local businesses to create a farmer market, a food co-op, community gardens, subscription farms, Green construction and building projects, specialty agricultural products and artistic and cultural opportunities.  By involving local businesses and organizations in these efforts, we would not only increase their profits and return on investments, but do so in a community-focused, sustainable and impactful way.

 

^{Market Comparison}

 

The products and services we envision being created by this project are sustainable and lessen as much as possible the dependence on fossil fuels imported from volatile regions. Sustainable Auburn envisions the implementation of multiple initiatives in seven distinct areas. These include Artist Housing, Cultural Programs, Green Construction/Building, Innovative Water Conservation Methods, Urban Agricultural Programs, Visionary Clean Air Initiatives, and Youth Programs. The benefits created by these programs go beyond economic, to include preservation of local open space, development of a creative culture that inspires local youth, creation of healthy food for local residents, a living economy which utilizes, to the highest extent possible, the economic multiplier effect, making Auburn less dependent on corporations based outside of the city. We also envision the use of local currency to facilitate a greater multiplier effect in Auburn. In other communities local currency systems promote local economic strength and community self-reliance in ways that support ecology, community participation and human aspirations in and around the towns in which they are created. They help keep money local, building the local economy, while also building community pride and connections[7].

^{Proprietary Rights}

 

Sustainable Auburn is a non-profit project working with information and connections that have been developed in the last 15 years through its parent organization which has been active investigating whole-systems approaches to issues affecting us all. In addition, we are developing an Advisory Board primarily featuring local residents, respected in the community and aware of the need to shift to sustainable growth and development.

^{Stage of Development}

 

Sustainable Auburn is in the initial stages of development, and actively seeking grants, partnerships and other sources of funding to further the implementation of the project. Ideally, working under contract as a pilot project with the City of Auburn, we will work to aid development of a Farmer’s Market, take the initial steps to create a Food Co-Op in the downtown area and would work to develop a vision for acquiring the parcel of agricultural land just north of the present city limits earmarked for the city by King County, and potentially establish a land trust and a subscription farm, enabling the full blossoming of the project.  Foreseeable obstacles include: acquisition of funding, lack of local government and business support, legal issues with regard to land ownership. Ideally, the project would be fully funded and operational by May, 2009.

^{Marketing and Sales}

Market Analysis

 

Introduction

 

Sustainability has evolved from buzzword to guiding business principle with the power to literally reshape our communities.  Powerful forces are driving this change: recognition of an urgent need to protect the environment, rising fuel costs, a shaky and uncertain economy and a drive toward producing local, sustainable goods that reduce costs, improve quality and increase profits for local businesses. Add to this list an emerging force that will fuel further change and will take the sustainability movement in new directions: the consumer.

 

^{The Market}

A recent survey[8] of U.S. consumers found that roughly half consider at least one sustainability factor when selecting brands to buy or stores to shop. These factors include organic development, eco-friendly ingredients, eco-friendly packaging and fair treatment of suppliers and employees. With Auburn’s recent annexation and a population that surged to more than 66,215 residents, a sizable market of one-fifth equals more than 13,000 residents to whom these factors are important, and that number grows each day in the current economy.

 

Among these factors, organic benefits have the broadest appeal currently. This is likely a result of the fact that organic products are also considered healthier, and there is now wide availability of organic food, beverages and personal care products in mainstream channels. By contrast, increased focus on “Green” and “fair trade” products and practices has been relatively recent. In addition, these products are not as widely available in mass market outlets.

 

In these findings, it is clear that sustainability issues are impacting shopping and purchase decisions to some extent among a high proportion of consumers; however, roughly one-in-five consumers is “sustainability-driven,” citing at least two of the factors as key influences in brand selection and at least two in store selection. These consumers are important target segments to consider in consumer-facing sustainability initiatives.

 

^{Market Trends} 

In the aforementioned survey, thirty-nine percent of consumers consider organic benefits when selecting food and beverages. In Auburn, that’s a sizable market more than 25,000 residents. A major factor behind the success of organic products is that consumers perceive these products as offering dual benefits: a recent Harris Interactive poll found that roughly three-quarters of consumers believe organic food is better for the environment, and roughly the same proportion believes that organic food is healthier than non-organic.  Using this statistic, more than 49,000 potential consumers of this type are Auburn residents.

 

With nearly one-quarter of consumers actively looking for products that are inherently better for the environment, there is a sizable opportunity emerging. Demand is growing for products that are biodegradable, non-toxic, and plant-based. For example, in 2006, Green, non-toxic laundry detergent product sales increased 66% and Green household cleaners grew 28% in a category that declined 2% overall.

 

^{Customer Analysis}

In the IRI survey, young adults were often considered to be the most “tuned in” to sustainability issues. But in fact, sustainability concerns sweep across generations. And, older consumers are actually more likely to consider multiple sustainability factors in their shopping and purchase decisions than their younger counterparts. Presumably, these consumers have the budget to afford sustainable products –many of which are priced at a premium, and the time to locate them, as not all are readily accessible.

 

Household size also plays a role. The data provided by the city of Auburn on its website is current only circa 2002, but sustainability-driven households skew towards smaller households. Several factors are likely at play here. Larger households tend to be more budget constrained, so price may be trumping sustainability. Further, more wants and needs must be taken into account, potentially diluting the sustainability influence.

 

^{Marketing Strategy}

                      Target Market

 

In the short term, Sustainable Auburn envisions the implementation of multiple initiatives in seven distinct areas. These include Artist Housing, Cultural Programs, Green Construction/Building, Innovative Water Conservation Methods, Urban Agricultural Programs, Visionary Clean Air Initiatives, and Youth Programs. In the long term, Sustainable Auburn will become THE destination for regional consumers seeking the freshest, most readily available locally-produced foods, food products and goods. Auburn products will be well-known throughout the region and state and the city will become a destination for young people regionally and nationally seeking to live in a town that is moving, as much as possible, to total sustainability, including agricultural and economic independence.

 

^Product 

As a non-profit project, our service is helping to create awareness of opportunities that a focus on sustainability would create and help initiate them.  These programs and services would include, but not be limited to: encouraging more artists to live in Auburn, developing a visiting poets series, art galleries, a theater troupe, work with local developers to employ Green methods, encourage drought-resistant landscapes and non-toxic landscape treatment, subscription farms, a food co-op, a farmers market, land trusts, tree planting, more open space, additional bike paths and alternatives to automobile transportation, internships and increased youth participation in all seven focus areas. These projects will foster community involvement and growth in the city of Auburn.

 

^{Price/Marketing Methods}

Sustainable Auburn activities are coordinated by Paul Nelson and Meredith Sedlachek, working under the guidance of a Board of Advisors. Two writers with a combined 27+ years of non-profit work, their compensation is based on an extensive experience in study of sustainability issues and Paul’s knowledge of the Auburn community, based on 16 years of residence. This compensation is a lower-than-market-rate $65 per hour. We imagine a number of volunteer hours being a part of this, such as the efforts leveraged to assist the creation of the Auburn International Farmer’s Market.

 

Using the expertise of our Board of Advisors, Sustainable Auburn will use multiple media outlets, including the current column on sustainability in the Auburn Reporter, the blog, local radio pubic service time and a strategic partnership with Puget Sound Access, to create buzz and word-of-mouth on the many programs and projects that Sustainable Auburn seeks to create and develop in the city of Auburn, including, but not be limited to: encouraging more artists to live in Auburn, developing a visiting poets series, art galleries, a theater troupe, work with local developers to employ Green methods, encourage drought-resistant landscapes and non-toxic landscape treatment, subscription farms, a farmers markets, land trusts, tree planting, more open space, additional bike paths and alternatives to automobile transportation, internships and increased youth participation in all seven focus areas. Our 26+ years of media experience will be most helpful here.

^Place 

Using the expertise of our Advisory Board, Sustainable Auburn will use multiple media outlets, including the current column on sustainability in the Auburn Reporter, to create buzz and word-of-mouth on the many programs and projects that Sustainable Auburn seeks to create and develop in the city of Auburn, as mentioned above.

^Promotion 

Key elements in the promotion of Sustainable Auburn, its projects and services include:

 

·       The use of environmentally-friendly products when creating marketing materials.

·       Development of Sustainable Auburn Web site to promote projects and encourage community and business involvement.

·       Advertising where environmentally-conscious consumers shop, such as local natural and organic foods stores.

·       Connecting with other Green and sustainable businesses in the area and promoting each others' services.

·       Attending local festivals to get the word out about Sustainable Auburn and encourage community involvement.

·       Getting involved in the community, including  donating a percentage of any profit to  local charities and/or partnering with the local food bank to provide healthy food options for local families in need .

 

^{Sales Strategy}

 

Funding Strategy

Part of the sales strategy of Sustainable Auburn includes securing funding and support from outside the city and community of Auburn, exploiting the multiple grant resource agencies available for our projects, thereby making the project itself Sustainable. These agencies include, but are not limited to:

 

·       Kellogg Foundation, whose mission to “support children, families, and communities as they strengthen and create conditions that propel vulnerable children to achieve success as individuals and as contributors to the larger community and society.” Directly connects with our youth programming components. Another of their key approaches focuses on developing a sense of “place.” For grant seeking, Sustainable Auburn falls under the Food, Health & Well-Being program element.

 

·       Puget Sound Access, with a strategic partnership designed to create programming on Sustainability issues for the cable channel with funds acquired through funding partnerships which would allow us to utilize a powerful tool for additional outreach via TV.

 

·       The King County/Seattle Built Green® incentive provides funding for single-family, townhome, and multi-family residential and community development projects to help offset the cost of certifying and designing innovative green projects throughout Seattle and King County. Eligible projects may receive up to $20,000. Grants are funded through the King County Department of Natural Resources and Parks, Water and Land Resource Division and Seattle Public Utilities.

 

·       Seattle Foundation Community Grantmaking Program, which is “committed to providing general support to a diverse group of King County nonprofits that enrich and strengthen the quality of life for residents across King County.”  For grant seeking, Sustainable Auburn completely fits within their required “HEALTHY COMMUNITY” Framework.

 

^{Community Strategy}

Key elements in the outreach strategy of Sustainable Auburn, its projects and services include:

 

·       Development of Sustainable Auburn Web site to promote projects and encourage community and business involvement.

·       Working with local water conservationists and clean air initiative organizations to promote and roll out programming in these target areas.

·       Developing a strategic partnership with Puget Sound Access to leverage funds for time spent in creating TV programs on Sustainability and create greater awareness of issues

·       Working with local and regional artists to further the missions of our cultural programming

·       Establishing a youth council, in partnership with the Auburn High Key Club and other high school clubs and organizations, to develop rich youth programming components in all seven target areas. 

·       Advertising where environmentally-conscious consumers shop, such as local natural and organic foods stores.

·       Connecting with other Green and sustainable businesses in the area and promoting each others' services.

·       Attending local festivals to get the word out about Sustainable Auburn and encourage community involvement.

·       Getting involved in the community, including  donating a percentage of any profit to  local charities and/or partnering with the local food bank to provide healthy food options for local families in need.

 

 

^{Development [Introduction]}

Sustainable Auburn will focus on increasing its visibility in the community.  A blog has been established along with a regular newspaper column in the Auburn Reporter has been established, along with an updated blog. We seek initial start-up funding from the city of Auburn, as well as from the Seattle Foundation and the Kellogg Foundation.  We are also initiating discussions with Puget Sound Access to co-write grants to seek funding for TV programming on sustainability issues.

 

We are working to enhance a well-respected and active Advisory Board which will lead to development of the Board overseeing the corporation under which Sustainable Auburn operates. As programs are enacted, participating farms and local businesses will carry information about Sustainable Auburn and how we are helping to foster a thriving community of sustainability and culture. Program brochures will be distributed by local social service programs and agencies that serve the target population groups. In addition, these programs and agencies will serve as advocates of using Sustainable Auburn and its programs to positively impact youth in the community and in response to the need for quality, local food products for families in need. Eventually, securing office space will be necessary to further develop and support our array of programs.

 

^{Current Status}

Sustainable Auburn is in the initial stages of development, and actively seeking grants and other sources of funding to further the implementation of the project. Ideally, the City of Auburn would develop the parcel of land earmarked for the city by King County and set up a land trust, enabling the full blossoming of the project.  Ideally, the project would be fully funded and operational no later than May, 2009.

 

^{Development Plans}

Explore project development opportunities, including:

 

·    Assess market potential of projects and services with sustainability benefits (i.e. organic, eco-friendly, fair trade) within our target market

·    Consider local resources and businesses (eg. Specialty stores, Green businesses) for involvement and partnership

·    Evaluate other city sustainability projects and non-profits before launch

·    Identify opportunities to leverage recycled, recyclable and biodegradable materials

 

Build sustainability marketing campaigns, including:

 

·       Ensure that all sustainability claims are well-documented and measurable

·       Highlight specific benefits alongside the term “sustainability” in communications

·       Stress comparable or superior quality compared to other products in addition to sustainability benefits

·       Emphasize personal benefits, in addition to environmental/social benefits (eg. Health and wellness, cost savings, performance) to reach a broader audience beyond core “sustainability-driven” consumers.

 

^{Development Timetable}

(See attached Document.)

 

Now-ongoing, develop Advisory Board.

Now-ongoing, develop Corporate Board of Directors.

August 1, finalize Business Plan.

Early August, make presentation to Rich Wagner.

Mid-August, get initial contract from the city.

Mid-August, apply to Seattle Foundation and Kellogg Foundation for funding.

Late August, make initial contacts to potential participants in CSA project, Farmers Market and Food Co-op.

Early September, get Key Club involvement in these projects, more Youth Advisory Board Members.

September – December, take Sustainable Connections workshop, work to establish Co-op, other tasks.  

^{Development Risks} 

Foreseeable obstacles include: acquisition of funding, lack of local government and business support, legal issues with regard to land ownership.

 

Introduction

 

Sustainable Auburn will continue its regular column in the Auburn Reporter and use that source to boost traffic to its blog, which will be maintained and updated regularly. We seek to operate its business with the smallest carbon footprint. This includes implementing our marketing plans in the least environmentally-impactful way, while maintaining reach, buzz and respect within the community.  To that end, we will patronize local Auburn businesses that align with these ideals to market Sustainable Auburn, its projects and programs.

 

^{Competing with Operations}

 

Sustainable Auburn will serve Auburn residents and those interested in fresh, organic products, by creating and developing programs and services that increase the visibility of Auburn as a sustainable, Green community and improve access to quality foods, products and cultural opportunities. 

^{Scope of Operations}

 

Initially, Sustainable Auburn will operate out of 908 I St. N.E. #4, Auburn, WA 98002. These facilities include necessary office equipment and Internet connectivity, necessary for the initial stages of operations.

 

When Sustainable Auburn is fully funded and operational, we anticipate the need to hire the following personnel:  Youth Programs & Volunteer Coordinator, Agricultural Community Liaison, a sales consultant and a bookkeeper on an as-needed basis. 

 

Ongoing Operations

 

On a quarterly basis, the offices of Sustainable Auburn will be focused primarily on successfully implementing our agricultural, cultural and artist program initiatives.

 

On a weekly basis, we will create or renew contacts and engage in correspondence and communications with city and regional resources, and national organizations as needed. We will facilitate any formation of necessary committees, consult with our Advisory Board, and act as a conduit for local key players to connect and further enhance the success of our programs.

^{Management [Introduction]}

Sustainable Auburn’s management team will consist of an Advisory Board, an Executive Strategist and a Marketing Strategist.

 

^{Company Organization}

 

Paul Nelson is the Executive Strategist of Sustainable Auburn. Paul works with an Advisory Board, and reports to the corporate board of the umbrella 501(c)(3) organization.  The Advisory Board consists of Deanna Burnett Keener, Greg Watson, Rebecca Rose Nelson, Deena Cornish, Chuck Goodwin and Amalio Madueño, (Development and CSA consultant). Other personnel include Meredith Sedlachek, (Marketing Strategist).

 

^{Management Team}

 

Poet/Teacher/Interviewer Paul Nelson hosted/produced/syndicated 450 hours of radio programs on the Whole-Systems transition. These programs gave him a well-rounded understanding of sustainability issues. He earned a B.A., in Communications from Chicago’s Columbia College, and an M.A., from Lesley University in Organic Poetry. His long serial poem re-enacting Auburn history titled A Time Before Slaughter will be published in April, ‘09 by Apprentice House of Baltimore.

 

Amalio Madueño is the Principal of Community Development Consulting Services. He is a private consultant to local governments, institutions, nonprofits, private corporations and Los Alamos National Laboratory on community development, various economic development initiatives, plans and projects including public buildings, arenas, parks, health facilities, solid waste repositories, water pollution control programs and renewable energy (solar).

 

With more than 13 years of experience as a writer, editor, brand champion and Web strategist for a broad array of print and digital media, Meredith A. Sedlachek’s expert word-wrangling talents have been used by a wide range of clients including: The Seattle Times Company, TBA Global Events, Arnold Worldwide, Holland America Line, USAToday.com, Booz Allen Hamilton, Fannie Mae, Microsoft Corporation, Doug Fox Travel & Cruise, Red Baron Pizza and more. She earned her B.A. in English and M.F.A. in Creative Writing at Hamline University. She’s done extensive work in the non-profit arena.

 

^{Board of Directors}

 

Sustainable Auburn will work in concert with a well-regarded Advisory Board, which will make recommendations to the corporate Board overseeing operations. This Advisory Board currently consists of Chuck Goodwin, Greg Watson, Deanna Burnett Keener, Rebecca Rose Nelson and Amalio Madueño. We are working to expand this group.

 

^{Management Compensation}

Paul Nelson and Meredith Sedlachek will each work for a below-market rate of $65 per hour.

^{Summary of Financials [Introduction]}

Sustainable Auburn is funded from a variety of sources, public and private. We anticipate that funding will start with an annual contract with the city of Auburn for $24,000 and increase by 15% over the next three years. The Executive Strategist and the Advisory Board will be responsible for reviewing the expenditures and making adjustment to assure the program solvency.

 

^{Financial Assumptions}

 

The financial plan depends on important assumptions. The key underlying assumptions are:

 

·       We assume a slow-growth economy, without major recession.

·       We assume population growth that will contribute to additional clients.

·       We assume, of course, that there are no unforeseen changes in funding availability.

·       We assume a continued need for clean air, water, food and increased cultural opportunities in the city.

 

^Appendices

 

^{Table of Appendices (To be developed)}

 

Support for Product/Service Description (e.g., diagrams, pictures, etc.)

Support for Marketing and Sales Plan

Support for Development Plan

Support for Operations Plan

Resumes of Management Team

Financial Statements

·         Cash Flow Statements [5 years]

·         Income Statement [5 years]

·         Balance Sheets [5 years]

·         Other supporting financial statements