a funding proposal

A Funding Proposal

“Tasteful Giving”Helping Children With Each Mouthful

2“Tasteful Giving” Helping Children With Each Mouthful

Contents

The 13 Donuts Foods Mission Page 3

Participants Pages 5-7

Contributions/Benefits Product Offerings Pages 8-9

Understanding the Mechanics Page 10

The Economics Pages 12-22

The Marketing Plan Pages 23-32

Open Discussion and Q&A Page 33

Executive Talent Page 34

Contact Information Page 35


The 13 Donuts Foods Mission

13 Donuts Foods is a high quality organic line of foods where all* profits are donated to 13 child-focused charities

The food line has been very successfully sold at a variety of Shriners Hospital events and is now expanding to online direct sales to increase sales and subsequent donations

* 5% of popcorn profits are not available for charitable donation


The Participants

Quattro Fratelli Foods 13 Donuts Foods Needy Organizations

Needy Organizations


Participant Contributions

Quality product(s)

Existing capacity & equipment

Opportunity for product expansions

Are vehicles for raising financial support

Lend support & effort

Needy Organizations

Fund raising experience

Commitment to the project

Sales Management


Cost effective fund raising tool

Opportunity to raise $

Consumer valued product

Needy Organizations

Participant Benefits

Provides additional business

Fulfills corporate responsibility to community

Funding of organization

Fulfillment of philanthropic goals


THE BIG WINNER- THE KIDS!

Funding of operating budget Opportunity for the kids Opportunity for the kids Opportunity...

The 13 Donuts Foods Charities Will Benefit From


Product Offerings

Popcorn BBQ Sauce/Meat Paint Marinara Sauce Minestrone Soup Rum Cake

ALL ORGANIC


The Initial Offering


Understanding the Mechanics

Proceeds

Organization and Administration

Product

Quatro Fratelli manufactures and ships the products

13 Donuts Foods develops sponsor network 13 Donuts Foods administers programs for

Sponsor Organizations

Sponsor organizations have fund raisers

13 Donuts Proceeds are split Charitable Contributions

are made

Fund Raising


Plan Implementation Realities

“People, not plans, produce results

Eventually everything deteriorates into hard work” (Peter Drucker)

THE ECONOMICSRENUMERATION OF PARTNERS



Popcorn

Distribution Of Proceeds Quatro Fratelli (mfg cost + small profit) $15 13 Donuts Foods $12 Sponsor Organization $30 Total* $60* Equals $5 per

13 Donuts FoodsSource & Use Of Funds

Sales to Sponsor Organization $30 Cost purchased from Quatro Fratelli $18 Gross profit before expenses $12


Meat Paint

Distribution Of Proceeds Quatro Fratelli (mfg cost + small profit) $15 13 Donuts Foods $12 Sponsor Organization $30 Total* $60* Equals $5 per


Sales to Sponsor Organization $30 Cost purchased from Quatro Fratelli $18 Gross profit before expenses $12



Expense Allocation

Advertising & Promotion 46%Overhead 34%Sales Expenses 15%Sales Mgmt 5%


Distribution of profit

13 Donuts Foods - 36 Investors $ 2.2313 Donuts Children’s Charities $ 1.33

Profit Distributed $4.22

13 DONUTS FOODSSOURCE & USE OF FUNDS



Expense Allocation

Buffalo Prairie 51%

Hole in the Wall 31%

Northern Quest 10%

Reinvestment 8%



Summary Source and Use

Product Cost 60%Expenses 26%Contributions 14% *


Needy Organizations Receive

Easy to sell product Valued by consumer Significant retention of proceeds (50%)

Proceeds *50%

External cost50%

* Excludes incentive and administrative costs at organizational levels.


Sample Of XYZ School

Number of Students 3,000 Sales goal per student 1 case Expectation level 75% Cases sold 2,250 Sales price per case $60

Gross proceeds $135,000

Cost of product ($67,500)

Gross profit $67,500

School's expenses ($1,350)

Available for school $66,150


Pro Forma @ 200,000 CasesUnit Price Total

Gross proceeds $60.00 $12,000,000 Cost of product $15.00 (3,000,000) Gross profit $45.00 9,000,000 13 Donuts Foods' expenses $7.78 (1,556,000) Available for participants $37.22 $7,444 13 Donuts Children's Charities $2.23 446,00 Reinvestment $0.22 44,000 Total Distribution $2.45 $490,000 Additional Scholarships $0.75 $150,000


Pro Forma @ 1,500,000 CasesUnit Price Total

Gross proceeds $60.00 $90,000,000 Cost of product $15.00 (22,500,000) Gross profit $45.00 67,500,000 13 Donuts Foods' expenses $7.78 (11,670,000) Available for participants $37.22 $55,830,000 13 Donuts Children's Charities $2.23 3,345,000 Reinvestment $0.22 330,000 Total Distribution $2.45 $3,675,000 Additional Scholarships $0.75 $1,125,000

THE MARKETING PLAN



SWOT Analysis

STRENGTHS • High quality organic products• Charitable tie-in• Child focused charities

WEAKNESSES• Current lack of brand

recognition

OPPORTUNITIES• Promotional Tie-ins• Massive email list • Donated services• CPC online campaign

THREATS• Competition for charitable

dollars• Large variety of competing

products in stores• Consumer Conditioning to

buy from grocery stores


Target Demos

BBQ Sauce Men 25-54 Dads Moms

Popcorn DVD Watchers 18-34 Families Moms with kids 5-18

Marinara Sauce Adults 18-54 Moms College Students Singles

Minestrone Soup

Italian community, Singles Adults 25-54

Rum Cake Adults 21-65 Holiday party hosts

and attendees


Promotional/Media Strategy

Promotion, Product Placement & Celebrity Tie-ins Publicity Social Networking Website Email Blasts CPC Online Media Buys


Promotional

Food Network Rachel Ray Paula Dean Martha Stewart The Ellen DeGeneres Show The Oprah Winfrey Network Jillian Michaels The Biggest Loser The Dr. Oz Show America’s Funniest Home Videos

i.e. Food Themed Videos

The heart of 13 Donuts Foods marketing is promotion, product placement and celebrity tie-ins, for maximum impact while minimizing costs, for maximum charitable donations to the 13 Donut Foods children’s charities

The promotional/brand management team will mine existing relationships and develop new ones to get 13 Donuts products featured and/or used on a variety of opportunities such as:

The View RuPaul’s Drag Race MythBusters i.e. Popcorn

and/or BBQ Myths Top Chef/Top Chef Masters Iron Chef Game shows i.e. Price is Right Live-in Reality Shows i.e.

America’s Next Top Model The Amazing Race Award Show Gift bags and more…


PublicityAn experienced, charity focused, publicity team will represent 13 Donuts Foods products, charitable efforts and their affiliated children’s charities activities to generate press in venues such as: News Morning News Shows Today, Good Morning America, CBS CBS Sunday Morning Evening News Local News News Magazine Shows Magazines

Online News Portals Women and Family focused websites

Magazines Women focused Food focused Family focused General Interest

RadioNewspapers


Social NetworkingSocial networking offers excellent viral marketing opportunities to increase 13 Donuts Foods brand recognition and awareness of the charitable efforts. A small staff, potentially interns, will:

Create a Facebook page and consistently post new items Create Twitter Account and tweat Actively recruit Facebook friends and Twitter followers Post comments about 13 Donuts Foods and their good works on appropriate websites

to generate awareness and click throughs to 13 Donuts Foods website Troll the web for competitor information, good ideas to emulate and identify new sites

for posting opportunities


Website

The 13 Donuts Foods Website will be the main purchase portal for the product line. The site will include:

Multiple payment opportunities including Paypal Opportunity for purchasers to donate more, above the items cost Charitable tie-ins and description of each charity and links to their sites Offer opportunity to donate to charity of choice Updated schedule of upcoming promotional and publicity Press notice scrapbook Links from each of the charity websites Rolling total of total monies donated Sign-up for update (gathering demo information)


Email Blasts

13 Donuts Foods has access to a massive database of more than 65 million email addresses ,plus new addresses from the 13 Donuts Foods website signups.

A schedule of HTML email blasts will be sent out :

Targeted for each product New product launches Seasonal/Holidays Demo and geo targeted as available

“Tasteful Giving” Helping Children With Each Mouthful


Media BuysClick throughs to the 13 Donuts Foods website will be increased with CPC online Media Buys

Pay only for click throughs while benefiting from brand awareness ad impressions Can control costs, tweaking the campaigns as needed Ad creative will focus on charitable element Media buys can be done through sell service sites for maximum control

i.e. adside.com and criteo.com for retargeting 2% target conversion rate (considered good) to be

used to determine profitable purchase rates


Q&A

a funding proposal

Documents

donuts foods charities

products13 donuts foods

donuts foods missionpage

sponsor network13 donuts

mouthful cost effective

fund raisers13 donuts

product expansions

qa page