Why FTJ is Needed Ability to purchase products in alignment with religious values Create jobs to lift thousands of artisans out of poverty

How FTJ Achieves Its Mission Develop/Distribute Educational Materials, creating demand for Fair Trade alternative Provide Support/Design New Judaica Products, increasing their availability Introduce Products to Retailers and Consumers, making them more accessible

Who FTJ is Serving Individual Jewish Customers Target: Women, ages Members of Synagogue Sisterhoods and/or Advocacy Organizations 70% Fair Trade influences their purchases Seeking quality yet interesting products Potential market= 750,000 – 1 million potential clients x $35 sales/year = $26 million/year Fair Trade Groups Target: Fair Trade businesses and their partner artisans # Increased partners # New products Differences Potential Market = over 50 members of Fair Trade Federation to work with Jewish Institutions/Retailers Target: Four religious denominations/membership; community/synagogue gift shops; At least 45 stores have added FT to inventories in 2.5 years Affordable Alternative to sweatshop made products Beautiful and well made Potential Market = over 250 synagogue stores (reaching 500,000 members) and 75 community/museum stores

FTJ’s Value Proposition/Competitive Advantage Only organization focused exclusively on intersection of Judaism and Fair Trade – created and occupy this niche Established relationships with each link in our comprehensive distribution system: Customer, Retailer, Wholesaler, and Artisan Strong community connections Partnerships – Jewish Social Justice Roundtable. Hazon, Divine Chocolate # meetings, referrals, links w/synagogues Difficult to take market share from us = Media, customer loyalty, Reputation/referred to as expert in the field Fair Trade Sales, in general, have been growing at least 10%/year over last 3 years; projected trend is upward growth

Competition/positioning

FTJ accomplishments Brought to market over 25 new Judaica products in 3 years Products now found in over 50 Judaica/Fair Trade stores # online customers within 1 year Lean Start-up with over 3 years experience; referred to as Leader in the field Lessons Learned: Lessons Learned Target Market Social Media Strategy Partnerships

ACTIOn plan 6 months1 year3 years # New products on the market3725 # New stores selling Fair Trade Website conversions- downloads # New online customers % Return customers10%15%25% # People at Fairs/Conferences5,0007,50018,000 # Fair Trade Synagogues # New Donors

FTJ Revenue Streams Retail Sales (35%) On-line (50-75% margin) FTJ Website Partnerships Affiliate sites Fairs ( 50-75% ) Customized orders Projected: 50% of income in 2 years Wholesale/ Commissions (15%) FTJ label products ( 50% margin ) Wholesale Rep Commission sales ( 5-15% wholesale cost ) Projected: 20% income in 2 years Contributed Income (50%) Donations Grants Investments Projected: 30% income in 2 years

Major Competitors Fair Trade Retailes/Wholesalers Weaknesses Strengths Availability of low cost Judaica products Customers may not want to change behavior Potential Other Judaica businesses who could begin FT

VISION FTJ envisions a world where artisans and farmers are paid a living wage, work in safe environments, and are able to provide a sustainable life for their families and communities

Mission Statement Fair Trade Judaica (FTJ) is building a fair trade movement in the US Jewish community, Jewishly ethical form of consumerism Strategies Outreach and education- linking jewish values with ft principles/internal authenticity/coherence/integrity Designing new products Introducing products to Jewish market & selling

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