FARM FRESH CERTIFICATION Drew Behnke Dani Fashana Haylie Homen Alexandra Petruzzella Michael Yoon

Our Client  LoaCom  Marketing & advertising consulting company  Development, marketing, and event services  LoaTree  Lifestyle company  Community action and outreach  Building a Better World

LoaCom’s Needs  Farm Friendly Dining Certification  Highlight Local Foods  Support Community  Concentrated Wealth  Profit  Company Branding

Recommended Approach: Certification GoldSilverBronze Price$250$350$450 Percentage50%+25%+10%+ Facebook Mentions Bi-monthly3 per quarter2 per quarter Tweets Logo & Summary on Certification Website Top-tier Placement Mid-tier Placement Placement Framed Certification XXX Window Decal XXX Catering & Sponsoring Opportunities Gold PrioritySilver PriorityBronze Priority Restaurant Week Priority Participation & Waived Fee Priority Participation & Discounted Fee

Approval Criteria  % Requirement  Approval is based on the restaurant’s one-month-prior pay stub  New Clients will have a follow-up audit 3 months after the start date  Annual Fee  Signed Contract

Recommended Approach: Restaurant Incentives  Local Ingredients  Community

Dan Barber on Farm Fresh Food

Recommended Approach: Restaurant Incentives  Consulting  Promotional Offers

Pilot Client Promotion  If a restaurant is one of the first 10 to become Farm Fresh Certified, they will receive a discounted subscription price for the first year as a pilot restaurant.  Gold $50  Silver $100  Bronze$200

Refer A Client Promotion If a restaurant brings us a new client who successfully certifies (at any level), the referral restaurant’s annual subscription fee will be waived for 1 year.

Recommended Approach: Restaurant Incentives  Advertising Incentives  Event Planning, Certification and Sticker, Restaurant Week, and Online Marketing

Window Decal

Framed Certification

Recommended Approach: Restaurant Incentives  Advertising Incentives  Event Planning, Certification and Sticker, Restaurant Week, and Online Marketing

Restaurant Week  What is Restaurant Week?  Goals  Implementation Plan

Social Media

Website

Community Marketing

Certification Intern Certification Start Up (75) Create Website (20) Flyer Distribution (15) Create Templates (10) Restaurant Packets (20) New Client Contract (5) Order Materials (5)

Certification Manager Monthly Components (55) Point of Contact (15) Social Media Posts (5) Website Updates (5) Audits (5) Certify New Clients (10) Other (15)

Certification Manager Annual Tasks (40) Restaurant Week (20) Annual Audit (20)

Expenses ItemCost Year 3 Cost Start Up Costs Restaurant Packets280 Certification Flyers (300)150 Decal Design100 Total Start Up Costs$530 Annual Fixed Costs Restaurant Week1,500 Manager7,200 8,640 Total Fixed Costs$8,700 $10,140 Variable Costs Window Decal5 Framed Certification15 Total Variable Costs$20

Year 1 Profit Projection Revenue Variable Expenses# SoldGross Profit Gold Silver Bronze ,720 Gross Profit 3,400 Pilot Gross Profit 1,050 Fixed Expense 8,700 Start Up Expense 380 Total Profit $(4,630)

Year 2 Profit Projection Revenue Variable Expenses # Sold Gross Profit Gold ,070 Silver ,970 Bronze ,160 Gross Profit 10,200 Fixed Expense 8,700 Total Profit $1,500

Year 3 Profit Projection Revenue Variable Expenses # Sold Gross Profit Gold ,220 Silver ,620 Bronze ,310 Gross Profit 15,150 Fixed Expense 10,140 Total Profit $5,010

Recommended Approach: Expansion  By the end of year three, we believe the certification program will have generated enough revenue to expand to other local communities  Recommended Ventura and Ojai-both highly successful farmers markets  Santa Barbara Restaurant Week  could be a great marketing tool and incentive for other local farmers markets to want to join the certification program

Timeline

Restaurant Week Timeline  Intended for extra incentive for the restaurants  Once the certification builds a reputation it may not be necessary  Changes after year 3  Higher entrance Fee  City of Santa Barbara  Certification Profit Increase

Why do we think this will be successful?  The subscription fee is feasible  Local food costs  Profitable, expandable, and enticing to both restaurants and communities  People like to eat fresh, local, healthy food

Subscription Fee Cost  According to Restaurant Research Group, restaurants spend 3-6% of sales on marketing  Restaurant Sales $100,000  Spend 3% on Marketing$ 3,000  Bronze Certification$ (450)  Projected Marketing Budget Consumption15%

Local Food Costs  SCALE Inc.  Farmers Markets were the same or less expensive than supermarkets 74% of the time  Produce was cheaper 75% of the time  Organic produce was cheaper 88% of the time  Meats were more expensive from 10-47% of the time

Restaurant Eating Trends  National Restaurant Association  What’s Hot Culinary Forecast  Locally sourced meats & seafood  Locally grown produce  Environmental sustainability

Thank you!  Questions?