Co-op Marketing Strategies: Building a Better Co-op/MDF Program
Case Study: Monadnock Food Co-op
Transcript of Case Study: Monadnock Food Co-op
Monadnock Food Co-op Case Study
Bonnie Hudspeth & Michael Faber NFCA Start-up Day May 7, 2016
Overview
• Intro • MFC Basic Profile • MFC’s Development Timeline • Organizing Phase: 3 Solid Decisions • Board: Learning to Delegate • Lessons Learns: Pre & Post Opening • Questions?
How We Started a Co-op
in Our Community 1. Gather Information
2. Assess Community Interest 3. Formally Set up the Co-op 4. Organize 5. Research Feasibility 6. Review Findings 7. Recruit Members 8. Create a Business Plan 9. Secure Financing 10. Site Selection 11. Prepare for Opening
*Steps from “How to Start a Food Co-op” Manual
Monadnock Food Co-op Basic Profile
First Meetings: 2007
Incorporated: April 19, 2010 Opened: April 3rd, 2013
Retail Square Feet: 7,800 Total Square Feet: 13,000 Projected Sales: $7 Million 1st Year Sales (Actual): $6.4 Million 2nd Year Sales: $8.5 Million
3rd Year Projection: $9.7 Million
Timeline: 2006 - 2008 COMMUNITY ORGANIZING: surveys, committee formed
Timeline: 2008 - 2009 Vision & Mission, Forum, Fundraising, Feasibility Study
Timeline: 2010 Incorporation, Bylaws, Membership Drive, Site Selected, PM Hired
Timeline: 2010 - 2011 Fundraiser Event, 500 Membership Party, Member Loan Campaign
Total Sources Funding Received:
Member Loans $1,034,000 Member Equity $230,000 CDBG Equipment Grant $472,000 MEDC Equipment Loan $430,000 RBEG Equipment Grant $44,000 TOTAL Funding $2,210,000
Total Uses
Equipment: CDBG $470,000 RBEG $44,000 MEDC $430,000 Co-op Capital $150,000 Total Equipment $1,094,000
Inventory Est. $230,000
Architect Fees $57,000 Pre-Opening Staffing $190,000 All Other Pre-Opening Exp $183,000 JLF Deposit $100,000 Total (Excluding Building Cost) $1,854,000
Timeline: 2011 - 2012 Interim PM, First Annual Meeting, General Manager hired, Groundbreaking Ceremony
Timeline: 2012 - 2013 Name change & New Logo, 1000 Member-Owners, Construction, 2nd AGM and then….MONADNOCK FOOD CO-OP OPENS!
Organizing Phase: 3 Solid Decisions
1. Clearly Defined Organizational Structure (reporting & accountability)
2. Hire A Project Manager
3. Find & Embrace Co-op Expertise (Consultants & Neighboring Food Co-ops)
1. Clearly Defined Organizational Structure
Member-Owners
Finance & Facilities Marketing
Volunteer Education &
Outreach
Board GM Search Committee
Project Manager
Board’s Role • Democratically elected to represent the legal owners
• Determine & set up governance structure
• Set board policies in alignment with bylaws to create clarity and transparency
• Legal and fiduciary responsibility for the co-op
• Oversee the mission being carried out (ENDS)
• Oversee Start-up Staff, then GM
• Delegate authority (to Committees/Project Manager/General Manager)
2. Hire a Project Manager • Manage risk • See the big picture • What needs to be done? • Oversee Committees & Volunteers • Report to the Board • Plan & analyze • Membership Campaign • Communications: Voice of the Co-op • Manage Site Work/Lease Negotiations • Capital Campaign Oversight • Meeting with Lenders
Two Different Projects
1. Organize the structure for a democratic association 2. Set up a grocery store
3. Find & Embrace Co-op Expertise
Hire Co-op Consultants:
• Market Study
• Legal Structure
• Organizational Development
NFCA: Peer Support & Connections
NFCA creates structure to:
• Connect start-ups to each other, and to experts
• Set up mentorship with neighboring established food co-ops
Connect to Nearby Co-ops:
• Peer Support • Learning • Shared Consulting
Board: Learning to Delegate • Figure out Governance Structure early
• Get training for your Board
• Learn to Delegate Authority
Impact of a New Food Co-op
• Monadnock Food Co-op carries products from over 175 local farms and producers located within 100 miles
• Recently awarded “Local Food Champion” by Cheshire County Conservation District.
• Employ 75 staff and paid out over $2 million in wages and benefits in the last fiscal year.
• Adopted livable wage $12 for all FT staff after 1 year
• Doubled the efficiency of our building during construction, recently hired a sustainability coordinator – installing solar on our roof
Key Factors in Pre-Opening Success
• Get the Right People on the Bus • Clearly Defined Organizational
Structure • Hire A Project Manager • Find & Embrace Co-op Expertise • Avoid Costly Distractions • Set Yourself Up to Attract a Good GM • Have FUN!
Key Factors in Pre-Opening Success
• Having a timeline and goals for the entire development process: part of the culture = reporting & accountability
• Partnering with a non-profit developer who helped utilize various sources of available capital and manage the construction project
• Reaching out to other co-ops for support the whole way through
• Successful Negotiations (Architect & Developer)
Key Factors in Post-Opening Success
• Large public community events • NCG Membership: UNFI Contract & Co-op Deals flyer
inserts • Competitive pricing: how initially judged • Management Experience • Attractive: easy to shop store (floor design consultant and
interior décor resources) • Transparency: Pricing, Union Drive • Adequate Working Capital
Lessons Learned: Next Time!
• Push back harder on architects design plans (e.g. no exit door separating service deli)
• 5 Years is a long time: use resources & learn from others!
• Negotiate for more parking
• More future expansion options
Questions?
Bonnie Hudspeth Neighboring Food Co-op Association
www.nfca.coop
I Y Our Co-ops!The Neighboring Food Co-op Association // www.nfca.coop
Michael Faber Monadnock Food Co-op [email protected] www.monadnockfood.coop