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 ServingIndividual Jewish

Customers• Target: Women, ages 45-65• 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 connectionsPartnerships – Jewish Social Justice

Roundtable. Hazon, Divine Chocolate# meetings, referrals, links w/synagoguesDifficult 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 MarketSocial Media Strategy

Partnerships

ACTIOn plan6 months 1 year 3 years

# New products on the market 3 7 25

# New stores selling Fair Trade 10 25 100

Website conversions- downloads

# New online customers

% Return customers 10% 15% 25%

# People at Fairs/Conferences 5,000 7,500 18,000

# Fair Trade Synagogues 0 20 100

# New Donors

FTJ Revenue Streams

• 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

•Weaknesses•Strengths

•Customers may not want to change behavior

•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 consumerismStrategies• Outreach and education- linking jewish values

with ft principles/internal authenticity/coherence/integrity

• Designing new products• Introducing products to Jewish market & selling

YOU

Become an FT Investor and Help us Build our Capacity

Join our team as an Advisory Board

Member

Become an FTJ Ambassador and Spread

the Word