Old Creamery Cooperative, Inc. Summary of Business Plan for Co-op Start-Up, Store Acquisition, and Renovation. As of April 25, 2012

Transcription

1 Old Creamery Cooperative, Inc. Summary of Business Plan for Co-op Start-Up, Store Acquisition, and Renovation As of April 25, 2012

2 BECOMING A COOPERATIVE The Old Creamery Cooperative, Inc. (the Co-op) will be a new, for-profit cooperative corporation which will purchase the existing business and real estate of The Old Creamery. The Co-op will be acquiring a successful business, with deep roots in the community and many hundreds of regular customers. It will base its operations on the policies and procedures which are responsible for this success. All changes to the current operation will have the purpose of improving and enhancing the current business, and increasing the business s ability to fulfill its goals. The Co-op intends to raise $1,261,500 million to establish the cooperative, purchase the building, business, and inventory, complete an initial phase of renovations and alterations to the building, grounds, and store (see details below), and establish an operating reserve fund. The capitalization is projected to include $725,000 from our community (the equity from 500 member-owners, outright gifts and grants, memberowner loans, a subordinated long-term loan from the sellers, and deferral of a portion of the purchase price for payment at a later date). Financing will also include $536,500 in borrowing (a construction loan that will convert to a long-term loan secured by the property and a line of credit). A summary table of Sources and Uses of Funds is available on request. The creation of the Co-op will preserve 26 current jobs and will sustain established relationships with 100 locally owned businesses, including farmers, specialty food producers, artisans, authors, service providers, and other suppliers. Our success in preserving a small rural business that began as a dairy cooperative in 1886 will serve as a model for other communities seeking to retain or foster self-sufficiency in rural communities. MISSION The Co-op will be a retail store and café offering conventional, local, natural, and organic products to meet our customers need for quality and convenience at a fair price. The Co-op will support the local economy by employing local people and selling local products whenever possible. The Co-op will be a hub of activity and a social gathering place where dialogue and education are valued and fostered. The Co-op will promote local and regional production, practice environmental sustainability, and welcome and reflect diversity. The Co-op will be open to all. CUSTOMERS A 2010 survey of area residents found that: Most of the Creamery s frequent customers live in Cummington, Plainfield, and Worthington Over 60% of frequent customers strongly agree that they enjoy the atmosphere of the store, feel welcomed and appreciated, and find the staff friendly and helpful Over 40% of frequent customers strongly agree that they are served promptly and courteously, are pleased with the store s quality and selection, and find the staff knowledgeable about store products Very high percentages of current customers already purchase items in key merchandise categories, including produce, deli foods, baked goods, grocery, lunch, cheese, beer and wine, and bulk foods More than three-quarters of members and half of supporters already do more than 10% of their grocery shopping at the Creamery Almost three-quarters of members and almost half of supporters already visit the Creamery at least once a week Members and supporters want to support their community with their shopping habits when they can. The most important benefits to them of supporting the Creamery are supporting local producers and keeping local jobs, keeping the Creamery vibrant and sustainable, making the community stronger, and being a part of a community The principal criteria leading members and supporters to choose a grocery store were selection of local foods, quality and variety of produce, presence of an in-house deli/café, and location. A large majority of survey respondents ranked the Creamery very high in three of those four categories: local foods, in-house deli/café, and location

3 Those who do not shop at the Creamery, or shop there infrequently, have three principal reasons location, a constricted shopping environment, and price. We can t change the location, but plans have been made to improve the shopping environment and provide lower-priced items for purchase RENOVATION AND EXPANSION The store will be renovated and expanded to provide more space for shopping without shrinking the café seating area, plus adequate space for receiving, storage, production, and administrative support. This will lead to: A larger selection of merchandise Improved customer service and staff efficiency An improved shopping environment Improved management information systems Lower prices without reducing gross margins There will be: Wider aisles and a brighter store Multiple paths to enter the shopping area 20% more shopping space Designated work spaces for each department Outside compressor venting in warm weather and heat capture and reuse in cold weather, if possible The deli will be located near the café seating area The cash registers will be centrally located with a view of most aisles HOW WE GOT TO WHERE WE ARE NOW In January 2010, Alice Cozzolino and Amy Pulley, owners of the Old Creamery since September 2000, expressed their desire to transition the Creamery to a different form of ownership. They needed more managers to share the work and more owners (that s us) to share the responsibility. They began to explore the idea of the Old Creamery becoming a consumer co-op. A community meeting was called to gauge support for the project. More than 300 community members attended. That night, the Old Creamery Co-op was off and running. For the past 2 years, a dedicated group of volunteers has engaged in a comprehensive business planning effort. We have incorporated the Co-op, established a founding board of directors, adopted bylaws and board policies, negotiated a purchase and sale agreement, enlisted 500 founding memberowners, raised substantial funding to date, leveraged $55,000 in donated services and in-kind technical assistance, initiated a member-owner loan campaign, conducted an in-depth assessment of the building and grounds, conducted a staff survey, interviewed and provided training to current staff, obtained a professional appraisal and valuation of the property, commissioned customer and community surveys and an in-depth market study, developed plans and cost estimates for store renovations and parking area improvements to meet current and anticipated needs, and prepared a business plan. The Old Creamery Co-op will continue operating as a full-service grocery store and deli, with café seating. It will focus on healthy food, both natural and organic ( conventional groceries will continue to be included), locally produced food, crafts, and other products. The store will include all major food store departments, including meat/seafood, produce, frozen food, dairy and cheeses, deli and bakery, bulk foods, vitamins/supplements, health and beauty products, and general merchandise The Co-op will provide a welcoming environment where customers can interact with each other and with staff, engage in conversation over lunch or coffee, and share information and resources which will strengthen the community. The Old Creamery currently has a liquor license that allows the sale of beer, wine, and spirits for consumption off premises. The Co-op will seek transfer of that license, and must obtain approval to transfer it, prior to taking ownership of the business.

4 The Creamery is more than a retail store. It hosts product tastings, cooking classes, movie nights, and coffeehouse style entertainment featuring area musicians, storytellers, and poets. It has a wholesale buying club that is open to all. It also houses the Hilltown Sustainability Library, which includes books, videos, and other resources related to living locally resilient and ecologically responsible lives. The Co-op will continue offerings such as these. HOW WILL THE CREAMERY CHANGE, AND WHY? A general manager will supervise the work of the staff. The general manager will operate within policies set by a board of directors that will represent you, the member-owners The selling space will be larger, and the store will be rearranged to allow much better flow. You won t feel as crowded, and you ll be able to see and reach everything more easily. The kitchen and the deli counter will be made more efficient so that you can be served faster, and we will make improvements to the parking areas A point-of-sale computer system has been installed at the Creamery. This is necessary to provide current information that can be used to show us how we can serve you better, to make sure that we always have the right amount of inventory on the shelves so that you find what you need, to make it possible for us to compare our performance with that of similar cooperatives, and to give us information to track member-owner purchases for future patronage dividends The current operation of the Creamery requires far too many hours of labor on the part of the two owners. When the Creamery becomes a cooperative, it will have a salaried general manager, a parttime financial manager, and a part-time bookkeeper, and we will increase management capacity of other key positions. In addition, our cooperative will have a part-time member services staff to provide communication with and outreach to members, and to make sure member needs are met. Increased sales from expanding the selling space and making it easier to shop at the Creamery will support the salaries of these additional employees HOW WILL THE CREAMERY STAY THE SAME? The core values of the Creamery will stay the same when it becomes a cooperative. Co-operatives are based on the values of self-help, self-responsibility, democracy, equality, equity, and solidarity. Cooperative members believe in the ethical values of honesty, openness, social responsibility, and caring for others. That sounds a lot like the vision that currently guides the Creamery. It is also the vision that will guide the Co-op. GOVERNANCE As defined by the International Cooperative Alliance, a cooperative is an autonomous association of persons united voluntarily to meet common economic, social and cultural needs and aspirations through a jointly-owned and democratically-controlled enterprise. Cooperatives differ from other stores in their ownership structure. Cooperatives are incorporated to provide services that meet the economic or social needs of their member-owners. Like other corporations, cooperatives are governed by a board of directors; a cooperative s board is elected by the member-owners. The board sets the goals and policies by which the general manager manages the business. Unlike other corporations, cooperatives are democratically structured so that all member-owners have equal voting rights, regardless of how much they have invested in the enterprise. Directors are elected from the membership and are responsible for leading the organization on behalf of the membership as a whole. Governance Structure of the Old Creamery Co-op Member-Owners Member-owners invest in the Co-op; shop at the store; take part in Co-op programs and events; promote the Co-op in the community; help define the purpose and goals of the Co-op; and vote for the board of directors. Board of Directors The Co-op s board ensures a meaningful link to member-owners, and is accountable to them; has responsibility for protecting the Co-op s assets; determines goals, policies, and member-owner benefits;

5 provides oversight of Co-op committees; approves budgets and financial policies; hires/fires and evaluates the general manager; and determines a structure and process for evaluating the board of directors. The board represents the Co-op in the community. General Manager The general manager is accountable to the board; works within the board s vision and policies; prepares job descriptions and performance standards; sets compensation and benefits within the board-approved budget; hires and fires staff; prepares budgets and business plans; and provides regular reports to the board so they can monitor the implementation of co-op policies and make decisions. The general manager serves as a resource for the board of directors and the community. Staff/Operations Staff members are accountable to the general manager. Staff may be member-owners of the co-op, though membership is voluntary; they implement the business and operating plans, provide customer service, fulfill their areas of responsibility, serve on staff committees, and provide regular reports to the general manager so she/he can monitor performance and make decisions. Staff members are a resource for the general manager and the community. COOPERATIVE VISION, VALUES, & PRINCIPLES Ends/Purpose Through a thriving cooperative enterprise, we encourage a vibrant healthy community and a sustainable local economy. We define our community as including: Co-op member-owners Non-member customers Co-op staff and their families Local suppliers Local residents (including seasonal residents) Local businesses Local organizations (including nonprofit organizations, civic associations, and local governments) The larger cooperative community Past and future generations of Old Creamery Co-op members and customers The living landscape, wildlife, and natural systems that sustain us in our unique and beautiful Hilltowns Values The Co-op believes that communities are vital, healthy, and sustainable to the degree that they are: Connected and Communicative: Members conscientiously foster and support the positive aspects of the community. Members come together to discuss and solve problems affecting the community. Members are aware of and responsive to the needs of the community. The community creates time and space to gather, support, and celebrate each other. Inclusive and Supportive: All community members are respected and respectful and value difference. Members remain open to new ideas and perspectives about the community. Members appreciate and foster the diversity of the community. Visitors to the community feel welcomed and appreciated. Interdependent and Resilient: Natural and agricultural resources and cultural heritage are valued, protected, and conserved. Working lands and wild lands are recognized as essential elements of the community. Members who live in, work in, or visit the community value the contribution each makes toward the overall health of the community. The triple bottom line, planet, people, and profitability, is used to assess the Co-op s contribution to the community.

6 Thriving and Dynamic: The community offers jobs with working conditions that are safe and respectful, and that allow people to provide for themselves and their families. Members assume responsibility for one another and ensure that all are nourished, sheltered, safe, and cared for. Community members have the skills and knowledge necessary to achieve personal growth and satisfaction and contribute to the community. The community respects and nurtures innovation while respecting the wisdom of the past. Principles Our cooperative development efforts will continue and expand upon the vision of the Old Creamery s current owners, whose business practices incorporate many cooperative values and principles. The following is a list of the principles under which consumer cooperatives generally operate, and which the Co-op will follow: Voluntary and Open Membership Cooperatives are voluntary organizations, open to all persons able to use their services and willing to accept the responsibilities of membership, without gender, social, racial, political, or religious discrimination Democratic Member Control Cooperatives are democratic organizations controlled by their members, who actively participate in setting their policies and making decisions. Men and women who are elected to the board are accountable to the membership. Members have equal voting rights (one member, one vote) Member Economic Participation Members contribute equitably to, and democratically control, the capital of their cooperative. Members receive limited compensation, if any, on capital subscribed as a condition of membership. Members allocate surpluses for any or all of the following purposes: developing their cooperative, including setting up reserves; benefiting members in proportion to their transactions with the co-operative; and supporting other activities approved by the membership Autonomy and Independence Cooperatives are autonomous self-help organizations controlled by their members. If they enter into agreements with other organizations, including governments, or raise capital from external sources, they do so on terms that ensure democratic control by their members and maintain their cooperative autonomy Education, Training and Information Cooperatives provide education and training for their members, board of directors, managers, and employees so they can contribute effectively to the development of the co-operative. They inform the general public, particularly young people and opinion leaders, about the nature and benefits of cooperation Cooperation Among Cooperatives Cooperatives serve their members most effectively and strengthen the cooperative movement by working together through local, national, regional, and international structures Concern for Community Cooperatives work for the sustainable development of their communities through policies approved by their members WHAT HAPPENS NEXT? We are headed into the home stretch of transitioning the Creamery into a cooperatively owned business. There are many critical milestones just ahead, each of which requires community support. The major areas of work are: Finish our community fundraising campaign (completed January 2012, with $225,000 raised!) Complete first phase of our member-owner loan campaign, with a goal of $185,000 (just $79,000 left to raise before purchase can commence) Secure financing commitments from loan funds and/or local banks (completed April 25, 2012) Initiate and complete the liquor license transfer application process (start May 2012) Put the renovation project out to bid and select general contractor (by May 2012) Purchase the Old Creamery and re-open as the Co-op! (TBD, as soon as possible) Convene the first Annual Meeting of the Co-op's member-owners!! (TBD, likely in fall of 2012)

7 Complete the second phase of our member-owner loan campaign with a goal of $100,000 (by December 2012, this will let us pay off a short-term bridge loan that we used to purchase the business) HOW YOU CAN HELP We need your help to realize the Co-op s vision and ensure a vibrant, sustainable Creamery Co-op for years to come. Here s how you can help: Become a member-owner of the Old Creamery Co-op; payment plans are available, and some subsidized memberships are available for those who really need them Spread the word about the Co-op to your friends and neighbors, and inspire one more person to become a member-owner of the Co-op Then inspire one more! Shop at the Creamery just a little bit more than you do now. Your purchases are the best guarantee that the Old Creamery Co-op will thrive. Send us your ideas, suggestions, and concerns Make a financial contribution to support our work. Gifts of any amount are welcome, will directly fund our planned building renovations, and will reduce the total amount we need to raise from member loans. Because we have exceeded our fundraising goal for development expenses, future gifts made to the Cooperative are not tax-deductible. Participate in the member-owner loan program if you can. Our goal is to borrow at $285,000 from our member-owners. We d much rather pay some interest to you than a lot of interest to banks FINANCIAL STATEMENTS An estimate of the total cost for the conversion of the Creamery to a co-op and a table of the sources and uses of funding is available on request. Please contact us if you would like additional financial information related to this business plan. DOCUMENTS SUPPORTING THE BUSINESS PLAN Many documents have been prepared that support our business plan. A partial list is below. Please contact us if you would like additional information. 1. Articles of Incorporation and Amendment 2. Bylaws 3. Old Creamery Revenue and Expense Report Old Creamery Cooperative Projected Revenue and Expense Board of Directors List with Biographical and Contact Information 6. List of Local Businesses and Organizations That Benefit from the Old Creamery 7. Market Study 8. Member and Supporter Survey Summary Report 9. Master Plan, Preliminary Study, and Construction Drawings 10. Independent Construction Cost Estimates 11. Member-Owner Loan Prospectus 12. Prospective board member information and application packet 13. Complete Business Plan 14. Cooperative Business Journal Article and a variety of other media articles

8 FOR MORE INFORMATION Visit our website: Contact our board President, Kimberly Longey, at or our board Treasurer, Michael Kalagher, at Stop by the Old Creamery store and talk with Alice Cozzolino or Amy Pulley, or call them at Write us at: Old Creamery Cooperative, Inc., PO Box 11, Cummington, MA Thank you for supporting the Old Creamery Co-op as a member-owner, as a shopper, as a friend. We value every contribution to the success of the Old Creamery Co-op.