Business Plan. Contact: Travis Karr, Founder West Hwy 34 Grand Island, NE Phone:

Transcription

1 Business Plan Contact: Travis Karr, Founder 3134 West Hwy 34 Grand Island, NE Phone:

2 Table of Contents Executive Summary... 3 Mission Statement... 3 Market... 3 Product... 3 Funding... 3 Risks... 3 Market Assessment... 4 Business Profile... 4 Target Market Segment Strategy... 5 Market Needs... 5 Market Trends & Growth... 6 Service Analysis... 6 Competitive Assessment... 7 Primary Competitors... 7 Other Competitors... 8 Market Strategy... 8 Primary Market... 9 Secondary Market Marketing Plan Webpage Social Media Education Outreach Personnel and Adjustment Funding Targets Operational Plan Facilities Equipment and Supplies External Services Staff Requirements Regulatory Compliance and Licensing Budget Plan Budgeting Process Human Capital Management Business Risk Analysis References:

3 Executive Summary There are 1.6 Million Separated OEF/OIF/OND Veterans who have served for United States in a time of war. In the state of Nebraska resides 9,000 Veterans alone. The Rand Report shows 19% of personnel returning from Iraq and Afghanistan report a possible Traumatic Brain Injury (TBI) and 20 % a possible Post Traumatic Stress Disorder (PTSD) or Combat Stress. Some estimates show that those percentages should be larger due to reluctance to report such injuries or lack of screening. Mission Statement Midwest Battle Buddies (MBB) is a non-profit organization that provides highly qualified therapy service dogs to disabled Veterans who have been diagnosed with PTSD and or TBI from all eras of wars. MBB provides a new quality of life, belonging, and a sense of wellbeing to Warriors who struggle daily with the afflictions of war. MBB takes an unique approach by challenging Veterans to execute a new mission by training service dogs who will serve as new battle buddies for their fellow Veterans. MBB will also serve as a community outreach program educating Veterans, families, and the community on the challenges of returning from combat and separating from the military and the importance of serving again. Market October 5 th of 2012 Veterans Affairs Administration announced that they were no longer funding the cost of service dogs assigned to people with mental disabilities. Now Veterans will now have to provide funding on their own for a service dog. Demand has well over exceeded other service dog organization by 600 hundred on various wait lists throughout the nation. Currently there is no brick and mortar organization that provides mental health service dogs to Veterans in the state of Nebraska. Product Mental health service dogs provide a sense of security, calming effect, and physical exercise that can make positive impact on the lives of Veterans. These dogs are trained to work or perform tasks that lessen the Veteran s Disability. This organizational is unique and special because it will also serve as a place of healing allowing Veterans an opportunity to serve a new mission by training rescued shelter dogs, rehabilitating them, then training those dogs for a specifically matched Veterans. Funding Providing mental health service dogs and service is an expensive process. As stated above the Veterans Administration does not pay for any of this. However, MBB is developing a very effective fund raising program and will be able to support cost for those veterans who qualify for a psychiatric assistance dog. Sponsorships, individual donations, and volunteer hours will be marketed and highly encouraged in the community. Trainers and employees will be Veterans who are attending college and qualify for the compressive VA work-study program. Work-study pay will be covered by the VA as long as the Veteran Student is ¾ time in school and working on Veteran only projects. Risks As a non-profit organization MBB would not be resistant to risks affecting the overall 3

4 functionality and mission of the organization. In this business plan the founder identified risks that would appear on the operational risk score card and then possible solutions to react or prevent that situation from occurring. Market Assessment Midwest Battle Buddies (MBB), as a Non-profit organization will have a primary and secondary markets. The primary market will consist of individuals and organizations that will provide support through sponsorships, donations, and volunteer hours. According to The Chronicle of Philanthropy, Nebraska s median income, who contributes is $40,327 with an average contribution of $1,879, 4.7% of the income is given. The age range that gives the most is the at 30.7% and second is the under 20 age group at 24.7%. MBB s marketing; sponsorships, donation drives, education and event will have a primary focus on these demographics. These markets will most likely have a military affiliation or connection and this program will also attract those with connections to pets, specifically dogs. The secondary market will consist of Military Veterans who have been verified through the Veterans Administration Hospital or other qualified medical authorities of being diagnose with PTSD or TBI. The mission of the organization is directed towards this market and availability alone will drive them toward the organization. Special services as: mental health services through a partnership with the VA Hospital on site and other Veterans benefit services. Currently there is no organization that trains service dogs specifically for mental health assistance for Veterans in the state of Nebraska. There is no program challenging Veterans to execute a new mission by training service dogs as a part-time job while focus on educational goals in Nebraska. The demographics are endless for this customer profile. They must be a U.S. Veteran who has served consecutively for 6 months, honorable discharge, and has been diagnosed with PTSD, TBI, or both. Each Veteran will be handled on a case by case basis for determination and dog fitment. Business Profile Midwest Battle Buddies will be located in Grand Island, Nebraska. It is centrally located in the middle of the state with close access to Interstate I-80, a regional airport, and 9 animal shelters located in a 60 mile radius. MBB takes an unique approach by challenging Veterans to execute a new mission by training service dogs who will serve as new battle buddies for their fellow Veterans. With startup in mind, MBB will have 4 work studies with individual dogs for training. The goal would be to host 10 work studies at one time. MBB will employ a lead trainer manager and a senior manager. VA case managers will be scheduled in and cost are covered by the VA hospital. Other mental health services are available if needed. MBB will also serve as a community outreach program educating Veterans, Families, and the Community on the challenges of returning from combat and separating from the military and the gratitude of serving again. 4

5 Target Market Segment Strategy Individuals and organizations that have affiliations or connections to the Military and Veterans are most likely contributed funding for MBB. There will be a very effective fund raising program that will be able to support cost for those veterans who qualify for a psychiatric assistance dog. Sponsorships, individual donations and volunteer hours will be encouraged and activity get those individuals and organizations to participate. MBB plans to gain target market strength through outreach programs educating Veterans, Families, Organizations, Business and the overall Community on the challenges of returning from combat and separating from the military. The marketing message will share services offered, commitment to excellence, and the life changing impact a MBB can have on a Veteran. MBB will act as a central liaison for Veteran services in the community. An online presence will give the organization world-wide visibility with the option for online donations. According to Nebraska State Governor Dave Heineman in 2012 there were over 150,000 Veterans in the State of Nebraska Veterans with diagnosis PTSD and/or TBI will be on a direct referral system through partnerships with the VA Hospital, Lutheran Family Services, Nebraska National Guard and Reserve, Veteran County Service Office, Veterans Resource Center and other Veteran orientated program in the state of Nebraska. Veteran can also receive information via webpage, brochure, and social media. Opportunity for an individual, family or business to adopt/sponsor a dog provide the cost for training and food for one or more service dogs that will be awarded to a deserving Veteran. In return the organization will received training updates, photos, accommodation award and personal visits from the Veteran and their service dog. Market Needs As of October of 2012 the Department of Veterans Affairs will no longer cover the cost of service dogs assigned to people with mental disabilities such as post-traumatic stress disorder, according to the Federal Register MBB s target markets experiences firsthand the increasing challenges of PTSD and TBI in their family, at home, in the workplace, within the community and in the news. Service dogs are provided Nationwide through agencies and private organizations (for profit and non-profit) for PTSD/TBI service dogs, as to date none are located in Nebraska. According to Carol Borden, Guardian Angels Medical Service Dogs the demand for PTSD service dogs is high; most recipients spend four years on her organization s wait list. Borden, GAMSD s executive director, says she s seen dramatic improvements in veterans lives after they ve been matched with dogs. In a NBC News report Borden report "The results are very immediate. They re very quick. It s not a cure, but they are able to manage their challenges much better than they have in years (Ruiz, 2012) Furthermore there is a significant need for job training and job opportunities for returning service members transitioning from the military. According to the U.S. Bureau of Labor Statistics the 5

6 unemployment rate for Veterans who served in Iraq or Afghanistan had an unemployment rate of 10.9% in August of Comparatively to nonveteran at 7.9% (2013). There are limited transitional programs in the area that focuses on reintegration through education and job training. MBB can focus on an unique approach by challenging Veterans to execute a new mission by training service dogs who will serve as new battle buddies for their fellow Veterans. Market Trends & Growth The divorce rate among military couples has increased 42 percent throughout the wars in Afghanistan and Iraq, a recent study shows, adding to the stresses of U.S. military veterans returning from the deployments who already have to tackle war-related problems like PTSD and high unemployment rates. (Oleszczuk,2012) Army Times reports that an estimated 18 veterans commit suicides on a daily basis (Maze,2010)The National Center for PTSD Studies reports that going through a trauma may increase a person's suicide risk. Studies also show that suicide risk is higher in persons with PTSD. Of combat trauma survivors, those who were wounded more than once or put in the hospital for a wound have the highest suicide risk. According to the Department of Veterans Affairs and other listed studies, PTSD and TBI occur in: 10% of Desert Storm Veterans 30% of Vietnam Veterans 20% of 1.6 million Iraq and Afghanistan Veterans Of the 1.64 million troops, an estimated 300,000 individuals currently suffer from PTSD or major depression, and 320,000 experienced TBI during deployment. Only half of these troops seek treatment due to the severe stigma associated with these conditions. (Rand, 2008). Of the Veterans who screen positive for depression or PTSD, 30% to 40% seek mental health care. (American Psychological Association, 2013) 171,423 Iraq and Afghanistan war Veterans diagnosed with PTSD out of total of 593,634 patients treated for PTSD by VA Service Analysis The service is to provide the benefits of a highly qualified therapy service dogs to disabled Veterans who have PTSD and or TBI from all eras of wars. An additional service, providing return Veterans who attending college the opportunity to serve again. They will provide the additional training and support needed for the rehabilitation and training of the service dog. Outreach services to the community on the education of challenges face by returning Service Members will provide education and resources. 6

7 Competitive Assessment Primary Competitors Midwest Battle Buddies has very few primary competitors. In the state of Nebraska there are only two non-profit or not-for-profit organizations that train service dogs for disabled individuals. There are four to five organizations that offer therapy dogs. Primary use for those dogs will go to hospitals and schools to assist in crisis situations. Therapy dogs are not covered by the American Disabilities Act for Service Dogs. Noah s Assistance Dogs in Crete, Nebraska has a service dog program where trainers work individually with each client to assess they needs. They also pair the individual with the canine partner to improve quality of life. Noah s Assistance Dogs was inspired by Noah from the bible and how he was called to create a new world after terrible destruction. From their website, NOAH s Assistance Dogs and Canine Crisis response was built on the belief that after horrible injury, loss of personal tragedy, the world is built a new when tow-by-two we walk together and rebuild what was destroyed (2012). Noah s as has a crisis team program where volunteers and their trained canine partners serve those impacted by disaster and trauma. The Crisis Team program is strength and an amazing concept, what a great way to reach out to the community in a time of need. Noah s assistance dogs usually start out as rescued pets that are brought to the center. Strength of Noah s is their Educational Outreach activities. They provide information about disabilities, the use of animals to assist humans, animal assisted therapy, and crisis response. They work with schools, churches, and civic organizations. These activities are very value added because they bring awareness and information to the community. Overall their activities will bring in more funding and market to those who are looking for a service dog. Noah s Assistance Dogs also provides an annual event Dog N Job. This is their main fund raiser and adding to the strength of their outreach and marketing. Though their outreach is strong, their website is weak. There is lack of information and a newsletter started in November of 2010 but never continued. The information researched on product line does not show Noah s training level, expertise, or experiences. There are at least four dogs trained and place per year. Their consumer is open to everyone. In an interview with a former client Noah s does train dogs for anxiety but nothing towards PTSD or TBI. Nebraska Specialty Dogs is based in Lincoln, Nebraska and provides independence to individuals that utilize canine assistance. They provide specifically trained canines to qualified individuals living with visual or physical disabilities. The founder of Nebraska Specialty Dogs actually came from Noah s Assistance Dogs after training her own service dog. This organization has an extensive qualification process and admits some dogs just don t make it. In regards to this, they have an adoption programs for the dogs that do not make the qualification. This program is a great show of strength and high standards. Nebraska Specialty dogs only training puppies. Starting out with puppies provide efficiency to the training process but does not address the need of shelter dogs. The organization also focuses on breeding dogs for training. 7

8 Other Competitors Nebraska Specialty Dogs provide opportunities for the public to come in to their center and have playtime, allowing the dogs to gain socialization skills. They also provide an opportunity for families to foster a dog, name a puppy, sponsor a litter, and sponsor a team. All the activities seem to be great ideas to foster fund raising. However they seem rather expensive and hands off. If I would donate $45,000 to sponsor a team, I would want to be in some part of the experience. In areas of weakness, Nebraska Specialty Dogs does not train physiological service dogs for PTSD or TBI. They do not offer any details: timeframe, cost, and experience. Information I would consider important for consumers looking for a service dog and also consumers looking for a cause to donate to. The two identified organizations consumers are similar, but would not be considered the same consumer base for Midwest Battle Buddies. Their consumer base is individuals that are in need of a service dog for a physical, visual, or hearing disability. Midwest Battle Buddies consumer base is Veterans who are in need for a psychiatric dog. There are only a few organizations that are specialized in working with Veterans and fewer who train psychiatric dogs. These two organizations will not have an impact on the Veteran consumer base. It would be a great idea for Midwest Battle Buddies to also provide Crisis services like one of Noah s strengths. The operating environment seems pretty stable and there is a great need for service dogs. There are limited organizations with only two in the state that provide disability services. After analyzing the competitors, there is a great need to provide detailed information over the webs and plenty of opportunity for the public to interact and share funding. Neither organization provides links or uses social media or simple funding processes online. Nor do they provide interactive funding of donators to interact with individuals or dogs they sponsored. Noah s assistance dogs and Nebraska Specialty dogs do have a different consumer base than Midwest Battle Buddies. However, they do compete in the same market segment for funding and donations. If an individual wants to donate to a service dog organization then both organizations would become competitors. Midwest Battle Buddies would also have to compete with other non-profit Veteran organizations to share in the donations market. According to the National Center for Charitable Statistics in 2009 Nebraska has 5,214 nonprofit organizations, 930 are Veteran type organizations. They would also be considered competitors for charitable donations and bequests need to run a non-profit. The two organizations, though having a different consumer base, could be utilized has great resources to start Midwest Battle Buddies. They could provide insight, information, and resources that will assist Midwest Battle Buddies in our startup. There could be a possible partnership or referral system. Market Strategy Midwest Battle Buddies (MBB) is a non-profit organization that provides highly qualified therapy service dogs to disabled Veterans who have PTSD and or TBI from all eras of wars. We provide 8

9 a new quality of life, belonging, and a sense of wellbeing to Warriors who struggle daily with the afflictions of war. As a Non-profit organization we will have primary and secondary markets. Primary Market The primary market will consist of individuals and organizations that will provide support through sponsorships, donations, and volunteer hours. According to The Chronicle of Philanthropy, Nebraska s median income is who contributes is $40,327 with an average contribution of $1,879, 4.7% of the income is given. The age range that gives the most is the at 30.7% and second is the under 20 age group at 24.7%. MBB s marketing; sponsorships, donation drives, education and events will have a primary focus on these demographics. The segments of the listed markets will most likely have a military affiliation or connection and this program will also attract those with connections to pets, specifically dogs. Education and opportunity outreach events, for the primary market segment can work in several ways. There are various organizations and events to provide educational outreach on the mission, purpose, and benefits that MBB provides to Veterans (secondary market) and to the primary market. MBB will present to Veterans organizations in Nebraska like: Nebraska Veterans Brain Injury Task Force, Inter-Service Family Assistance Committee, Disabled American Veterans (DAV), Veterans of Foreign Wars (VFW), VA Hospital, and VA Home (State of Nebraska, n.d.) as wells as local non-veterans base organizations like: Rotary Clubs, Chamber of Commerce, and entrepreneur based organizations (Nebraska.com, 2013) will provide opportunity to educate future donators, sponsors and volunteer in a mass participation setting with no cost attached. These organizations are looking for presentations that provide a meaningful aspect to their events. They will also serve as a referral source for Veterans in need of a service dogs. There are educational events and conferences such as the Nebraska Brain Injury Annual Conference and an educational event for health providers that provide education credit, Brain Injury and PTSD needs of Veterans. Mr. the Karr founder of MBB has various networking connections with the listed organizations and extensive experience presenting on the subject matter of Veterans challenges with PTSD&TBI. Mr. Karr serves as a board member to the Nebraska Brain Injury Association. As identified there are many organizations in the state of Nebraska marketing for funding and donators. In order to keep funders, sponsors, and volunteers connected to MMB, a continued contact outreach marketing program will aid in the process. The MBB s marketing strategy will base a strong focus on constant contact and keeping a whole hearted feeling that donations and time are put to valued use. For sponsors, the Veteran, trainer, along with the battle buddy will be required to make visits every 3 months to the sponsor s locations. This marketing strategy utilizes both outreach and personal selling marketing strategies, which in turn represents a greater organizational commitment (Powers & Bowers,1992). Overall this program creates a long-lasting relationship between all parties and shows the sponsors the impact of their donations. Donators and Sponsors will also receive updates about MBB through a monthly newsletter. The newsletter will highlight special Veterans and battle buddies. Open house nights at MBB s 9

10 location, hosted every 3 months will provide further opportunity for a direct connection with the MBB and understanding of our mission. To further advance the marketing outreach of MBB, an internet website will be developed along with contacts for social media. MBB s website will serve as a go to source for MBB s primary and secondary markets. Secondary Market The secondary market consists of Military Veterans who have been verified through the Veterans Administration Hospital or other qualified medical authorities of being diagnose with PTSD or TBI. The mission of the organization is directed towards this market and availability alone will drive them toward the organization. An additional marketing aspect is that MBB will provide special services as: mental health and family services through a partnership with the VA Hospital on site and other Veterans benefit services. Through the website Veterans can find information about the programs, guide on benefits of a service dog, steps and sequence, news and events, contact information, photos and stories, and the ability to apply through the program. The site will also provide contact likes to social media site such as Facebook, Twitter, YouTube, and an application to sign up for the newsletter. One of the fastest-growing arenas of the World Wide Web is a space of so-called social networking sites (Bucklin, Trusov, Pauwels,2009). The website will also provide our primary market the opportunity to sign up for newsletters, volunteer, keep up on news and events, connect with social media, and donate. According to Ales Varro in an article for Insurance Networking News, users spend 500 billion minutes on Facebook. There are 130 Facebook friends per user and 25 billion of content pieces shared between Facebook friends per month (2010). The website and social media will be able to market to both market cratering towards their needs and interest. For a short-term marketing, a subscribe online base website design and social medial developer will host MBB s information out on the internet. The long term strategy will focus on hiring a local marketing firm who specializes in website design and social media with the ability to connect the two in hope of increasing both market segments. Currently there is no organization that trains service dogs specifically for mental health assistance for Veterans in the state of Nebraska. Currently there is no program challenging Veterans to execute a new mission by training service dogs as a part-time job while focus on educational goals in Nebraska. The focus of the marketing strategy on outreach and education, direct personal contact, and internet and social media will demonstrate that Midwest Battle buddies is an elite non-profit organization the provides highly qualified service dogs for Veterans who have PTSD and TBI. The strategy will also show the market segments that their investment truly beneficial and they get to be a part of the ultimate success for the Veterans who participate. Marketing Plan As shown in the market strategy, Midwest Battle Buddies (MBB) will utilize the use of word of mouth in the context of organizational website, social media, educational outreach and fundraising opportunities. Trusov, Bucklin, Pauwels in an article for the Journal of Marketing 10

11 report that word-of-mouth referral s have a substantially longer carryover effects than traditional marketing actions (2009). Webpage As a non-profit organization Midwest Battle Buddies will have limited funding in start of the program. The organizational website will be constructed by the founder utilizing a free web site program. A great website example, a non-profit service dog organization for Veterans, Patriot Paws will serve as a base model for the website development. Their website covers sections and details that Midwest Battle Buddies can utilize. Their section pages include: Home, About Us, Service Dogs, Get Involved with us, Donate, Testimonials, Contact, and newsletter sign up. The website also promotes an interactive array of social media connect buttons and a changing banner of photos. There are limitations with a free website and the plan use of this method will be for the first year. Once funding has increased a local marketing firm, Idea Bank Marketing will be the best choice to have a tailored plan and take the marketing to the next level. Idea Bank specializes in website development, marketing, social media, and logo development. The estimated cost for advertising the company services and/or products will be $3, for the web and social media services.overall this type of marketing will focus on keeping donators, fundraisers, and volunteers connected and active within the organization. In an article titled Strategy and the Internet, Michael Porter explains that the Internet is arguably the most powerful tool available today for enhancing operational effectiveness. The internet will be a valuable tool to stay connected to MBB target market group (2001). Social Media In the article One Café Chain s Facebook Experiment authors Dholakia and Durham noted in their study indicated that Facebook fans formed an emotional attachment to the company and generated positive word of mouth advertising (2010). In addition, McConnell writes in his article, Creating Emotional Connections with Customer s, those companies with a cause often create emotional connections with customers. In turn those customers tend to become the organization s largest advocates and biggest supporters (2003). The use of social media like: Facebook, Twitter, and Linked in are cost effective and have proved to be a valuable tool. A valuable tool when introducing an emotional connection and keeping donators in contact with the organization. These services are free of charge but take a considerable amount of upkeep and design. The setup plan will mimic the website development timeline, construction and daily operation will be provided by the founder for the first year. However with analysis on the growth of the organization and funding, Idea Bank Marketing could be utilized as just an outside consultant, evaluating the effectiveness of the website and social media designs. The MBB website and social media plan reflect the market strategy on providing information, reflection of the mission statement, and focusing on constant contact with donators, sponsor, volunteers and Veterans seeking a service dog. Education Outreach Education and opportunity outreach events, for the primary market segment can work in several ways. There are various organizations and events to provide educational outreach on the mission, purpose, and benefits that MBB provides to Veterans (secondary market) and to the primary market. MBB will present to Veterans organizations in Nebraska like: Nebraska Veterans Brain Injury Task Force, Inter-Service Family Assistance Committee, Disabled 11

12 American Veterans (DAV), Veterans of Foreign Wars (VFW), VA Hospital, and VA Home (State of Nebraska, n.d.) as well as local non-veterans base organizations like: Rotary Clubs, Chamber of Commerce, and entrepreneur based organizations (Nebraska.com, 2013) will provide opportunity to educate future donators, sponsors and volunteers in a mass participation setting with no cost attached. These organizations are looking for presentations that provide a meaningful aspect to their events. They will also serve as a referral source for Veterans in need of a service dogs. There are also educational events and conferences such as the Nebraska Brain Injury Annual Conference and an educational event for health providers that provide education credit, Brain Injury and PTSD needs of Veterans. The founder and director of MBB have various networking connections with the listed organizations and extensive experience presenting on the subject matter of Veterans challenges with PTSD&TBI. MBB will also hold an annual conference and benefits fair. The annual conference, Operation Reintegration will provide a series of workshops and educational pieces for Veterans, Service members and their families. Each one will focus on certain aspects of the challenges of reintegration to include PTSD, TBI, social isolations, drug and alcohol addiction, and family issues. Resources around the community will present on those additional challenges. The resource fair is a much needed fair that will display local and national resources for Veterans and their families in one place. Both these events will draw in a large amount of Veterans and those who are willing to learn more about this population. These events also bring in publicity and notoriety in the form of local and national television news stations and newspapers. MMB will utilize that emotional connection to draw in donators, sponsors, and Veterans to the organization as well as giving back to the community and yet another level. Fundraising Events The website, social media, and educational outreach marketing activates bring awareness and fundraising opportunity to MBB. An annual fundraising event will also market the organization, mission statement, and the need for funding. Hero Dogs, a PTSD service dog organization that provides service dogs for Veterans hosts and walk-a-thon event. MBB will take this example and expand it to the whole community. Battle Buddy Walk will be an interactive fundraiser that will have the event participants seeking sponsors to donate for every mile that they walk. The walk will invite all pet owners to participate, focusing still on our primary market segment. With the addition to raising funds, this is an event that will also bring notoriety to the organization. Personnel and Adjustment The founder of MBB will oversee all aspects of the marketing plan with assistance from the lead trainer, volunteers, and work studies. This founder will be responsible for record keeping according to 501(c) regulations as well as donation statements and balance sheet, employee payroll checks, bank deposits, petty cash, and other accounting functions. The founder will also be responsible for the initial website design and social media aspects as well as any questions or donations that are submitted. A monthly review will be implemented for adjustments for additional fundraising and training activates. Adjustments will include additional outreach, events, or connections with sponsors. 12

13 The need will also be based on additional volunteer and trainer participation. Growth of the organization will be analyzed to determine if more resources are needed to include additional trainers, administration assistants, and contracted marketing work. An annual review will be planned to assess the effectiveness and outreach of the marketing plan. Further adjustment will be required for the planning of next year s events and outreach. The amount of funding for each year will also decide how many service dogs and be trained for that year. Readjustment of the marketing plan will show the up most important of needs of the website and connection the social media in order to receive donations and funding. This is important to show donators that the organization is running. One option to offset cost for resources and contracting is to trade service for sponsorship spots and referral opportunities. Funding Targets The funding target for MBB in the first year of operation will be $100,000 with plans to double the funding the next year. Word of mouth marketing is going to be essential to connect and the primary and secondary markets. The focus of the marketing plan is directed toward the primary market. The secondary market, by demand, will gravitate towards the organization for acquired services of the service dogs. Operational Plan Midwest Battle Buddies has a very unique business plan and the operational plan will have to match the needs of the organization. The building structure does not need to be in a prime store front location due to the main purpose is to train service dogs, house them temporally, and conduct operational planning. Facilities The facility needs to have an open indoor training area, small kennel, office area, dog wash facilities, and fenced- in outdoor area. Location and the overall looks of the building will not matter. Several commercial buildings in the area are 6-14 dollars a square foot. MBB will only need 2500 square feet. According to the LoopNet.com there are 25 commercial buildings in the Grand Island area that would exceed the needs of the organization. There are a few buildings for sale in the range of $125,000 to $250,000 that would bring monthly payments to equal lease payments of the larger buildings. Purchasing a building would prove to be more beneficial due to constraints on animals put forward by management companies. The front lobby area will be organized and very inviting. There will be comfortable chairs, coaches, and dog beds available. In the lobby, information and resources on Veteran services and organization will be available. Education information on service dogs will also be present. The offices will serve as a main office for the senior manager, break area, and counseling office for the Veterans Hospital Case manager. Each one will have furniture according to the purpose of the room. The dog kennel will be able to house up to 8 service dogs. A dog washing station and access to water will be made available in this area. An additional room will be needed to house treats and 13

14 food for the dogs. The training area will need to be around 1,000 square feet with carpeted floors. Training obstacles that reflect real world applications will also be housed there. Equipment and Supplies Dog pens Exercise leads Grooming tables Pooper scoopers Food and water dishes Vitamins Tick and Flea solutions Sink for dog wash Facility cleaning supplies Food Dog Training toys Service Vest Office equipment: Computers, fax, phone, printer, copies, coffee machine External Services A Veterinary contract with Grand Island s Vet Clinic will be made to provide the necessary health check-ups and vaccinations. The contract will include routine and emergency on the call services. Partnerships with Start Over Rover (Hastings) and the Nebraska Humane Society (Grand Island) will serve as great organization to receive rescued dogs to train into service dogs. There is no current regulation in the certification of service animals. MBB Lead Trainer will be certified as Therapy dog training. Therapy Dogs International does provide testing certification for the actual service dog. They will be a valuable resource in the advancement of certification in Nebraska. Being able to test service dogs at the MBB location could prove as an additional asset to the organization. Veterans Administration Hospital counseling staff will serve the direct needs of the Veterans applying for a service dog. The counselors will be able to asses Veterans to see if further services are needed to improve the Veterans way of life. Counseling service will continue to be provided to Veterans once they received the service dog. Staff Requirements Travis Karr founder of Midwest Battle Buddies (MBB) will serve has the senior manager. His educational background is in business and has experience in organizational start-up. He also has extensive knowledge Veterans services and is a Veteran himself. Mr. Karr has an in-depth network and connections of the Veteran Organizations in the State of Nebraska. Those additional assets will aid in providing Veterans and their families with additional resources. MBB will also employee a Lead Dog Trainer. The Lead Dog Trainer will be in charge of every aspect of training the VA work studies and training the service dogs. The trainer will also hold dog obedience classes to bring in extra income and awareness to the organization. The Lead 14

15 Dog Training and the Senior Manager will coordinator the strategic planning of the organization and be able to trade duties in any absences. Office VA work studies and volunteers will be trained on the basic rules, dress code, sanitation & safety, caring for the dogs, customer service and dog grooming. They need to know the proper way to handle dogs and the most sanitary way to clean up after them. Front desk will have more training on donations, dog tracking, outreach, and services available. Handler VA Work studies and volunteers will be trained on the training techniques of training the services dogs. Each one will be issued and service dog and apart of the training the dog will live at their residence. They will also be able to take the service dogs to public and community location for further training. The handlers will have the dog up to 9 months until matched with a Veteran. Under the Americans with Disabilities Act, businesses and organizations that serve the public must allow people with disabilities to bring their service animals into all areas of the facility where customers are normally allowed to go. This federal law applies to all businesses open to the public, including restaurants, hotels, taxis and shuttles, grocery and department stores, hospitals and medical offices, theaters, health clubs, parks, and zoos (2002). Furthermore service dogs that are in training are not required to show proof of certification. MBB will require service dogs in training to wear the MMB s training dog vest for identification. Regulatory Compliance and Licensing According to the Animal Legal & Historical Center that MBB will not be subject under the Commercial Dog and Car Operator Inspection Act because it is a non-profit organization that does not provide veterinary services (2013). Nebraska Dog license fee exemption service dog law, Chapter 54- Section states, Every dog guide, hearing aid dog, and service dog shall be licensed as required by local ordinances or resolutions, but no license tax shall be charged upon a showing by the owner that the dog is a graduate of a recognized training school for dog guides, hearing aid dogs, or service dogs. Upon the retirement or discontinuance of the dog as a dog guide, hearing aid dog, or service dog, the owner of the dog shall be liable for the payment of a license tax as prescribed by local ordinances or resolutions (2013). Further book keeping details will be made to tract services dogs upon graduation and retirement to coordinator with Nebraska state regulations. Budget Plan Midwest Battle Buddies budget plan is based on the projective income and expenses and their alignment with the Executive Summary, Market Assessment, Competitive Assessment, Marketing Plan, and Operational Requirements. Ram Charans growth budget focuses on several key concepts: the need to focus on many small sources for growth rather than one or two big ideas; distinguishing good growth from bad growth; and converting innovation into revenue growth (2004). As a nonprofit Midwest Battle Buddies budget plan will focus on multiple funding sources, different ways to reduce expenses, and to practice flexibility. Clifton Gunderson LLP states in their article on Best Practices for Nonprofit Budgeting and Cash Forecasting, that a the budget for a nonprofit organization should always be flexible and have 15

16 contingency plans for when things don t go as well as expected, and when they go better than expected(2008). Budgeting Process The budgeting committee will be composed of the senior manager and the lead dog trainer. However, the VA work studies and Volunteers will be included in the budgeting process. In an article title The Budgeting Process by Elizabeth Foley suggests, a good budgeting process engages those who are responsible for adhering to the budget and implementing the organization's objectives in creating the budget (2009). The senior manager and Lead dog trainer will analyze monthly inventory lists along with a quarterly budget meeting with each department. In the meeting inventory, operations, and needs will be discussed and planned for. It is important, as a nonprofit that everyone involved with the organization understands and is a part of the budget process. It is very important for the VA work studies and volunteers that their actions and can deeply affect MMB and impact the lives of Veterans who we are trying to serve. Office procedures on emergency needs will be established to cover those expenses and decision requirements. The spread sheet bellow reflects the monthly expenses on the first five years, two employees, and four dogs housed, training six dogs per year. The budget expenses are rounded up to account for cost change. MBB 2014 Startup Mortgage Down Payment $40, Office Equipment $2, Dog Pens $1, Dog Training Toys $2, Dog Equipment $ Four month coverage $10, Total $56, MBB 2014 Monthly Expenses Fixed Expenses Budgeted Mortgage $ Insurance $ Total $ Variable Expenses Dog Food $ Auto/Mileage $ Office/business Supplies $45.00 License $0.00 Organization Fees $50.00 Advertisement $

17 Veterinary Contract $ Cleaning Supplies $50.00 City Trash & Water $65.00 Telephone & Web $ Total $2, Midwest Battle Buddies will utilize a growth budget by utilizing several free activities to outreach to donators and Veterans. The senior manager has extensive knowledge in Veterans services and is a Veteran himself. There are many opportunities to speak at civic clubs and to the Chamber of Commerce. Organizational fees were included in the budget to increase the network of connections and word of mouth advertising. Many civic organizations look for opportunities to give back to the community. MBB can provide that opportunity in an effective yet meaningful way. The senior manager also has an in-depth network and connections of the Veteran Organizations in the State of Nebraska. These networks will be additional assets by aiding in providing Veterans and their families with additional resources at no cost. The Veterans Organization will also be included as partners that can provide funding for resource fairs and fund raising events. MBB will reduce personal costs with the use of VA work studies. The work studies are paid by the Department of Veterans Affairs for 28 hours per week. The Veteran has to be a full-time student in a college system and is paid $7.25 an hour. Central Community College is the local college system that has 200 Veterans on full-time status per semester. The senior manager is the Veteran s Services Director and has a direct connection with Veteran Student body. Volunteers also reduce the cost of personal. However, training time increases for the senior manager and lead dog trainer due to increased turnover of non- paid employees. Partnerships with local rescue dog shelter will provide dogs at little to no cost. Dogs that do not past the training will be put up for adoption. MBB will not only focus on different aspects to reduce expenses. The organization will also focus on different source of funding other than the typical fundraising. MBB will offer sponsorship of a Veteran and their Service dog. Each Veteran will be required as part of the train to visits the sponsored business. This opportunity gives the person connection with the Veteran and the service dog while providing the needed training. The senior manager has experience in writing grants. There are several opportunities at the local and national to apply for community improvement grants. The lead dog trainer will also be able to provide dog obedience classes on site to bring in extra income and awareness to the organization. Additional promotional marketing in the form of t-shirts and dog toys will be on sale to bring in additional funding. Midwest Battle Buddies FY 2014 Income First Year s Funding $108,960 17

18 First Year s Expenses $88,960 Human Capital Travis Karr founder of Midwest Battle Buddies (MBB) will serve has the senior manager His educational background is in business management and has experience in organizational startup. He also has extensive knowledge Veterans services and is a Veteran himself. Mr. Karr has an in-depth network and connections of the Veteran Organizations in the State of Nebraska. The additional assets will aid in providing Veterans and their families with additional resources. The senior manager position will cover marketing, human resources, finance, general management and admiration. MBB will also employee a Lead Dog Trainer. The Lead Dog Trainer will be in charge of every aspect of training the VA work studies and training the service dogs. There will be a requirement of 5 years experience in training dogs with an emphasis on mental health service dogs. The trainer will also hold dog obedience classes to bring in extra income and awareness to the organization. The Lead Dog Training and the Senior Manager will coordinator the strategic planning of the organization and be able to trade duties in any absences. The lead dog training position with be in charge of purchasing, training, and development for MBB. Office VA work studies and volunteers will be trained on the basic rules, dress code, sanitation & safety, caring for the dogs, customer service and dog grooming. They need to know the proper way to handle dogs and the most sanitary way to clean up after them. Front desk will have more training on donations, dog tracking, outreach, and services available. Handler VA Work studies and volunteers will be trained on the training techniques of training the services dogs. Each one will be issued and service dog and apart of the training the dog will live at their residence. They will also be able to take the service dogs to public and community location for further training. The handlers will have the dogs up to 9 months until matched with a Veteran. Management The senior manager and lead dog trainer will monitor the performance of the VA work studies and Volunteers. Office VA work studies and volunteers will directly report to the senior manager. Handlers, VA work studies and volunteers will report directly to the lead dog training. The senior manager will have final decision making power as the lead dog trainer will report to him. In the future as operations develop their will be a need for leadership to form from the work studies. Opportunity to will exist to be the lead office manager and lead handler. This will create empowerment for the work studies and structure setting for the operation. Each work study and volunteer will have weekly tasks and objectives relating to the operations of MBB. VA work studies will have addition objectives relating to their transitions out of the military and any mental health needs relating to their Veteran Status. Monthly performance reviews will be issued to each work study and volunteer by who they directly report to. Author Joseph Folkman explains that feedback can be very powerful. Those 18

19 who look for and accept it position themselves to be more competent and capable. Those who resist, reject, or avoid it doom themselves to the limitations of their own personal insights. On an as needed basis additional feedback can be given on a one-on-one basis. The senior manager and lead training will review any negative implications and seek further actions as necessary as long as it is in line with the mission of MBB. Rewards will also be available in congruent with performance at MBB and dedication to serving Veterans. Outstanding performer will also receive opportunities to present and attend various workshops with the senior manager. In MBB mission statement, MBB takes a unique approach by challenging Veterans to execute a new mission by training service dogs who will serve their fellow Veteran. The development at work and personal life of the Veteran work studies is a priority at MBB. Human beings are creatures of habit. We each develop distinct behaviors and routines, and while certain tactics may motivate employees in the short term, reverting back to old habits is nearly inevitable (Walker,2011). It is important for the senior manager and the lead dog trainer to know and understand the behaviors, while in the military and now out as a veteran, or the Veterans work studies. MBB and connected resources will help the work study Veterans and Veterans receiving a battle buddy to find a new purpose in life. We want to them to re-establish the military camaraderie and create a community of support. The team will be successful if everyone is engaged and committed to one-another and the mission (Mintzberg, 2009). Business Risk Analysis Midwest Battle Buddies as a non-profit organization would not be resistant to risks affecting the overall functionality and mission of the organization. Listed below are risks that would appear on the operational risk score card and they identify some areas of risk and possible solutions to react or prevent that situation from occurring. Environmental Risks: Natural Disasters: Fire, Flood, and Tornadoes o o Annual inspections on safety measures and ensure employees know proper procedures if a hazard event happens. Business a Property insurance will help cover replacement value on capital good Injury to employee or volunteer o Business and Property Insurance will help protect the organizations from a possible lawsuit. Health risk with the dog o Financial Risk: The contract with the local veterinarian will help prevent any infectious disease from spread throughout the facilities. Economy 19