BY plf075 A’New Journee Group Home Five Year Marketing Plan A’New Journee Group Home, Inc Executive Summary 1 Objectives 1 Mission 2 Keys to Success 2 Organization Summary 2 Start-up Summary 3 Legal Entity 3 Services 3 Market Analysis Summary 6 Market Segmentation 6 Target Market Segment Strategy 6 Strategy and Implementation Summary Fundraising Strategy 7 Marketing Strategy 8 Financial Plan 8 Important Assumptions 9 Executive Summary 7 Company Description: A’ New Journee Group was founded by Teneka Autmon, owner and Patricia Frazier co-owner, a nonprofit agency providing mentoring programs and safe, stable, secure environment for female teens whom have been sheltered from a previous caregivers. The group home will form collaborations and partnerships with local community based organizations, the Department of Juvenile Justice, Polk County School Board and Heartland for Children which is lead agency for children under protective services. A’New Journee’s goal is to foster a commitment to teen females that will promote pro-social friendships, strong interpersonal skills, ana reassert a sense 0T nope In tne Tuture. only tnrougn personal relatlonsnlps can a ense of individual responsibility be reestablished that will give the teens the commitment to follow through on path to adulthood with a sense of pride and accomplishment.Through repeated failures and the development of destructive habits, at-risk teen females have lost faith in the possibilities that await them if they are successful in putting their lives together. To accomplish this goal, the teens must be in a caring, inclusive learning environment that promotes their best effort and reinforces personal respect. A’New Journee is a program that is in direct response to he growing number of teen females that are falling through the cracks. The goal of the program is to identify females who are going to have a turbulent transition to adulthood and offer positive support system to avoid the pitfalls that can derail their lives.
The focus is slightly different at each level but the goal remains the same; empower the young person to make positive changes in her life. A’ New Journee target market will be teens between the ages of 13-17 whom are having difficulty in their lives with the Department of Juvenile Justice, Department of Children and Families, relative/non-relative caregivers, or biological parents. This age group is particularly problematic and a perfect time for mentoring to be effective. A’New Journee’s mentoring programs will pair a teen with mentor for 12 months. During that time the two will participate in weekly planned activities to strengthen the relationship between the two and improve the teen’s confidence and hopefulness.
Mentors will receive continuous training throughout the year and will participate in monthly meeting to report the young person’s progress. Over time, A’New Journee will create a learning environment that will be an invaluable resource to the females, aspiring mentors and the community at large. Objectives A’New Journee is being established to provide mentoring for teen females in the Central Polk County area.
A’New Journee will form collaborations and partnerships County School Board and Heartland for Children. A’New Journee matches a caring adult volunteer with a referred teen. A’New Journee will setup four distinct mentoring programs: Trailblazers: Trailblazers is the central program of A’New Journee. It focuses on the 13 years old age group.Turnaround: Turnaround focuses on age group 14-15 Higher Ground: Higher Ground engages age group 16-17.
Lunch Friends: Lunch Friends works with all age groups. Mission The mission of A’New Journee is the pursuit of the following principles: Commitment: A’New Journee wants to inspire pro-social friendships, strong interpersonal skills, and instill a sense of hope in the future. Responsibility: The focus of A’New Journee is to empower females in establishing goals ana Tollowlng tnrougn on commltments Possibility: A’New Journee wants to expand the perspective of teen females to make them aware of life’s possibilities. Support: An individual is dramatically influenced by their support system.
A’New Journee wants to surround teen females in a caring, inclusive learning environment. Keys to Success Establish a strong network of support with the school systems and the foster care system. Launch a series of fundraising activities that will successfully fund the expanding program. Establish an effective training program for mentors that will increase their ability to be successful communicators. Establish an effective monitoring system to protect both the females and the mentor. Organization Summary A’New Journee is a nonprofit agency providing mentoring programs and quality care for troubled female teens while assisting them with the necessary life skills to become independent, self-sufficient young adults.The program will form partnerships within the community to include Department of Juvenile Justice, Department of Children and Families, Polk County School Board, Community Based Organizations, and Heartland for Children.
Youth are matched with a caring adult volunteer who is trained to focus on positive reinforcement, trust-building, and the achievement of goals, by engaging the teens in one-on-one outings and group adventures in the community. Mentors and teens meet for between 10-15 hours per month. Ongoing training will continue with mentors on individual case management throughout the year.
In addition, A’New Journee will have monthly mentor support meetings. Start-up Summary Owners will apply for small business grants with Polk County.Owners will collaborate with Real Estate Agent to purchase a foreclosed home. Company will complete all necessary paperwork through Heartland for Children and Department of Children and Families for licensure. Company has already received a donation of $500,000 start up cost from a private donor. Company plans to purchase a 6 bedroom four bathroom home that has a living room, den, dining room and a bonus room.
Master bedroom and bath will be dedicated as an office for employees. The other five bedrooms will be used for housing 10 teens (bunk beds or two twin beds in each room). The bonus room will be used for a multi-purpose room for teens to use for homework, counseling sessions, meetings, etc.The teens will receive weekly therapy/ counseling sessions and weekly life skills along with mentoring activities. Teens will be required to complete a minimum of 10 volunteer hours per week in the community or work part-time during summer months. Teens will be required to attend school on a regular basis. Teens will receive a weekly allowance of $10 which wlll De Dasea on completlon 0T asslgnea eens wlll De requlrea to open a checking and savings account and will receive $20 per month for saving in their savings account. Savings account can only be used on an emergency basis or other special circumstances.
Price Strategy: A’New Journee will require a $500. 00 per week living expense with an additional $200. 00 per month food allowance.This price was based upon basic Florida rate for children in foster care. (A traditional group home in the State of Florida receives over $100 per day/per child). Legal Entity A’New Journee is a tax-exempt not-for-profit group home and mentoring organization hat pairs volunteers with at-risk teen females.
Services A’New Journee offers teen females that have already been in the child protective system, a safe stable living environment and an opportunity to work with a caring mentor to improve their ability to develop a positive attitude towards their future. The long-term goal of A’New Journee is to empower the young person to break the habits that are leading to trouble in school and in the streets.Life Skills: A’New Journee will educate teens about basic skills needed to survive in life. Housing: Provide a safe, stable living environment Health and hygiene: Teach the teens how to take care of themselves by taking pride in appearance and getting regular check-ups.
Post secondary education: Put on the right path to furthering their education after high school. Resume writing: Teach them the skills need to write a successful resume to obtain sufficient employment. Employment: Assist them in obtaining employment and the interview process Money management: Show them how to budget money Financial literacy: Help them open a checking and savings account. Sex education: Educate on abstinence, safe sex, and birth control.Community involvement: Teach them how to become active members in the community through volunteering Mentoring Programs: A’New Journee has four mentoring programs. They are as follows: Trailblazers: Trailblazers is the central program of A’New Journee. It focuses on the 13 yrs age group.
The teens and their mentors participate in a structured program of support including an energizing retreat, followed by a seven month structured program that includes monthly team-building and group activities. The program ends with a graduation but the mentor and teen remain together for the following five months. Turnaround: Turnaround focuses teens ages 14-15. The goal of the program is to rekindle the teen females’ commitment to learning and being successful in the classroom and keep them on the path to graduation.By empowering teen females to finish school, mentors are improving the student’s success in the work world as adults.
Higher Ground: Higher Ground engages in teen females ages 16-17. The mentoring relationship is utilized to establish a program of change in the young person’s life by providing teens with the necessary life skills and tools which are needed to becoming selT-sumclent young adult I ne mentor encourages goal-setting, selT Olsclpllne, ana skill development that improves the young person’s sense of hopefulness. Mentors and teens work one-on-one for 1-2yrs and are also offered opportunities to participate in monthly group activities and outings. Lunch Friends: Lunch Friends works with all age groups.
Adult mentors come to school each week to have lunch with their “friend. ” The program lasts for the duration of the school year. Situational Analysis Situational Analysis will provide an overview of environmental factors which A’New Journee may encounter. Therefore, A’New Journee has provided a SWOT analysis. This analysis details strengths, weaknesses, opportunities and threats for our agency.
Strengths: Only group home in Polk County dedicated to teen female population which focuses on life skills component (resume writing, post secondary education, health and hygiene, money management, financial literacy, housing, employment, anger management, sex education, etc…. Provide services which are directed towards female population Providing a support and network system for teen females Weaknesses: Target population may be too small Lack of cooperation by teens Insufficient community resources in the local area Lack of individuals (therapists, counselors, case managers, mentors) willing to commit to working with teen population Opportunities Expand to other regions Research has indicated a need for the services Housing market has is low Financial assistance is available Guaranteed funding Threats Competition Lack of funding High costs of products and services Company Strategy: To build a relationship in the community to assist with providing female teens with safe, stable and secure environment by assisting teens with life skills.Market Analysis Summary A’New Journee is a program that is in direct response to the growing number of teen females that are either falling through the cracks at school or are already entangled in the child protective and Juvenile Justice system.
A’New Journee offers teens the opportunity to make a dramatic change in their lives. The program is positioned to be most assessable to teen females. The goal of the program is to identify teen females who are going have a turbulent transition to adulthood and offer positive support system to av010 tne pltTalls tnat can aerall tnelr llves. I ne Tocus Is sllgntly ifferent at each level. At the age 13 level, mentors strive to guide the young person back into the mainstream of class activity in order to destroy the negative reinforcers that can turn a student off to school.With 14- 15 years age group, A’New Journee provides mentors that serve as developmental role models for teen females looking for direction. Sometimes it is as easy as a young person identifying with her mentor rather than a case manager appointed by the court. A’New Journee has found that group activities can service as a powerful reinforcer of hopeful behavior.
Market Segmentation A’New Journee has a number of market focuses that are key to the program’s success. Teens, who are overcoming stressors in their lives, such as poverty, discrimination, abusive situations, addictions, unstable homes, and academic life, are the primary marketing focus of A’New Journee. Mentoring programs foster positive changes through goal setting, self-discipline, skill development, and friendship.Marketing also attracts mentors to A’New Journee because they care about kids and their community. The typical mentor-teen relationship demands a commitment that must be sold to the potential mentor. For most mentors, this experience changes their lives, taps their inner resources, and challenges their convictions and beliefs. Ultimately, A’New Journee is marketed to Polk County as a critical social support system for teen females. A’New Journee impacts how many other city services will be called in to respond.
Target Market Segment Strategy The target market for A’New Journee is teen females in the child protective service and Juvenile Justice systems.A’New Journee has created a series of mentoring programs that pair the young person with a trained mentor who will assist her in eveloping the habits and perspective that will lead to success and hopefulness in the future. Strategy and Implementation Summary and Families for licensure. Company has already received donations of more than $500,000 for startup cost from private donors. Company plans to purchase a 6 bedroom four bathroom home that has a living room, den, dining room and a bonus room. Master bedroom and bath will be dedicated as an office for employees. The other five bedrooms will be used for housing 10 teens (bunk beds or two twin beds in each room).The bonus room will be used for a multi-purpose room for teens to use or homework, counseling sessions, meetings, etc.
The teens will receive weekly therapy/counseling sessions and weekly life skills along with mentoring activities. Teens will be required to complete a minimum of 10 volunteer hours per week in the will be based on completion of assigned tasks. Teens will be required to open a cnecKlng ana savings account ana wlll recelve u per montn Tor savlng In tnelr special circumstances. There are three focuses to A’New Journee’s program implementation: First is the creation of a network of contacts with the Department of Juvenile Justice, Polk County School Board and Heartland for Children. The second is the recruiting and training of mentors.
The third is the development of fundraising strategies. Fundraising Strategy A’New Journee’s funding sources include private donations, federal and state contracts, grants from private foundations, school districts and business sponsorship. The program’s fundraising Coordinator has established a number of contribution options that a supporter can select from. Cash Donation: From $1,000 to sponsor a teen females for a year to $30 to fund the Outdoor Challenge course that all participants take part in. Gift of Appreciated Stock: a gift of appreciated stocks, bonds, or mutual funds can both support the program and provide tax saving to the donor.
Legacy Gifts: a planned gift in a will, trust, or other estate plan. Corporate Giving and Sponsorship: Businesses can provide cash or grants. Businesses are also encouraged to participate in the A’New Journee fundraising events that take place throughout the year. These events include Fun Runs, Wine Tasting, Bike Races, and Raffles.
Food Store Community Partnership Program: A’New Journee receives a portion of what is spent in local food stores when the shopper uses the program card when aking purchases. The card will be scanned at the checkout and the program will receive credit for the sale. Marketing Strategy A’New Journee believes in the goal of leaving no child behind.The goal is to raise the visibility of program to assure that: Referral sources will use the service; Funding sources will support the program; Adults will volunteer to be mentors. The marketing strategy will be to successfully sell this new resource to the Department of Juvenile Justice, Polk County School Board and Heartland for Children.
This will be accomplished by a referral coordinator who will create and maintain a etwork of contacts that will serve as the referral source for the program. Brochures will be developed to sell the benefits of the program to both potential referrers and participants. The referral coordinator will provide progress reports for the referring program, school, or agency.The goal will be to build an effective marketing program on tne success 0T tne mentoring relatlonsnlps. A marketing e TTort will also be implemented to attract and retain quality mentors for the program. The program’s mentor recruiter/trainer will make presentations to Polk County civic and social group, selling the benefits of participating in A’New Journee.
Reward activities will be planned for mentors. These activities will be used to recruit new mentors from the friends and associates of current mentors. The core of the marketing strategy will be the creation of the program’s Board of Directors who will be chartered with the responsibility of selling the benefits of the program to the community.Financial Plan A’New Journee will build funding support from businesses and private donors in the community at an aggressive rate of growth. Yet it will take five years before funding from these sources becomes strong enough to expand the program.
The primary xpenditures for the program are for the purchase of the group home, training and managing of mentors, and the program activities for teens and mentors. Therefore it is essential that due diligence is applied to fund allocation for these critical program responsibilities. An effective communication system will be established to report fiscal data to the Board of Directors so adjustment can be made quickly to assure the health of the program. Important Assumptions The financial plan depends on important assumptions.The key underlying assumptions are: We assume a slow-growth economy, without major recession.
We assume that there are no unforeseen changes in federal grant funding availability. We assume a continued need for services by at-risk teen females. We assume broad community support for mentoring.
Evaluation and Control: Evaluation of success: A’New Journee will inquire on opening more homes within and outside of surrounding counties. Control: Company will perform monthly audits to include internal, external, and environmental factors to assure company is serving its purpose and meeting its goals. Monthly audits will continue until company is stable and successful and will be done quarterly thereafter.