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Collaborative Business for Local Collaborative Business for Local Sustainable MeatsSustainable Meats
Part 3Part 3
Slav Heller St. Paul, AB
November 2012
Two options for ownership Two options for ownership of the of the local meat brandlocal meat brand
1.1.Typical optionTypical option – brand is owned by one of the enterprises in the
chain (meat plant or urban retail)
2.2.New optionNew option – brand is own by a non-profit organization a non-profit organization formed to assist formation and
operations of the chain, and to market the brand
A non-profit A non-profit organization (NPO) organization (NPO) committed to development of a sustainable local food
system
NPONPO
NPO NPO will represent interests represent interests of all parts of the local food of all parts of the local food
chainchain but it will have strong representation of urban consumersurban consumers
New New conceptconcept
This business model has been This business model has been developed as one of four key projects developed as one of four key projects
by:by:
To learn more about ARSANARSAN and its projects visit
www.arsan.ca
TTasty – asty – HHealthy – ealthy – EEthical thical
To learn more about the brand and To learn more about the brand and proposed project visit proposed project visit
www.themeats.cawww.themeats.ca
ARSAN ARSAN developed the brand which developed the brand which also be the name for the chain also be the name for the chain
Local meat storesmeat stores Expanded to locallocal foodsfoods in the
futureLimited foodfood serviceservice
Places of learninglearning, making contactscontacts and building relationships relationships
and forming new communities communities
Beyond meat Beyond meat storesstores
Urban retail centresUrban retail centres may serve various functions
RetailersRetailers primary goal is to make profitprofit
Primary goal of consumersconsumers represented by NPONPO is to keep the rightright foodfood flowing
to them
ConsumersConsumers will be primary primary beneficiariesbeneficiaries
NPONPO will put consumersconsumers rather than retailers on the top of the top of the
supply chainsupply chain
Primary Primary beneficiariesbeneficiaries
NPONPO will be in position to control balance of powercontrol balance of power (and
profits) along the chain
Supply chain Supply chain controlcontrol
There is a chance to organize the chain so all its parts have vested, vested, strong and balanced intereststrong and balanced interest in
success of the whole chain (all eggs in one basket is possible)
NPONPO will have right to franchisefranchise the concept
GrowthGrowth
Growth potentialGrowth potential of the concept and the brand is great as it can be
spread to many other jurisdictions and even countries
If concept is successful, it will growgrow but horizontallyhorizontally not vertically
Business Business integrityintegrity
Vertical growthVertical growth of individual businesses usually changes its nature and sacrifices its initial valuessacrifices its initial values, tearing partnershipspartnerships and relationshipsrelationships apart
SizeSize and volumesvolumes sold by a single chain will be limitedlimited
The new scenario may offer stability of profitsstability of profits and
business longevitybusiness longevity
Business Business satisfactionsatisfaction
None is expected to get richNone is expected to get rich in this business scenario but entrepreneurs may achieve high level of economic high level of economic and social satisfactionand social satisfaction
NPONPO royalties and/or franchise fees in the long term will allow for its financial independencefinancial independence
and sustainabilitysustainability
Potential to be initially fundedinitially funded at least to some degree by public public
fundsfunds
FinancingFinancing
NPONPO and what it represents can be attractive to donordonor and angel angel
investorsinvestors
Slav Heller, MBA, M Sc., P Eng.St. Paul, Alberta
E-mail: [email protected] Phone: 780 - 645-6740
Thank you for your time and Thank you for your time and attentionattention
Please, give me your comments and
questions