The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Organic Cotton Scrubs for Mali and the World
1. Nourish International !
B OA R D O F D I R E C TO R S M E E T I N G
15 O C TO B E R 2 0 0 9
E R A D I C AT I N G P OV E RT Y | E N GAG I N G S T U D E N T S | E M P OW E R I N G C O M M U N I T I E S
2. PROJECT AFRICAN SKY NOURISH
HISTORY
THE THE MARKET THE PRODUCT
OPPORTUNITY
OPPORTUNITIES
THE PLAN DISTRIBUTION
FOR GROWTH
THE RETURN PROFIT IMPACT
5. • Made available at hospitals.
Hospitals • Typically lower quality
• Hospital Stores, Scrub Stores,
Retail Walmart, Online.
• Varying price and quality levels.
Direct to • Sales people visit the hospital
directly.
Consumer • Varying price and quality levels.
OPPORTUNITY
7. 56% of
44% of Revenue
goes to
Revenue
goes to African
Sky/Mali
Nourish
Cost of Goods Sold, which goes
back to African Sky Farmers in
Mali
Profit to Nourish to be reinvested
in sustainable development
projects.
Profit to Nourish to cover cost
associated with training students
OPPORTUNITY
8. Providing shipping and
warehousing services and
strategic advice.
Oversees operations on the
ground in Mali, ensuring that
workers are paid a fair wage
(currently twice the industry
average).
PLAN
9. Production African Sky oversees production in Mali. Riley Life
arranges shipping to the United States.
Nourish Chapters leverage their position on
Marketing
campus to market directly to consumers.
Chapters follow up marketing with face-to-face
Sales
sales, also encourage referrals and word of mouth.
Riley Life ships orders bi-weekly to campus
Delivery
Chapters which deliver directly to the consumer.
The Nourish National Office sends follow-up
Follow-up
surveys to monitor customer satisfaction.
PLAN
10. 26 Nourish Campuses have
Other Campuses Medical, Nursing or Dental
Programs.
Retail Student and Stores
Wholesalers Hospitals
Coming soon:
Online scrubs.nourishinternational.org
PLAN
11. Start-up Costs $10,000 Return on Investment
(for each Batch)
First batch of scrubs $8,820 Revenue $12,600
Warehousing $500 Profit to Nourish $2600
Shipping $500 Invested in Mali Farmers $8,820
Materials $180 New Potential Donors 300
(valued at $3 per donor
annually)
Volunteer Hours 50 hrs
RETURN
