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Researched, developed, and written by Eliza Carey, Mohamed

Dewji, Mercedes Echnove, James Enochs, and Sami Reme.

A Small Business
proposal by in
with

appreciation
collaboration

TABLE OF CONTENTS
INTRODUCTION........................................................................................................... 3
Whole Foods Market, Inc......................................................................................... 3
Whole Foods Declaration of Interdependence......................................................3
Our motto............................................................................................................. 3
Whole Foods and Philanthropy.............................................................................4
The University Of Texas at Dallas............................................................................4
BACKGROUND............................................................................................................ 4
Employment............................................................................................................ 5
Education................................................................................................................ 5
Failure...................................................................................................................... 5

Competition................................................................................................... 5

Insufficient Capital......................................................................................... 5

Over-expansion.............................................................................................. 5

Poor accounting............................................................................................. 5

Cash-cushion................................................................................................. 5

Operation failure............................................................................................ 6

Current Strategies................................................................................................... 6
House Committee on Small Business...................................................................6
Small Business Administration (SBA)...................................................................6
Why it is not enough............................................................................................... 7
Need..................................................................................................................... 7
PROPOSAL.................................................................................................................. 7
Our Solution UT Dallas Fun & Food.......................................................................7
The Event............................................................................................................. 7
Marketing Campaign............................................................................................ 8
Legal Liability:....................................................................................................... 10
Contract with the University of Texas at Dallas..................................................10
Contract with subcontractors............................................................................. 10
Return on Investment............................................................................................ 10
Small Businesses................................................................................................ 10
The city of Dallas................................................................................................ 11
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Whole Foods....................................................................................................... 11
UT Dallas............................................................................................................ 11
Why Whole Foods.................................................................................................. 11
Why UT Dallas....................................................................................................... 11
Our Goal................................................................................................................ 12
BUDGET.................................................................................................................... 13
Total Budget.......................................................................................................... 13
Advertising............................................................................................................ 13
Personnel............................................................................................................... 13
Waste Management............................................................................................... 13
Permits and Insurance:.......................................................................................... 13
Staff Descriptions............................................................................................... 14
Whole Foods Market, Inc.................................................................................... 15
University of Texas at Dallas..............................................................................15
Third Party.......................................................................................................... 15
AUTHORIZATION....................................................................................................... 16
APPENDIX A.............................................................................................................. 17
APPENDIX B.............................................................................................................. 18
APPENDIX C.............................................................................................................. 19
APPENDIX D.............................................................................................................. 20
APPENDIX E.............................................................................................................. 21
REFERENCES............................................................................................................ 22

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INTRODUCTION
The DFW area is ranked in the top ten nationally among all metropolitan
areas in the amount of small businesses. The success of these businesses is
vital to the economy of Dallas (BZ journal). 97 percent of all businesses in
Dallas, Texas are considered small businesses and they employ nearly 40
percent of the workforce.

97%

of all business in Dallas are considered small businesses and they employ

40% of the

Small businesses owners often leave a high paying job to leave their own
legacy on their city and be their own bosses. They are undoubtedly creative,
driven, risk takers, and hardworking. However, small businesses have a very
high failure rate.
Small Businesses struggle for survival particularly in their first year after
start up. To succeed, small businesses need capital, access to talented
workers and markets, and the ability to take advantage of opportunities. Our
event is designed to assist in providing some or all of these resources.

Whole Foods Market, Inc.


Whole Foods Market is a large business in a small business state of mind.
Our core values include quality standards, organic farming, seafood
sustainability, animal welfare standards, caring for communities, and
whole trade guarantee.
Whole Foods Declaration of Interdependence (Whole Foods Market,
Inc.)
Our motto
Whole Foods, Whole People, Whole
Planet emphasizes that our vision
reaches far beyond just being a food
retailer. Our success in fulfilling our
vision is measured by customer
satisfaction, team member
happiness and excellence, return on
capital investment, improvement in
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the state of the environment and local and larger community support.
Whole Foods and the Community

Figure 1

Being part of a community means being an active neighbor. And we believe


true community transcends the boundaries of our towns and cities.
Each of our stores has a lot of latitude in deciding the best way to operate
that individual store to meet the needs of the local community.
Whole Foods and Philanthropy
Donations: Each store donates significant amounts of food each week to
local food banks and shelters.
5% Days: Several times a year each store holds Community Giving days.
Five percent of that days sales are donated to a local nonprofit or
educational organization in need.
Whole Planet Foundation: Fights poverty through micro-lending in rural
communities around the world.
Regional and National Disasters: If the need arises, donations at the cash
register for regional or national disasters are coordinated.

The University Of Texas at Dallas


The University of Texas at Dallas was opened in 1969 and has grown into one
of the best research institutions in the state. UTD offers quality education at
a fraction of the price of other high caliber schools. The Business School,
Naveen Jindal School of Management is ranked 16th in the top 20 Top-Ranked
Business Schoolsin North America. Others on the list include prestigious
universities including Harvard, The University of Texas, Duke, and Stanford.

BACKGROUND
Small businesses are the most powerful engine
driving the Texas economy, and we must do
everything we can to help them grow, especially in
this challenging economy. Lt. Gov. David
Dewhurst
Small businesses account for a significant number of jobs and play a key role
in growing real and business personal property tax revenue. Small business
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are fundamental for the workforce development, especially in minority,


immigrant and under educated population communities.
Small businesses account for a
notably high percentage of job
providers, new job creators,
sales, trade, and GDP.

23 million small firms in the


United States account for 54% of
all US Sales and provide 55% of all

Employment

Poverty and Unemployment in North Texas


4%
2

3
35%

61%

Employment is
directly related with poverty rate. The higher the unemployment rate, the
more people that live below the poverty line. In Dallas alone, 61 percent of
the people living under the poverty line are unemployed. Most of these
people do not have the education or experience necessary to work at high
paying corporate jobs, so they can only find employment in small businesses.

Education
Education is also directly related to poverty and employment. Less education
means higher unemployment. People with little to no education can only
work a limited number of jobs and small businesses are their best bet.

Failure

Figure 2

Most small businesses fail within their


first year. In certain industries, the
failure rate is as high as 90%.
The outcome for the US and states
economy could not be better, so

why do small business


fail?
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In 2008, 2.2 million small


businesses in Texas created

45.9%

of the private
sector jobs.

Competition: The demand is lower for their products than for those of
large corporations that can afford lower prices.
Insufficient Capital: Small firms are usually run by one person who risks
the personal assets for their project. Many do not find the means
necessary ti finance the start or growth of a small business or have little
to no knowledge in how to successfully run a business.
Over-expansion: Over-expansion can lower the survival probability of a
small business. It could be for moving to the wrong market, or borrowing
in excess to maintain the growth rate.
Poor accounting: Few people can handle the task of CFO, especially
without the necessary education. Many entrepreneurs hire a third party
accounting firm to run their finances, and sometimes they do it
themselves. Both options could be catastrophic for the company if the
entrepreneur does not know how to run or oversee financial reports and
accounting basics.
Cash-cushion: The lack of a cash-cushion increases the risk of failure.
Entrepreneurs must account for the worst scenarios, change in market
preferences, economic recession, discrepancies with partners, suppliers or
clients, natural disasters, and any other possible scenario.
Operation failure: Bad operation can range from overpaying rent to
quarrels between partners, or management problems.
Declining market: Small businesses are affected by a declining market
or economic downturns more than anyone else.
As small businesses fail, the economy suffers. They might be considered
small business, but in total, they proportionate a big contribution to the
United States economy and the communities in which they are located.
Bringing attention to small companies by increasing awareness and
increasing the foot traffic of their business, the risk of failure considerably
decreases.

Current Strategies
To protect small business against large competitive corporations and against
their own failure, the federal government created the House Committee on
Small Business and the Small Business Administration.

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House Committee on Small Business


It was established to protect and assist small businesses. The Committee
has jurisdiction over matters related to small business financial aid,
regulatory flexibility, and paperwork reduction (House Committee on Small
Business, Web). The Small Business Committee oversees the Small Business
Administration.
Small Business Administration (SBA)
The SBA is an independent agency of the federal government to aid,
counsel, assist and protect the interests
of small business concerns, to preserve
free competitive enterprise and to
maintain and strengthen the overall
economy of our nation (SBA Mission
Statement).
SBA Loans
The SBA has multiple programs for financial
Figure 3
aid. These loans are made through thirdparties (lenders, community development organizations, and micro-lending
institutions), and includes a bond program and a venture capital program. However,
the qualifications are very specific as resources are limited.

Why it is not enough


Even though their assistance is extraordinary, small business need much
more than financial aid, especially when the requisites are so large. Many
entrepreneurs do not even know about these government organizations that
help through the process of starting up a business, especially the less
educated or foreign entrepreneurs.
Need
Competition: As their competition drive small businesses to failure or
bankruptcy, small business need all the foot-traffic they can get to get
their business name to the public, what they do, and their mission.
Insufficient Capital: In this case, the SBA loans take a major role;

however, as explained in their requirements, the qualifications for


these loans are very specific. If a business does not meet this
qualifications, the capital must come from revenues. By getting their
name out to the public and having a good marketing campaign, foottraffic increases.
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Overinvestment: When business borrow too much money for assets

they cannot sell. By increasing sales, the assets are justifiably bought.

PROPOSAL
Our Solution UT Dallas Fun & Food
Provided the importance we put in our communities, we decided to give
small businesses a little help. UT Dallas Fun & Food is a proposal to bring
awareness to these brave and hardworking entrepreneurs, who in net give so
much to this country.
The Event
Whole Foods will provide the ingredients for the business in the food
industry, which they will use for the sale of their final product.
It is the perfect opportunity for a new business to test the market as there
will be people from all ages, races, and nationalities. Already-in-motion
business will have the chance to showcase their products and services as
publicity for their firm.
Location: Parking Lot C guests will park in Lot D (Appendix A)
Period: Saturday September 26th. From 12:00 PM to 5:00PM.

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Demographics
Small Business Attending: 25 businesses in the food industry, 15

businesses in the retail industry, 10 businesses in the service industry,


5 businesses in the tech industry, 5 businesses in other industries. A
total of 70 small businesses will attend.
Entertainment: Local bands and UTD Radio.
Expected guests attending: 400 (250 expected students).
Special Guests:

SBA representatives will be present at the event. Entrepreneurs can show


their projects to the representatives before the event starts. If interested,
and if the qualifications are met, the SBA may grant loans to some
businesses.
Marketing Campaign
Our main objective is to reach as many people as possible, which is why we
would be investing in a very well planned marketing campaign that reaches
the local community.
Billboard
Location: South US 75 (towards Dallas).
Period: Four days prior to the event: Tuesday September 22th to Friday

September 25th.

Visuals: Colors of UT Dallas and Whole Foods (green and orange) and

the logo. It will say Support local small businesses on Saturday,


September 26th/ 12:00 PM to 5:00 PM/ at the University of Texas at
Dallas (Appendix D).
Marketing Research: Done by UT Dallas (UT Dallas already has a year-

long billboard rented on the US 75 Highway). Revised by our CFM,


Mohammed Dewji.
Paper posters and fliers
Location: One poster and ten fliers per establishment. At UTD:

Residence Hall, all buildings, Career Center, apartment complex.


Delivery: Whole Foods volunteer employees and UT Dallas volunteers.
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Visuals: The Design (Appendix B) includes contact information for

possible questions, comments and concerns.


Printing: 100 posters (11 X 17) and 1,000 fliers (1/4 page) at no cost

by UT Dallas.
Webpage:
Launch: www.smallisbig.wholefoods.org. September 1st with the

beginning of Whole Foods Big Dallas Goes Small Month.


Visuals: Detailed explanation of the event. Links to all of the Small

Businesses attending with contact information.


UTD Email
Period: The emails will be sent on Thursday, September 15th and Friday
25th.
Delivery: UTD Zmail software to all users.
Visuals: For Professors (Appendix C): Brief description of the event. A

suggestion to recommend the attendance of the event as an extra


credit assignment (especially for business professors), to learn
entrepreneurship and networking.
For Students (Appendix D): A similar email will be sent to all UTD
students but emphasizing the provision of delicious food from local
restaurants, and the entertainment from neighborhood-garage
bands.
Radio UTD
Period: September 20th through 25th - every day at noon.
Delivery: The DJ will promote the event by word of mouth at no cost.

Aside from the local bands, radio UTD will DJ for one hour during the
event.
UTD main page
Period: September 20th through 25th.
Visuals: Exactly like the poster and fliers with a link to the event
webpage.
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Local Radio Stations


Period: September 20th through 25th during their peak hours.
Delivery: DJs from local radio stations volunteer to recommend

listeners to attend and provide them with basic information and our
webpage for further information.
Stations: 93.3, 102.1, 102.9, 106.1.
News Report
Period: Saturday, September 26th.
Delivery: Live report from WFAA Dallas-Fort Worth local news channel.
Whole Foods Big Dallas Goes Small Month

Whole Foods will promote to buy in small businesses during the month
of September, which will bring more attention to the UT Dallas Food &
Fun event.

Legal Liability:
Contract with the University of Texas at Dallas
UT Dallas designed a contract making Whole Foods Liable for all risks, not
including gross negligence by UTD or its employee volunteers.
Indemnity Clause: It is our responsibility to cover the following risks in case
of Third Party Liability:
General Liability
Auto Liability
Workers
Compensation
Umbrella

Endorsement to our regular GL


policy. $1,000.
Covered.
Not needed. All employees are
volunteers.
Covered. Excess Insurance.

Contract with subcontractors


Whole Foods has design a contract with the subcontractors (small businesses
guests) in which we transfer all liabilities to them, not including gross
negligence by Whole Foods or one of its employee volunteers.
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Return on Investment
Small Businesses
Small businesses will have next to no cost, other than the products they sell,
and they will only profit from the event.
Small businesses that attend the event are expected to increase their sales
even after the event. Fun and food will become a huge and efficient
marketing campaign for them which will bring profit to these companies in
the short and long run.
The city of Dallas
As businesses grow successful sales grow, employment rises, and wealth
increases. Dallas will benefit from this event in the long run as the net profit
from all the successful companies. We expect 100% success rate from
all participants.
Whole Foods
Whole Foods does not expect to receive returns for this project as our main
purpose is to raise awareness for small businesses, and we expect that all
returns go to them.
UT Dallas
UT Dallas will receive hundreds of guests during the event who might
become interested in the university. The university will have their own booth
with information for prospective students and families of students.
Its current students will have the opportunity to attend a Net Working event
or look for future work opportunities.

Why Whole Foods


Whole Foods, Inc. was founded in Austin, Texas, by four local businesspeople.
Whole Foods itself began as a small business, so we know the hardships an
entrepreneur goes through. From the stress of risking your own money in a
project, to surviving in a market full of big corporations, and everything in
between.

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Why UT Dallas
We believe there is no
organization more fit to
improve awareness and
success of small
Figure 4
businesses than those who
are striving to be a part of the business world.
Many students are not only passionate about business but would one day like
to start their own small business. This is why the University of Texas at Dallas
has taken a special interest in this event.
MBA students may want to volunteer their time to help entrepreneurs run
their business, or use the event as networking for future job offers.

Our Goal
Whole Foods wants to bring attention to small business by giving them
exposure to the community around them. Our goal is to bring awareness to
their businesses to increase sales and profitability so they can successfully
manage their firm and create jobs in our community.
By creating a fun and unique event at the University of Texas at Dallas (UTD)
people in the Dallas area will receive information about small businesses in
their community.
These companies are expected to receive large revenues from the event, but
most importantly, they are expected to receive new costumers that will buy
their goods and services at their actual location after the event.
The event will not only benefit small business, it will ultimately benefit the
whole community.

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UTDs Mascot in the Parking Lot

UT Dallas main entrance sign

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Whole Foods Booth

BUDGET
Total Budget: $5,138.75
Advertising
Billboard: An advertisement will be placed on a billboard along Highway 75.

Cost: $775.00
Billboard

$775.
00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$775.
00

Posters and Fliers


Webpage
UTD Email
Radio UTD
Local Radio Station
News Report
Total Advertising

Personnel
Staf:

There will be 15 staff members overseeing the event setup, takedown,


and making sure everything is kept clean. Cost: $543.75

Security: 5
police
be hired to
security
event. Cost:

Paid employees
Security
Volunteers
Total Personnel

15
5

$543.75
$400.00
$0.00
$543.75

off-duty
officers will
provide
during the
$400.00

Waste Management
Trash Cans:20 trash cans will be provided by UTD and will be emptied into

UTDs dumpsters. Cost: $0.00


Porta-Potty:

6 Porta-Potty units will be rented for the event. Cost

$420.00
Trash Cans
Porta Potties
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20
6

$0.00
$420.0

Total Waste
Management

0
$420.0
0

Permits and Insurance:


Temporary Food
Service Permit:
Solicitors
Permit (for food
vendors):
Solicitors
Permit (for nonfood vendors):

The 10 food vendors each will require this permit.


Cost: $500.00
Food vendors will require this in order to sell their food.
The cost is calculated based on the limit of 5 solicitors
per vendor. Cost: $750.00
Non-Food vendors will require this in order to sell their
wares. The cost is calculated based on the limit of 5
solicitors per vendor. Cost: $750.00

Temporary Food Service Permit


Solicitors Permit (food vendors)
Solicitors Permit (non-food vendors)
Insurance
Total Permits

$500.00
$750.00
$750.00
$1,000
$3,000

Staf
Research and Development: Research and made the final decision on the
philanthropy small businesses. Expert on our partner UT Dallas, small
businesses, and Whole Foods.
Marketing: Expert on visuals and designs. The artist behind the logo and
flier.
Project Development: Expert on small businesses, the effect of UT Dallas
and Whole Foods in the project and legal liability.
Human Resources: Expert on personnel. Research the employees and
volunteers by name and recruit the best.
Set Up: Will organize the event before it starts. Employees and volunteers
will arrive at 11:00 AM and are expected to be done by 12:00 PM
Clean Up: Will stay from 5:00 PM to 6:00 PM (or until everything is as it was
before the event) cleaning, throwing away trash, and helping the businesses
pack their belongings.
Ground: Make sure the event stays clean, and all costumers and businesses
are attended upon request.

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Managers: supervise clean-up and traffic management teams and make


sure there is a good coordination between staff members and that shifts are
made by the employees
Traffic Management: Make sure people find their way to parking and
pedestrians are safe to cross campus roads near the food truck event
location.
Security: Distributed throughout the event, parking, and nearby.
Shifts: 12:00 PM 2:30 PM and 2:30 PM 5:00 PM

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Whole Foods Market, Inc.


Project Managers:
Eliza Carey
Mohamed Dewji
Mercedes
Echnove
James Enochs
Sami Reme

Research And
Development
Marketing
Project Development
Budgeting
Human Resources

Event volunteers:
Set up
Clean up

5
5

University of Texas at Dallas


Event Volunteers:
Ground Managers (Oversee ground
employees)
Set Up
Clean Up

3
5
5

Third Party
Event employees:
Ground (make sure the event goes as
planned)
Parking
Security

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7
8
5

AUTHORIZATION
With the acceptance of this proposal, the Dallas Regional Chamber of Commerce
agrees to fund the event UT Dallas Fun & Food to support small businesses for
$2,813 (half the cost of the event).
The event will create the following benefits to:
BUSINESS OWNERS
LOCAL RESIDENTS
DALLAS AREA
THE UNIVERSITY OF TEXAS AT DALLAS
With your signature bellow, The Dallas Chamber of Commerce agrees to fund the
project described in the proposal.

X
Dallas Regional Chamber of Commerce

Eliza Carey
Whole Foods Authorized Employee

Mohamed Dewji
Whole Foods Authorized Employee

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Mercedes Echanove
Whole Foods Authorized Employee

James Elnochs
Whole Foods Authorized Employee

X
Sami Remi
Whole Foods Authorized Employee

APPENDIX A

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UT Dallas Fun &


Food
Parking

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APPENDIX B

Support local small businesses on Saturday, Septembe


12:00 PM to 5:00 PM
@ The University of Texas at Dallas

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APPENDIX C

Saturday

Come support our local businesses and enjoy a day full of excit
www.smallisbig.wholefoods.com

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APPENDIX D

We are calling all UTD professors to come to the UT Dallas Fun & Food to support small businesses in our com
The event will take place on Saturday September 26th from 12:00 PM to 5:00 PM I Parking Lot C NO COVER.
Businesses from the Dallas area will have booths set up for showcase and sale of their goods and services. Lo
The business community will benefit from the largest attendance possible and your recommendation of the ev
JOIN US FOR A DAY FULL OF ENTERTAINMENT AND NEW DISCOVERIES TO SUPPORT OUR LOCAL SM
An event created by Whole Foods Market in Partnership with the University of Texas at Dallas

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APPENDIX E

We are calling all UTD students to join us at UT Dallas Fun & Food to support small businesses in our communi
Businesses from the Dallas area will have booths set up for showcase and sale of their goods and services. Lo
There will be lots of FOOD and other products for sale and even FREE SAMPLES.
Where: UTD Parking Lot C
When: Saturday September 26th, 2014
JOIN US FOR A DAY FULL OF ENTERTAINMENT AND NEW DISCOVERIES TO SUPPORT OUR LOCAL SM
An event created by Whole Foods Market in Partnership with the University of Texas at Dallas

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REFERENCES
City of Richardson, (n.d.). Permit Applications.
Retrieved from http://www.cor.net/index.aspx?page=188
City of Richardson, (n.d.). City of Richardson Solicitors Permit Application
Retrieved from http://www.cor.net/modules/showdocument.aspx?
documentid=795
City of Richardson, (n.d.). Policies and Procedures
Retrieved from http://www.cor.net/index.aspx?page=477#security
Clear Channel Outdoor, (n.d.). National Advertising Rates
Retrieved from http://clearchanneloutdoor.com/how-to-buy/rates/?
#mobile-billboards
Dallas Office of Economic Development. (2014). A guide to starting a
Business in Dallas. Retrieved from http://www.dallasecodev.org/business/small-business/
Dallas, Texas (TX) Poverty Rate Data Information about poor and low
income
residents. (2009). Retrieved from http://www.citydata.com/poverty/poverty-Dallas-Texas.html
Jay, Goltz. (2011). Top 10 reasons small businesses fail. Youre the Boss: The
art of running a small business. Retrieved from
http://boss.blogs.nytimes.com/2011/01/05/top-10-reasons-smallbusinesses-fail/?
_php=true&_type=blogs&_php=true&_type=blogs&_r=1&
Small Business and Entrepreneurship Council. (2011). Small Business Facts
[Data]. Retrieved from http://www.sbecouncil.org/about-us/facts-anddata/
The U.S Small Business Administration. (2014) Retrieved from
http://www.sba.gov/content/small-business-trends
U.S Bureau of Labor Statistics. (2014). Economy at a glance. Retrieved from
http://www.bls.gov/eag/eag.tx_dallas_msa.htm#eag_tx_dallas_msa.f.P
U.S Small Business advisory, Office of advocacy. Texas [Data]. (2011).
Retrieved from http://www.sba.gov/sites/default/files/files/tx10.pdf
U.S Small Bussiness Administration. (2014). Small Business Resource.
Retrieved from
http://www.sba.gov/sites/default/files/files/resourceguide_3148.pdf
FIGURES
Figure 1. Our Motto. This figure illustrates the whole foods motto whole
foods, whole people, whole planet
Figure 2. Employment. This figure illustrates poverty and unemployment
percentages in North Texas

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Figure 3. Small Business Administration. This is a figure of the Small Business


Administration logo of the federal government to aid, counsel and assist
small business concerns.
Figure 4. Why UT Dallas. This figure is a picture at UTD. The company writing
the proposal.

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