Table of Contents

Executive Summary
Mission and/or Vision Statement
Description of business and what sets it apart
Description of products and services
Market Research/Analysis
Managerial Structure and Key Management Profiles
S.W.O.T. Analysis (Strengths, Weaknesses, Opportunities, and
Threats)
Final Statements (Cash Flow and Revenue Projections)
Marketing Plan Summary

Executive Summary
Too Blessed to Be Stressed (TBBS) is a not-for-profit creative place-making
organization that serves the residents of Deanwood, Washington, D.C.
TBSs goal is to transform abandoned lots into thriving playgrounds and
green spaces where community members can grow and learn together.
All of our projects are completed with the help of neighbors and long-term
residents. TBBS receives support from the local ANC, charitable
organizations as well as corporate sponsorship.
TBS was formed in response to a community survey that identified the
need for safer play spaces for children in the Deanwood community.
Deanwood is an historic African American community in Washington, D.C.
Because the neighborhood is isolated from the rest of the city by the
Anacostia River and has a reputation as violent and scary, it is often
overlooked by investors and other citywide initiatives. In fact, a large
percentage of residents, approximately 31%, live at or below the poverty
line. Of these individuals, 45% are children and 23% are seniors.
TBS improves the quality of life for the residents of Deanwood through
beautification projects that enhance community life and create natural
gathering places for residents to connect and thrive.

Mission
Too Blessed to Be Stressed uses the art of beautification and place-making
to create healthy, safe play spaces that foster a more connected
community where children and residents can thrive and realize their
potential.

Vision

Too Blessed to Be Stressed envisions a thriving community where children

can blossoms through access to safe, creative, beautiful play spaces.

Description of business and what sets it apart

Too Blessed to Be Stressed is the only creative place-making organization
working in Deanwood. Though the organization is only 3 years old, it has
already worked with residents to build five unique play and gathering
spaces. Each space has a small community garden, gathering area, and
playground.
TBBSs philosophy centers on an asset-based approach to community
development. This grassroots effort engages community members at
every stage in the visioning and implementation process. This means
that each space is unique and grows organically according to community
need and desire.

Description of Products and Services

The main service offered through TBBS is the creation of beautiful green
spaces. When identifying a potential new space, TBBS works alongside
community members in a visioning process. This phase includes deep
listening and story telling so that residents can share their talents and
concerns. TBBS takes these dreams and uses them as the foundation for
project design and implementation. This phase also includes the creation
of a community asset map. Though each space is unique, all have the
following components:

Garden
Gathering area with picnic tables and covered structure to provide
shade
Playground

Up until this point, programming has happened organically in each space

and has been dependent on community volunteers. Programs have
included bi-weekly story times, monthly movie nights, as well as weekly
knitting circles. The new phase of TBBS programming, however, seeks to
grow these programs with the addition of gardening classes that will
empower community members to grow their own food. This program has
developed in response to an overwhelming need for fresh food.
Deanwood is a food desert and only has one grocery store that serves
approximately 14,000 residents.

The gardening classes will also include a value-added component. These

products will be sold through TBBS networks to create an added revenue
stream to offset operational costs. These products will include:

Lip balm and other beauty products

Herbal teas
Cooking classes
Homesteading classes like cheese making, canning etc.

Market Research and Analysis

Though there are many urban agriculture organizations in DC, TBBS is the
only organization working in Deanwood. Additionally, it blends play and
gardening together in a unique way. While the other organizations remain
connected to the more traditional form of community gardening, that is
individuals paying a yearly fee for their personal plot, TBBS hopes to
break this mold. No personal plots will be assigned. Instead, gardening
will happen communally. This model aligns better with the communitybuilding component inherent in all of TBS programming.
For the new phase of income generation through value-added garden
products, TBBS will use its extensive network to market its products. D.C.
has a growing number of young people moving to the city who are
interested in do-it-yourself projects and slow food initiatives. There is a
growing desire to know where food comes from. TBBS will capitalize on
this interest when developing its marketing strategy.
Marketing
Strategy
Farmers Markets

Online presence

Canvas tote bags

Herb CSA

Description
TBBS will sell its value-added garden products at
farmers markets. This will be a good way for
youth in the neighborhood to gain key business
skills.
TBBS will create a twitter and facebook profile to
keep our fans updated on our products and
events. TBS will also create a store page on our
website.
TBBS will collaborate with local artists to create
canvas tote bags and t-shirts that can also be
sold.
TBBS will partner with local herbalists to create
tinctures and teas from the herbs we grow in our
gardens. People can sign up for monthly shares
of these tinctures and teas.

Managerial Structure and Key Management Profiles

Because TBBS is a grassroots organization, it seeks to employ people from
the neighborhood whenever possible. Decision-making happens through
consensus. This promotes equity and transparency in the workplace. The
three founders of the organization split management responsibilities but
ultimately hope to turn the organization over to the neighborhood.
Sarah Baker is the Resident Artist and Creative Programs Director. She
has over three years of experience working in the fields of garden
education and urban beautification. As the Resident Artist, she is
responsible for creating the designs for each new gather space. This
process is done in collaboration with local community members.
Kristen Erbelding is the Chief Financial Officer. She manages the
budget and looks for new revenue streams. Kristen graduated from
Georgetown with an MBA and has extensive experience in human
resources.
Rondell Pooler is the Outreach Coordinator. He was born and raised in
Deanwood and has worked in greening ventures for the last five years.
His intimate knowledge of the neighborhood is an invaluable resource
when identifying new gathering spaces. Rondell works alongside
neighbors in the visioning process. Through community roundtables, he is
able to glean the hopes and dreams for each new space. This is then
translated into a workable design.

S.W.O.T. Analysis (Strengths, Weaknesses,

Opportunities and Threats)
Strengths

Grassroots
Intimate connection with
place
Creative
Beautification initiatives
Gathering spaces are
popular and well-used
In-kind donations
Programs respond to
community needs

Weaknesses

Overextended staff
Too little structure
Difficult to find grants
Hard to maintain spaces
once built

Opportunities

Threats

Gardening classes and

value-added products can
be a new revenue stream
Empower residents to
become gardeners and
grow their own food
Connect residents to wider
community by showcasing
products at farmers markets
across the city
Collaboration with farmers
and artists to create and
innovate new products

Many urban agriculture

organizations in D.C.
Slow food niche might be
overused
Gentrification in
neighborhood could change
land prices
Neighborhood violence and
poverty make retention
difficult

Final Statements (Cash Flow and Revenue Projections)

Total Operating Budget ~ $118,364
Potential Grants:
KaBOOM Playground Grant: $15,000
WholeKids Garden Grant: $2,000
Potential Revenue Streams
Garden products: ~ $3,500
Garden classes: ~$5,000
Consulting fees: ~$3,000

Garden Materials
Descripti
on

Quantity

Estimate
d

Actual

Notes

Mulch

Estimate
d
Cost/unit
$28.00

$346

$346

Compost
Seeds

$28.00
0

7
N/a

$346
$35 (for
shipping)

$346
$35

$50

$0

Merrifield Garden
Supplier
Merrifield Garden
From Hart Seed
company, have to
pay $35 shipping
In-kind

Twine/label
s
Pruners

$35

$70

$0

In-kind

Hose
Shovels

$55
$16.57

1
5

$55
$82.85

$0
$0

In-kind
In-kind

Watering
cans
Materials
for raised
beds

$6.08

10

$60.80

$0

In-kind

$150

$750

$750

Donation from
Greening Center

Total

$1477

Program Materials
Descripti
on
Paint
Paintbrush
es
Wood for
signs/mura
ls
Cooking
supplies
(weekly
allowance)
Markers

Estimate
d
Cost/unit
$1.50

Quantity

Estimate
d

Actual

Notes

80

$120
$40

$120
$40

Folkart Paint
Amazon

$50

$200

$200

Community Forklift

$20

16 weeks

$320

$320

Grocery stores

$69.40

1 variety
pack

$69.40

$69.40

Amazon

Total

$749.40

Playground Materials
Descripti
on
Rock-nslide
Picnic
Table
Boulders

Estimate
d
Cost/unit
$9,287

Quantity

Estimate
d

Actual

Notes

$9,287

$9,278

PlayWorld Systems

$864

$1728

$1728

PlayWorld Systems

$500

1 pallet

$500

$500

From Tristate Rock

Quarry
$11,506

Total

Value-Added Garden Products

Descripti
on
Shea
butter

Estimated
Cost/unit
$32.99/10lbs

Quantity Estimate
d
10
$329.90

Actual

Notes

$329.90

Amazon

Essential
oils
Beeswax
Carrier oils
Lip balm
containers
Body
butter
containers
Table price
at farmers
market
Design
costs for
labels, etc.

$89.99

$179.98

$179.98

Amazon

$6.71/ounce
$22.99
$9.59/15

25
3
10

$167.75
$68.97
$95.90

$167.75
$68.97
$95.90

Amazon
Amazon
Amazon

$8.47/12

10

$84.70

$84.70

Amazon

free

24

$0

$0

free

$0

$0

Will work with

local artist

Total

$927

Quantity Estimate
d
1
$38,400

Actual

Notes

$38,400

$38,400

$38,400

$38,400

Staff Costs
Descripti
on
CFO

Outreach
Coordinato
r
Creative
Program
Director

Estimated
Cost/unit
$20x40hrs/we
ek x12
months =
$7,680
$20x40hrs/we
ek x12
months
$20x40hrs/we
ek x12
months

$38,400

Total

$115,200

Marketing Plan Summary

Marketing
Strategy
Farmers Markets

Online presence
and social media

Description
TBBS will sell its value-added garden products at
farmers markets. This will be a good way for
youth in the neighborhood to gain key business
skills.
TBBS will create a twitter and facebook profile to
keep our fans updated on our products and

Canvas tote bags

and other items
Herb CSA

Consulting

Collaboration
Efforts

events. TBBS will also create a store page on our

website.
TBBS will collaborate with local artists to create
canvas tote bags and t-shirts that can also be
sold. TBBS will also create collectible recipe cards
with original artwork.
TBBS will partner with local herbalists to create
tinctures and teas from the herbs we grow in our
gardens. People can sign up for monthly shares
of these tinctures and teas.
TBBS will consult with other organizations and
businesses and share our success stories and
strategies with them. There will be a one-time
consultant fee of $150/workshop. This price,
however, could vary depending on the timeframe
of the consulting. These opportunities will help
spread our brand and products to a wider
audience.
TBBS will collaborate with local artists and
designers to create our brand aesthetic. These
efforts will be mutually beneficial and will allow
TBBS to break into new markets through shared
networking.