Common Ground Grocery

Strategic Organization Plan

Prepared by:
Mike Garza, Taylor Rees, Kamara Turner

October 25, 2018

Table of Contents
 Executive Summary……………………………………………………………………………....4
Introductory Summary…………………………………………………………………………4
1.0 Organization Background………………………………………………………………….....5
1.1 Business definition………………………………………………………………......5
1.2 Vision……………………………………………………………………………….5
1.3 Mission……………………………………………………………………………....5
1.4 Value Proposition…………………………………………………………………....5
1.5 Organization Structure……………………………………………………………......5
1.6 History & Culture…………………………………………………………………......5
2.0 Situational Analysis....................................................................................................................6
2.1 Definition & Scope of Situation....................................................................................6
2.2 Stakeholders Affected ...................................................................................................6
2.3 Competition ...................................................................................................................7
2.4 SWOT Analysis.............................................................................................................8
2.5 Market Position………………………………………………………………………..9
3.0 Plan…………………………………………………………………………………………….9

3.1 Objectives, Strategies, & Tactics................................................................................10

3.2 Critical Success Factors..............................................................................................12

3.3 Key Performance Indicators.......................................................................................13

3.4 Budget & Resource Allocations................................................................................14

3.5 Timeline.....................................................................................................................14

3.6 Evaluation Method & Anticipated Results................................................................14

Appendices…………………………………………………………………………………….16

A. Facebook Advertisement............................................................................................16

B. Instagram Account......................................................................................................17

C. Instagram Post.............................................................................................................18

D. Instagram Event Post..................................................................................................19

E. Proposal Letter..............................................................................................................20

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 F. Custom Online Bulk Order for Herbs and Spices.........................................................22

References………………………………………………………………………………………..22

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Executive Summary
Common Ground Grocery is a retailer of natural products that has been in Downtown
Bloomington since 1977. They are known for their loyalty to the Bloomington-Normal
community and market, which makes them one of the few markets that provide environmentally
friendly products. Common Ground Grocery partners with local farmers and business to ensure
high quality products that benefit their customers and the economy.
The following plan is meant to help Common Ground Grocery improve its clientele and develop
a strong position in the food market industry. The plan’s success relies on the implementation of
objectives, strategies, and tactics that aim to help Common Ground Grocery grow their consumer
base in the Bloomington-Normal community, increase profits, and enhance relationships
between customers and employees. The plan is meant to guide the owner and employees through
the growth process that will expand that potential and success of Common Ground Grocery’s
business.

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1.0 Organization Background
This section contains the information that explains what Common Ground Grocery does, why it
exists, the organization’s history and culture, its location, etc.

1.1 Business Definition

Common Ground Grocery has served the Bloomington-Normal community for forty years by
offering natural and environmentally friendly products. Common Ground Grocery partners with
local farmers and businesses by delivering high quality products that benefit consumers of the
Central Illinois community.

1.2 Vision
To become a well-known organization and leading provider of vegan, bulk, body care, and
gluten-free products that serves students and families in the Bloomington-Normal community.

1.3 Mission
Common Ground Grocery is a family owned business that cultivates personal, environmental,
and economic well-being through a commitment to ethical business practices, financial
accessibility, community education, and the support of local and sustainable farmers and
producers.

1.4 Value Proposition

The value proposition identifies the factors that make Common Ground Grocery stand out from
its competition. It includes a slogan describing Common Ground Grocery’s unique selling
innovation and the proof points which support the core idea of the slogan by providing the
competitive advantages that Common Ground possesses. The value proposition is as follows:

Slogan: “We’re the Common Ground between you and your local farmers.”

1.4.1 Proof Points

• Common Ground focuses on its relationships with consumers by providing monthly
customer-appreciation discounts and year-round student discounts.
• Common Ground features vegan, bulk, body care, and gluten free products for its
shoppers to sample and purchase within the store.
• Food markets such as Green Top Grocery, Hy-Vee, and Fresh Thyme along with large
retailers like Walmart, Sam’s Club, and Meijer all have different varieties of organic
components but not as extensive as Common Ground.

1.5 Organization Structure

Common Ground Grocery is a small, independently-owned grocery store that focuses on local
produce from local farms. The grocery store currently has ten employees, but nine employees
working directly in the store.

1.6 History and Culture

In 1977, Mary Munson opened Common Ground Grocery when organic food was not widely
available. She quickly gained a loyal following of people who believed that health starts with
what is put into the human body. Mary owned the store for nearly twenty years before passing it
on to long-time employee, Katha Koenes. Katha strived to uphold Mary's standards for high
quality food and products. Two decades after that, Katha decided to pass the store on to the third

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generation, Lua Travis. Lua's goal is to continue to update the store while keeping the nostalgic
vibe that brings customers back.

Common Ground is a fairly laid back culture. However, there are still important standards that
employees are required to uphold. Common Ground employees and customers care about the
environmental footprint individually and as a business. The culture is that of health
consciousness in all aspects of life including food consumed, products used in the home, and
packaging.

2.0 Situational Analysis

A situational analysis is used to understand the many challenges Common Ground may face.
This section will explain the analysis of Common Ground’s situation, the depth of their issues,
the stakeholders affected and their competition. The situational analysis also describes its
strengths, weaknesses, opportunities and threats that may affect the success and growth of
Common Ground Grocery.

2.1 Definition and Scope of Situation

Common Ground Grocery offers quality service and products; however, many things should be
improved. One of the biggest issues that Common Ground Grocery faces is the lack of college
student awareness and shoppers. In comparison to other grocery stores in the Bloomington-
Normal community, Common Ground is among multiple grocers that advocate for healthy,
organic foods.

Common Ground Grocery works closely with farmers and merchants in central Illinois to
provide foods and body care items that are organic, vegan, gluten-free and carried in bulk.
Common Ground plans to become a well-known organization throughout the Bloomington-
Normal community, and appeal to both college students and local families. Despite the
organization’s opening in 1977, the following issues have yet to be addressed:
• To increase student awareness of Common Ground between Illinois State University,
Illinois Wesleyan University, and Heartland Community College
• To increase the understanding of Common Ground Grocery’s mission in comparison
to other local health shops in the Bloomington-Normal community
• To assist Common Ground Grocery in connecting with local organizations that serve
the interests and needs of college students and families in the area

2.2 Stakeholders Affected

The stakeholders that are affected by the success of Common Ground Grocery will be local
farms and farmers that allow their products to be distributed throughout the store. The local
farms are Legacy of the Land Farms, which are located in McLean, Woodford and Livingston
counties; PrairiErth Farm of Atlanta; Finding Eminence Farm of Lexington; and Dearing
Country Farms located in Bloomington.

Common Ground Grocery regularly donates unused or lightly expired items to Home Sweet
Home Ministries. The “Beans to Bags” program is another campaign that was born out of an
environmentally conscious and philanthropic mindset. Customers who do not take a bag along
with their purchase are given a bean, which represents $.05 that is saved for paper and plastic

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bag purchases. Customers then choose one of four local charities to allot their bean to. At the end
of the quarter, Common Ground tallies up the $.05 donations and cuts a check.

In 2017, Common Ground Grocery’s “Beans to Bags” program donated over $750 to 16 McLean
county charities and saved approximately 15,000 paper and plastic bags. Common Ground
Grocery prides itself in giving back to the community that has been the organization’s home for
over 40 years.

2.3 Competition
Currently, there are several grocers in Bloomington-Normal that Common Ground Grocery
competes with. The competition is ranked between “very strong” and “strong”. Very strong
competition poses a threat to Common Ground as it offers virtually the same services within the
same area. Strong competition poses a threat but does not provide as much locally grown
products or services as well as Common Ground.
• Very strong competition includes Green Top Grocery. The business provides a wide
variety of locally grown products and services for its consumers. The business is also
committed to building long-lasting relationships with its customers, which is similar
to Common Ground Grocery’s position. Green Top provides loyalty programs for its
shoppers that incorporate discounts on select items and purchases.
• Additionally, Meijer, Walmart, Sam’s Club, Jewel, and Kroger are also very strong
competitors because they offer massive quantities and varieties of foods at highly
competitive prices in comparison to Common Ground. Specifically, Meijer, Walmart,
and Sam’s Club are “chain stores” with very large networks of food and other
supplies from all over the nation and beyond. Because of their high familiarity, these
chain stores enable them to offer alternatives to Common Ground’s products that
appeal to all customer types due to these stores’ top-of-mind awareness and prime
locations.
• Strong competition includes Hy-Vee and Fresh Thyme Farmers Market, both located
in Bloomington-Normal. Hy-Vee has a large staff and facility that exceeds nearly
110,000 square-feet. Hy-Vee's variety of natural and organic products is similar to
Common Ground’s, but Hy-Vee also appeals to the needs of the average shopper with
basic supplies. Much like Common Ground, Fresh Thyme Farmers Market sources
produce from local farms, organic items from certified growers, and freshly picked
items. Fresh Thyme’s large facility places higher prices on some produce and meats
compared to other grocers in Bloomington-Normal, such as Common Ground. Both
businesses pose threats to Common Ground Grocery because they offer similar
services, but because of their large facilities, they lack the ability to create personal
relationships with their shoppers that are offered by Common Ground Grocery.

2.4 SWOT Analysis

This analysis of Common Ground’s strengths, weaknesses, opportunities, and threats (SWOT)
reveals divisions of advantages, disadvantages, improvements, and constraints in their operation.
Every SWOT category is defined by what it means to Common Ground and looked at in terms of
how Common Ground can benefit.

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 Aspects Implications Possible Actions

Strengths Common Ground is located between College students could benefit Employ Common Ground
Illinois State University, Illinois from Common Ground easily social media to spread
Wesleyan University, and Heartland assessable location. awareness to college
Community College. students.

Common Ground offers vegan, bulk, Customers can know that they Highlight Common
body care, and gluten-free products. are receiving healthy products Ground’s relationship
for their body. with local farmers.

Weaknesses Common Ground is not capitalizing on Common Ground is missing Common Ground can
collaborative opportunities with other out on opportunities to serve expand its presence by
businesses nearby. local restaurants and bars with collaborating with local
bulk items. restaurants and bars.

Common Ground has high prices on New customers will not want Sell items at a
basic products you can find cheaper at to pay higher prices for basic competitive price to bring
local grocery stores. items they can find at other in new customers.
local grocery stores.

Opportunities Common Ground has the potential to Common Ground could focus Look into resources and
expand its services through online more on selling in bulk. opportunities for growth.
ordering.

Common Ground can target college Common Ground would Common Ground can
students from Illinois State University, attract more loyal customers. create opportunities to do
Illinois Wesleyan University, and more on campus
Heartland Community College. promotions.

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Threats Green Top Grocery, Hy-Vee, and
Fresh Thyme Farmers Market offer
similar services.
Common Ground could Common Ground can
potentially lose customers research what local
because its competitors could competitors are not
be offering the same services. providing or
implementing in their
stores.

Common Ground can

Common Ground’s local competitors, Common Ground may not have build intimate and loyal
such as Walmart, Sam’s Club, and the power to compete with the relationships with their
Meijer have large facilities with same kind of grocery store
customers by providing
substantial employee numbers and experience that customers will incentive programs for
accessible hours. get from competing businesses.
their shoppers.

2.5 Market Position

Given the range of competitors described in Section 2.3, Common Ground Grocery must
determine and hold on to a firm position in the market. The key to this task is differentiation, and
considering Common Ground Grocery’s value proposition presented in Section 1.3, Common
Ground can set itself apart from competition through aspects of its brand, products, and services
that are unique to the market (Smudde 2015).

In the Bloomington-Normal area, Common Ground Grocery holds on to a niche in the market.
While many competitors offer similar services, Common Ground provides an atmosphere of
friendliness and homeliness like local grocery stores have offered communities for many
decades. Similar to what microbreweries have done for the beer industry, “micro grocers” can do
for the grocery store industry. Common Ground is a small organization that prides itself on its
goods and services. The locally grown products offered within a friendly and intimate
atmosphere sets Common Ground apart from competitors that do not provide such highly
personal and intimate shopping experience. Common Ground strives to serve customers one on
one and form truly lasting relationships. The experience and knowledge contained within
Common Ground’s walls are incomparable.

3.0 Plan
This section presents the specific actions that Common Ground must do this fiscal year in order
to best fulfill its mission and to work closer towards meeting their vision. This section will
include objectives, strategies, tactics, critical success factors, key performance indicators (KPIs),
Budget and resource allocation, timeline, evaluation method and anticipated results.

3.1 Objectives, Strategies, and Tactics

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The following table will represent the objectives, strategies, and tactics that Common Ground
will have to exercise as part of their plan.
• Objectives are the main things that Common Ground needs to accomplish in order to
achieve its vision. Each objective includes four parts: (1) a desired effect, (2) a goal,
stated as a numerical target, (3) the target audience, and (4) an established target date or
deadline. The benchmarks for each goal are presented after each objective.
• Strategies are the categories of things Common Ground needs to do to fulfill the
objectives.
• Tactics are the specific actions that Common Ground will take to accomplish each
strategy, which will subsequently fulfill the related objectives.

Objectives Strategies Tactics

1. Increase awareness among students of
Illinois State University, Illinois
Wesleyan University, and Heartland
Community College about Common
Ground’s student discount within 2
months.
Common Ground is lacking a strong
college audience
Benchmark: Common Ground has not
been active about promoting their 10%
off discount for college students.
Digital Run ads targeted to Illinois State University,
platform Illinois Wesleyan University, and Heartland
strategy Community College students.
- Create a Snapchat filter
- Implement giveaways on Instagram
- Focus marketing budget on Instagram and
Snapchat
- Target ads toward college students focused
on demographics and psychographics.

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 2. Increase customer understanding of the
benefits of buying herbs and spices in
bulk by 50% by the end of the fiscal year.
Common Ground is not currently
promoting any benefits of shopping at
their store.
Benchmark: Provide customers with a
survey about if their understanding of the
benefits of buying herbs and spices in
bulk with an incentive to take the same
survey by the end of the fiscal year.
3. Establish four collaborations with local Event
restaurants, township centers, Illinois Strategy
State University, Illinois Wesleyan
University, Heartland Community
College, and gyms by the end of the fiscal
year.
Common Ground does not participate in
any on-campus events, such as Festival
ISU or Oktoberfest
Benchmark: Common Ground works
with local farmers and businesses.
3.2 Critical Success Factors
Create Create a loyalty reward program that allows
loyalty customers to earn points for every bulk
program order they place.
Promotion - There will be personal accounts for each
strategy customer on the Common Ground website
that will allow the customer to understand
how many points they received and what
they can redeem those points for.
- With every order that someone purchases,
hand them a small pamphlet of all the
benefits of buying herbs and spices in bulk.
Reiterate the benefits of shopping at
Common Ground.
- On the front page of Common Ground’s
website, provide an informational video
about the benefits of eating foods with no
GMO’s and buying in bulk.
Create events with local collaboration.
- Events can be focused on raising money
Promotion for nonprofits. -This will promote being
Strategy involved in the community.
- Running a local dry food and can pick up
to donate to charity.
- Seek three opportunities to join events,
fairs, and clubs to promote Common
Ground.
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The following table describes 4 categories of positive and negative factors that could affect Common
Ground when attempting to fulfill its objectives along with the implications related to each category.

Objectives Opportunities Barriers Environment Resources

1. Increase college Opportunity to College students Build a Improve

student awareness from target a new may not want to relationship with employee
Illinois State audience. pay prices even college students. engagement
University, Illinois with the discount. with the
Wesleyan University, Opportunity to Increase community.
and Heartland increase revenue. Creates another awareness of
Community College expense for a College More
about Common Possibility of marketing budget. discount. employees
Ground’s student making loyal will be needed
discount within 2 customers. to conduct
months. guerilla
marketing.

2. Increase customer Opportunity to May cost more Strengthen Common

understanding of the increase revenue. money to advertise relationship Ground will
benefits of buying the benefits of between need to update
herbs and spices in If bulk item sales buying in bulk. Common their website.
bulk by 50% by the increase, the owner Ground and its
end of the fiscal year. can buy in bigger Could affect customers. Create a
quantity, thus customer loyalty reward
saving Common relationships Builds Common program on
Ground money on negatively if Ground’s Common
each sale. Common Ground reputation as a Ground’s
does not stay on caring company. Website.
message.

3. Establish 4 Allows owner to Traveling to Common More

collaborations with conduct more events will add to Ground is employees
local restaurants, business-to- the responsibilities located near will be needed
township centers, business sales. of the Common restaurants and to be involved
Illinois State Ground staff. colleges. in running
University, Illinois Allows Common events.
Wesleyan University. Ground to promote This is expense Provide
Heartland Community their company. that Common employees with Information
College and local gyms Ground will have sales training. about
by the end of the fiscal It shows Common to budget for. Common
year. Ground is actively Ground will
involved in the need to be
community. brought to
events.

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3.3 Key Performance Indicators (KPIs)
KPIs are recurring measurements that Common Ground will conduct to ensure they are on the
right path to being successful. For each listed objective, specific measurements will be taken by
the owners periodically and correlated with the benchmark.

• Objective 1- 1. Increase college student awareness from Illinois State University, Illinois
Wesleyan University, and Heartland Community College about Common Ground’s
student discount within 2 months.
o Benchmark- This will be a survey handed to ISU, IWU, and HCC students
focused on the interest of visiting Common Ground with the known fact of the
college discount. This objective assumes Common Ground has not been active
about promoting the college discount on college campuses.
o KPI- Handout out 300 surveys at ISU, IWU, and HCC. Target about 100 students
from each campus who are interested in visiting Common Ground with the
knowledge of the college discount within two months.
• Objective 2- Increase customer understanding of the benefits of buying herbs and spices
in bulk by 50% by the end of the fiscal year.
o Benchmark- Reoccurring customers take a survey about their understanding of the
benefits of buying herbs and spices in bulk at checkout.
o KPI- Give customers the same survey at checkout at the end of the fiscal year
after promoting the benefits of buying herbs and spices in bulk for a couple of
months prior to the fiscal year ending.
o Calculate the increase and decrease of customer awareness and adjust process if
deficient.
• Objective 3- Establish four collaborations with local restaurants, township centers,
Illinois State University, Illinois Wesleyan University, Heartland Community College
and local gyms by the end of the fiscal year.
o Benchmark- This objective assumes that Common Ground works with local
farmers and businesses, but is unaware of any new opportunities of
collaborations. We will assume that Common Ground fiscal year will end January
31.
o KPI- Common Ground will seek out and participate in at least one local event
with a business they have not worked with by January 31. This will allow
Common Ground to be part of four local collaborations by the end of the fiscal
year.

3.4 Budget and Resource Allocations

Common Ground Grocery has been in business for over 40 years and has appealed to the needs
of consumers since 1977. Common Ground Grocery has not disclosed internal revenues for
outside parties, so a specific budget is difficult to construct in order to implement this plan.
Common Ground Grocery will continue to work closely with local partners and investors that
help increase revenues. It is unclear to external parties as to how much Common Ground
Grocery pays its employees at an hourly rate, but this may become a factor regarding bonuses or
pay increases.

Although this information has not been disclosed to external audiences, Common Ground
Grocery may also impose specific taxes on buyers and sellers of their products. Local farms and
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other markets who are in business with Common Ground may be charged at a higher rate when
providing goods and services to the grocer. Overall, the information provided does not clearly
state a specific agenda to follow when implementing a budget for Common Ground. The
information provided are key factors that affect Common Ground Grocery’s financial status and
how the business manages its revenue.

3.5 Timeline
To ensure the success of this plan, a guideline of the proposed objectives and tactics and when
they are planned to be executed can be seen in Appendix F. The success of the plan will be
determined on implementing what is on the schedule on the date given. Measuring benchmarks
(or a place where things can be compared or assessed) will also be keen on the success of the
plan. For example, surveying current customers about the awareness of buying herbs and spices
in bulk will be essential before running a promotion. This will allow Common Ground to
measure the promotion and see if it is effective.
Common Ground’s fiscal year will end January 31, 2019. Majority of the plan is created to be
executed through January 31. The only exception would be to execute the plan to reach a greater
number of college students by January 15, 2019 and ending March 15, 2019. There will be no
holiday breaks to hinder the results of any promotion being run. There are many scheduled tasks
throughout the year and it is essential to find employees that can deliver on these objectives and
tactics.

3.6 Evaluation Method and Anticipated Results

• Objective 1- Increase college student awareness from Illinois State University, Illinois
Wesleyan University, and Heartland Community College about Common Ground
Grocery’s student discount within two months.
o Use the survey method beginning January 15 when students return for the spring
semester. Use calculation plan to determine on March 15 if college student
awareness has increased.
o If there is not an increase in college student awareness, plan for more adjustments
to the survey and how it is distributed.
• Objective 2- Increase customer understanding of the benefits of buying herbs and spices
in bulk by 50% by the end of the fiscal year.
o If there is a strong customer understanding of the benefits of buying herbs and
spices which increases by 12.5% a month or totals to 50%, then the plan was
successful.
o If the plan was not successful, adjust how you are distributing the information to
the customers to increase customer understanding by 50% the next fiscal year.
• Objective 3- Establish four collaborations with local restaurants, township centers,
Illinois State University, Illinois Wesleyan University, Heartland Community College,
and gyms by the end of the fiscal year.
o If there are at least four collaborations for fundraisers and events with local
colleges, restaurants, and other local businesses by January 31, the plan was
successful.
o If the plan is not successful, adjust the promotion of reaching out to other parties
to create a collaboration.

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Appendices

Appendix A. Facebook Post

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Appendix B. Instagram Account

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Appendix C. Instagram Post

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Appendix D. Instagram Event Post

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Appendix E. Proposal Letter to Illinois State University

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Ms. Kara Pool Snyder
College of Applied Science and Technology
103G Turner Hall
Illinois State University
Normal, IL 61761
(309) 438-3986
kepool@ilstu.edu

Dear Kara Snyder:

Common Ground Grocery is a retailer of whole, natural foods that focuses on fitting the needs
and budget of their customers. Common Ground grocery focuses on providing healthy and local
foods. All of the foods that are sold in Common Ground Grocery are provided by local farms.
These farms include: Legacy of the Land farm, PrairiErth Farm, Adams Acres, Finding
Eminence Farm and Dearing Country Farms. Common Ground Grocery is dedicated to
providing foods that are organic and antibiotic free, unlike many foods today.

In order to expand the growth and success of Common Ground, we are seeking opportunities to
work with Illinois State University’s Agriculture - Food Industry Management department to not
only expand the knowledge of students, but also expand the growth of Common Ground
Grocery. We are planning to host annuals events on the campus of Illinois State University
where students, faculty, staff and local families can come to learn about the different foods
Common Ground provides, where they come from, and how they are grown. We will have
pamphlets that provide information about Common Ground Grocery and the Agriculture - Food
Industry department at Illinois State University.

To help build awareness about the event, there are blueprints included to assist with the creation
of the event:

“Common Ground Grocery: Where Healthy Food is Not so Common”

The agriculture department at Illinois State University provide the necessities to build and create
groceries like Common Ground. This event will provide the correlation of the two.

“Building Relationships within the Community”

This event will build trust and reliability between local groceries and the community. This will
also give Illinois State University Agriculture students the opportunity to connect and network
with local farmers on a more personal level.

These occasions will be little to no cost events for locals and other participants. Common Ground
Grocery plans to become a well-known grocer in the Bloomington-Normal community and
among members of Illinois State University. Many Illinois State University students believe
eating healthy, local and organic foods are costly, which is typically the case -- however, our
partnership will give students the opportunity to learn the importance of healthy and local eating,
even on a budget.
For more information about the event, free to contact us by email at
commongroundbloomington@gmail.com
Thank you for your time,

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Colleen Connelly
Marketing and Social Media Manager

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Appendix F. Custom Online Bulk Order for Herbs and Spices

References
Ford, M.A. (2015, March 10). Hy-Vee ready for today’s opening. The Pantagraph. Retrieved
from https://www.pantagraph.com/news/local/hy-vee-ready-for-today-s-
opening/article_f09cd538-2277-5441-b41e-a91f7c96c49c.html
Smudde, P.M. (2015). Managing public relations: Methods and tools for achieving solid
success. New York: Oxford University Press.

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