HELPING TO BREAK THE CYCLE OF HOMELESSNESS ONE SWEET SPOONFULL AT A TIME

Sweet Surrender Overview

Started August 2009 Owned by Kara and Paul Stieffel Made in Atlanta, GA (Virginia Highlands) Vision was to increase the availability of premium, smooth and creamy fudge to customers bringing the fudge shop to them Use of high impact/upscale packaging great for gift giving or individual consumption Custom flavors and packaging capabilities Short lead-times, low minimums

Business Overview
As of June 30, 2012 320 Retail Customer locations have ordered 1,300 consumers have ordered directly through our website Diverse channels of distribution Tourist locations - (Callaway Gardens, ATL Botanical Gardens, Chateau Elan, Zoo Atlanta) Hotel Gift Shops (Rosen Hotels Orlando FL) Department Stores (Hamricks 10 locations GA, NC, SC) Atlanta Hartsfield Airport HMS Host Atlanta Home Magazine Store Gourmet Food Stores/Delis Coffee Shops/Snack Bars Ice Cream Shops Hospital Gift shops Hallmarks Florists Independent gift stores Spas (Natural Body) Video Stores (Video Warehouse) Book Stores Pharmacies Sold in 28 states Over 20,000 lbs of Fudge sold with an estimated 50,000 consumers consuming it Personally interfaced with thousands of consumers via sampling events with retail partners

Fudge FIXX Cups

Premium, portable, personal fudge! Upscale elliptical shaped cup Airtight re-sealable lid Includes mini spoon

Sweet 16 Box of Fudge Cups

A box of Chocolates is So Yesterday

Gift Tins 1.5 lb total 4 flavor option

Sweet Surrenders Partnership Elements Entire operation moved from our house to commercial kitchen at PCCI 302 Decatur Street Utilize First Step Staffing as our employment agency Hired two workers to produce, package, and ship the fudge to customers

Workers can stay on board with us for as long as they want to

Marketing Communication Goals

Increase awareness of Homeless issue in Atlanta and the US Increase awareness of the organizations we partner with

Increase awareness of our partnership so that other non profits and for profit companies can form partnerships
Increase sales of Sweet Surrender so we can add more workers in the program

The market conditions are ripe for more Social Enterprise Partnerships
There is a lot of open kitchen capacity in the non-profit community There are many entrepreneurs trying to run a food operation from their homes who cannot afford the high cost of renting a shared kitchen, let alone setting one up for themselves There are many homeless people who need jobs and not enough companies that are willing to hire them

Awareness and Incremental Fundraising Program

Advise your donors about our fudge and what we are doing to help the homeless situation We donate proceeds of the sales to Must Ministries We support and promote Must Ministries on social media networks Increasing the awareness of our Social Enterprise will hopefully lead to other ones being formed, thus helping create more job opportunities for the homeless.

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Why Premium Fudge?

High product awareness and likeness Broad age and Gender Appeal Very limited distribution. Minimal with mass merchandisers/supermarkets.
Compare this to Premium Chocolates such as Godiva that are sold everywhere including chain drug stores.

Fudge is perceived as a premium indulgence.

Fudge is a consumable feel good impulse product thats reminiscent of the good old days Tied in with family memories as it was commonly purchased on family vacations or made by a family member during the holidays.

Great for gift giving

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Awareness and Incremental Fundraising - Rationale

Consumers have gift giving needs all year round We have broad assortment to meet these needs According to the 2011 Cone/Echo Global CR Opportunity Study, when price and quality are about the same, 94 percent of consumers are likely to switch brands to one associated with a good cause. The most important reasons consumers say they buy cause-related holiday items include: Feeling good about being charitable during the holiday season (38%) Believing their purchase will have a direct impact on the cause (34%) Thinking the person who receives the gift will find it more meaningful (28%)

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Awareness and Incremental Fundraising Implementation

Promoting our fudge is simple with a great return on the limited time needed from your organization Send out a notice and unique link to our webstore to your donors/newsletter subscribers endorsing our enterprise for supporting homelessness initiatives
http://store.yahoo.com/cgi-bin/clink?yhst128819652215978+eLMHw6+index.html+

Another link will be given so you can see the traffic and revenue generated
http://us-dc1-edit.store.yahoo.com/RT/CLINKMGR.yhst128819652215978/seelink/eLMHw6+9sRveHMZ73

We do the rest! Must Ministries earns 15 percent of pre tax retail price of each item ordered
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Mandatory selection at checkout as backup for proper donation allocation

This is a backup to help ensure donation to Must Ministries in case your supporters do not use your link to make their purchase We will cross check orders so that any order received from your link will qualify for donation regardless of organization selected

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Job Creation Program

Obtain a large order of Fudge Fixx Cups which creates labor hours for Sweet Surrender Fudge

# of cups total hours required # of 20 hour workers # of 40 hour workers

5,000 137 7 3

10,000 314 16 8

15,000 491 25 12

20,000 668 33 17

Sweet Surrender Fudge utilizes workers selected by Must Ministries Recommended workers sign up with First step Staffing

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Job Creation Program - Implementation

Must Ministries and/or Sweet Surrender Fudge sell program in to Must Ministries key partners
If Sweet Surrender is doing the sales calls alone we just need Must Ministries to help set up the appointment

$3.00 per cup (includes shipping and handling)

The standard market retail price is $4.00-$5.00 This is 25-40% below market retail price

Sweet Surrender pays workers $7.25 per hour via First Step Staffing Sweet Surrender donates 60 cents per cup (20%)
30 cents (10%) to Must Ministries 30 cents (10%) to Project Community Connections

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