SMUG .
HAVING OR SHOWING AN EXCESSIVE PRIDE IN ONESELF OR ONE’S ACHIEVEMENTS.
HOUSING HOPE ENTERPRISES
“I feel smug about my new job.”
HOUSING HOPE ENTERPRISES
“I feel smug moving my family to a safe, affordable home.”
HOUSING HOPE ENTERPRISES
“Our kids feel smug having a better chance in school and life.”
The concept. 1 A fast food CafĂŠ/Bakeryđ&#x;?ž operated by Housing Hope clients and volunteers. 2 Profits đ&#x;’ľ to benefit Housing Hope. 3 Food cooked within coffee mugs ☕ď¸? in microwave ovens with food donated by local food producers and grocers. Fast food, quick. 4 Absolutely wholesome delicious meals — breakfast, snacks, lunch, dinner, and dessert — in two minutes ♨ď¸?.
INTRODUCING
MUGWORKS.
The next social enterprise to benefit real people in Snohomish County.
MUGWORKS
Give a person a mug meal and you feed him for a day. Teach a person to produce mug meals and you help feed and house his family for a lifetime.
Real, fast food.
To benefit real people, here.
CAN YOU TASTE IT?
WHAT WILL MUGWORKS SERVE?
Breakfast Apple Pancake Puff, Egg Mug Muffin Sandwich, Mug Frittata, Bacon Cheddar Grits, Hearty Hashbrown Mug, Scrambled Eggs
WHAT WILL MUGWORKS SERVE? Soups, Stews and Chilis Creamy Tomato Soup, Loaded Baked Potato Soup, Quinoa Minestrone, Miso and Mushroom Soup, Quinoa Chili, Poblano White Chili, Creamy Broccoli Soup, Black Bean Soup, Speedy Minestrone, Bacon and Corn Chowder, Mediterranean Lentil Mug, 
 Beef Stew
WHAT WILL MUGWORKS SERVE?
Meatless Main Dishes Eggplant Parmesan Mug, Green Chile Quesadilla Mug, Chickpea Potato Masala, Curried Lentils with Yogurt and Tortilla, Korean Pajeon, Not Your Mother’s Mac & Cheese
WHAT WILL MUGWORKS SERVE? Meat, Poultry Main Dishes Beef and Broccoli, Pesto Chicken Couscous, Thanksgiving in a Mug, Spaghetti and Meatballs, Meatloaf in a Mug
WHAT WILL MUGWORKS SERVE?
Snacks Cheese Fondue and Tortilla Chips, Warm Parmesan Spinach Dip, Layered Southwestern Dip, Mug Popcorn, Chocolate Peanut Butter Crunch Mix, Granola Puck, Crispy Rice Treat, Baked Apple
WHAT WILL MUGWORKS SERVE?
Coffee Drinks Caffè Americano, Caffè Latte, Café Mocha, Cappuccino, Chai Latte, Decaf, Espresso, Mocha
SIGNATURE DESSERT FLAVORS ★Banana ★Chocolate Coconut ★Vanilla Coconut ★Chocolate Velvet ★Java ★Carrot Cake ★Peanut Butter Milk Chocolate Ganache ★Red Velvet ★Salted Caramel ★Sweet Chocolate ★Maple Bacon ★Sweet Vanilla ★Vanilla Chocolate ★Gluten Free Chocolate Coconut ★Gluten Free Vanilla Coconut ★Gluten Free Chocolate Velvet ★Gluten Free Sweet Vanilla
WHAT IS MUG COOKING? Microwave mug recipes first made their appearance a few years ago in a handful of small cookbooks and gift books marketed as fun novelties. The intended audience was home cooks who used their microwave ovens to cook (as opposed to more heating and reheating), as well as individuals interested in creating simple homemade crafts and gifts. Microwave mug cooking quickly achieved web stardom on food blogs, Pinterest, Instagram and the websites of leading North American newspapers and magazines. An October 2013 Google search of the phrase “mug recipes� yielded more than 40,900,000 hits. Although the majority of recipes in this new wave of microwave cooking are for mug cakes and muffins, the range of offerings extends to one-serving cookies, egg dishes, French toast, meatloaf and macaroni and cheese. Beyond the obvious convenience factor, mug cooking is also an economical alternative to fast food. Even with their abundance of cheap menu offerings, fast-food restaurant costs can mount quickly, especially if they become routine. Excess calories, high fat content and too much sodium and sugar are additional incentives for passing up the drivethrough window in favor of a wholesome meal in a mug.
WHO IS THE MUGWORKS CUSTOMER? MUGWORKS primary target market is men and women aged 25 to 40. They will account for almost half of the total business. MUGWORKS appeal to this consumer age group will be through hip, contemporary design that is consistent in its advertising and decor, and to keep products current as status symbols. Customers will be urbanites with relatively high income, professional careers and a focus on social welfare. Secondary market will be young adults, aged 18 to 24. MUGWORKS will appeal to this consumer directly by focusing on social networking and actively cultivating a “cool� image. Kids and teens will also be a part of MUGWORKS target audience, although a relatively small part of the business. Together, customers age 13 to 17 will purchase, or have their parents purchase, steamed milk or whipped cream topped, coffee drinks.
WHAT TOOLS OR MATERIALS WE WILL NEED TO GET THIS BUILT?
We’re going to need a modified, 20 foot cargo shipping container, as per the proposed design.
DO WE NEED ADDITIONAL RESEARCH? We would like to interview experts in the following categories. Restaurant owners and bakers, restaurant equipment purveyors, public health officials, nutritionists, manufacturers, grocers and food producers to name a few.
IS THERE ANY WAY TO CREATE A REALLY FAST PROTOTYPE?
Plans call for testing the concept, as part of a fundraiser, at a future Housing Hope event. “The Mugging”
WHAT PARTNERS WILL WE HAVE IN THIS PROJECT? Attorney (legal counsel) Architect (space planning and specifications) Manufacturer with welding capabilities (modify storage container) Structural engineer (to certify shipping container as safe structure) Grocery distributor and local food producers (donation of food supplies, including bulk foods, paper goods) A coffee company (contribute coffee drink supplies) Electric utility to defray operating expense for power. Restaurant equipment supplier for coffee equipment, refrigerator freezers, microwave/convection ovens. Pro bono advertising agency, public relations firm, design firm for advertising campaigns, publicity, sign and logo design. Shipping container transport company to move SMUG Mobile to events, festivals and high traffic locations.
WHAT OTHER PRODUCTS COULD WE SELL OUR CUSTOMERS LATER?
Make your own mug meal products. Snacks. Chocolates. MUGWORKS logo wear and accessories.
WHO IS GOING TO DO THE WORK? WHO’S GOING TO MANAGE THE PROJECT?
MUGWORKS is going to request resources from throughout the community. It will require a Project Manager, Consulting Chef, Service Staff, Baristas, Kitchen Helpers and Café Manager.
HOW WILL WE KNOW IT IS WORKING?
Achievement of pre-determined milestones, profit delivered to Housing Hope, regional and national media coverage, and above all satisfied customers.
WHAT DO WE NEED TO WORRY ABOUT? Cost analysis and profit projections, competitive analysis, safety precautions, health guidelines, insurance requirements, and sources for donated supplies. Consumer testing, quality control and training.
WHERE WERE THE RECIPES OBTAINED? The primary source of mug recipes is Camilla Saulsbury, wife, mother, cookbook author, recipe developer, fitness instructor and trainer. She earned a Ph.D. in sociology - with a dual focus on health and medicine and American foldaways - from Indiana University. Her primary focus is in creating whole foods-based dishes, including baking.
NEXT ACTIONS 1. Perform market analysis, cost analysis, and income projections. 2. Design/Build MUGWORKS Mobile. 3. POS: Spec a Point of Sale system to track and record daily transactions and accept electronic payments. 4. Menu Boards: Define the main menu items, so that it’s easy for takeout customers to order 5. Flyers: Design promotional flyers featuring special offers and an attached discount voucher 6. Team: Hire and Train the Service staff, Baristas, Kitchen helpers and Café Managers 7. Uniforms: Design and produce impressive uniforms, aprons, and other accessories for the staff to wear 8. Supplies: Get all the stocks and supplies necessary to operate the Café 9. Tasting: Hold a Food and Beverage tasting session with the team and community members to verify product quality 10. Menu: Refine menu items, pricing, recipes, ingredients and costs 11. Licenses: Obtain all the required business licenses and health & safety approvals 12. Bank Account: Open a bank account to deposit daily earnings and pay suppliers for goods supplied
ECO FRIENDLY Dimensions Closed: 8' x 20' x 8'6" Dimensions Open: 15' x 20' x 8'6" Average weight (with equipment): 12,000 lbs Deployment: 90 seconds Complete installation: 10 minutes 28 customer slots, 14 of which are seated 3-4 employees in service Easy to transport by sea or land 4 solar panels, 680 watts at total 8 deep discharge GEL technology batteries 960 amps per hour at total 1 inverter/charger/transfer relay alternating current from the energy stored in batteries. 4000 watts power total
ECO FRIENDLY
•
4 solar panels, 680 watts total
•
8 deep discharge GEL technology batteries.
•
960 amps per hour at total
•
Inverter/charger/transfer relay alternating current from the energy stored in batteries.
•
4000 watts power total