Housing Hope Social Enterprise
Smug. Having or showing an excessive pride in oneself or one’s achievements.
“I feel smug about my new job.”
“I feel smug moving my family to a safe, affordable home.”
“Our kids feel smug having a better chance in school and life.”
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Housing Hope Social Enterprise
The concept. 1 A fast food CafĂŠ/Bakeryđ&#x;?ž operated by low income clients. 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¸?.
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Housing Hope Social Enterprise
Introducing
SMUG.
A social enterprise to benefit real people in Snohomish County.
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.
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Housing Hope Social Enterprise
SMUG. Real, fast food. To benefit real people here.
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Housing Hope Social Enterprise
What Will Smug Serve? Breakfast Apple Pancake Puff, Egg Mug Muffin Sandwich, Mug Frittata, Bacon Cheddar Grits, Hearty Hashbrown Mug, Scrambled Eggs
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
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
Meat, Poultry Main Dishes Beef and Broccoli, Pesto Chicken Couscous, Thanksgiving in a Mug, Spaghetti and Meatballs
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
Coffee Drinks Caffè Americano, Caffè latte, Café mocha, Cappuccino, Chai latte, Decaf, Espresso, Mocha
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Housing Hope Social Enterprise
Smug Dessert Cake Signature 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
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Housing Hope Social Enterprise
What is mug cooking? Microwave mug recipes first made their appearance a few years ago in a handful of small cookbooks and gift books market 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 40,900,00 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 drive-through window in favor of a wholesome meal in a mug.
Who’s the SMUG customer? SMUG's primary target market is men and women aged 25 to 40. They will account for almost half of the total business. SMUG's 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.
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Housing Hope Social Enterprise
Secondary market will be young adults, aged 18 to 24. SMUG 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 SMUG’s 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 attached design. Do we need to do additional research on the topic? 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. What partners will we involve in this project? Why? Attorney (legal counsel) Architect (space planning and specifications) Manufacturer with welding capabilities (modify storage container) Structural engineer (to certify shipping container as safe structure) SMUG, Page 8
Housing Hope Social Enterprise
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. How will our customers' find us? We'll be at high traffic events, festivals and locations, in our target market. The business will likely find a high traffic fixed location, that will serve as a home base. We will let our customers know where we are via social media and via news releases. What other product could we sell these customers later? Make your own mug meal products. Snacks. Chocolates. SMUG logo wear and accessories.
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Housing Hope Social Enterprise
Who will do the work? Who’s going to manage the project and make sure the tasks get done? How long will it take? SMUG is going to require assistance from throughout the community. It will require an Executive Project Manager, Culinary Chief, Service Staff, Baristas, Kitchen Helpers and Café Managers. How will we know it’s 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? What’s going to bite us if we don’t address it now? What do we need to worry about down the line? 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 Salisbury, 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. Ms. Saulsbury has been involved in the world of food for more than 16 years, including catering specialty desserts in the San Francisco Bay area, writing cookbooks and freelance food articles, and developing recipes for national food companies. Further, she has won several of the country’s top cooking competitions, including the $100,000
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Housing Hope Social Enterprise
National Chicken Cook-Off, the $50,000 Build a Better Burger contest, and the Food Network’s $25,000 Ultimate Recipe Showdown.
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Housing Hope Social Enterprise
Next actions 1. Perform market analysis, cost analysis, and income projections. 2. Design/Build SMUG 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
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Housing Hope Social Enterprise
What will the Smug Café look like when it’s done? See the SMUG Mobile concept attachment to this report. We’re happy to share our early designs.
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Housing Hope Social Enterprise
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