Central California Youth Academy, INC Newly Functioning Venture Business Plan
Table of Contents
Background and Introduction………………………………………………………………..4-11
The Leadership (Management) Team and Human Resources………………………………14-20
The Organization Culture……………………………………………………………………21-22
Impact of the Global Economy on the Business……………………………………………23-27
Global Opportunities for Growth……………………………………………………………31-33
Business Operations Risk Management…………………………………………………….34-35
Ethics & Legal: Social Responsibility………………………………………………………36-37
Marketing Contingency Plan………………………………………………………..46-48
Analytical Focus and Orientation of Project………………………………………..48-50
Product/Service Innovation Description (Idea)…………………………………………….50-52
Product/Service S-Curve Analysis………………………………………………………….52-55
Product/Service Innovation Value Proposition (Benefits)………………………………….55-57
Product/Service Innovation Implementation (Conversion) Plan……………………………57-61
Product/Service Innovation Diffusion Plan…………………………………………………61-62
Use of Technology…………………………………………………………………………..62-67
Central California Youth, INC is a non-profit Public Benefit Corporation and is not organized for the private gain of any person. It is organized under the Nonprofit Public Benefit Corporation Law for public purposes. Central California has been in existence for almost a year now and it is important to note that the reason for the new venture business plan is because when it was established a business plan was never created. After speaking with an accountant to file taxes for the organization she asked to see the business plan and I was puzzled. This is a chance to create the business plan for the Non-Profit organization even though it is not a new venture but a started venture.
Central California Youth Academy provides at-risk youth with a positive outlet where they can gain life skills, self-esteem building and increase their self confidence through physical education, nutrition and wellness services enabling them to become productive and meaningful members of society through a project entitled Youth Champions (YCs). The vision is to keep kids off the streets and away from gangs leading to decreased gang violence so that Stockton, California can be known as a safe place to live. In 2012 there were a total of 70 homicides half of those resulting from gang violence (Guinn et. al., 2012).
The program serves as a positive alternative that maintains and fosters active and positive lifestyles to keep kids in the ring and off the streets. The organization’s mission is to counter act physical health deficiency, (asthma, obesity, etc.) mental health deficiency, negative social behaviors, messages and/or experiences that are reinforced to our youth every day. All participate under 18 must be accompanied by a guardian, (profile, school schedules/programs report cards, must be provided. YCs is based on a 5-Tier Approach: 1) Academics; 2) Physical Activity; 3) Nutrition and Wellness; 4) Parent/Family Engagement; and 5) Mentoring
The organization is currently overseen by a Board of Directors which has the primary purpose of ensuring the organization is on track with meeting its goals, as well as crafting policies in support of Central California Youth Academy’s goals.
Background and Introduction
Based on the Article of Incorporation Central California Youth Academy, INC., is a nonprofit Public Benefit Corporation and is not organized for the private gain of any person. It is organized under the Nonprofit Public Benefit Corporation Law for public purposes. This corporation is organized and operated exclusively for charitable purposes within the meaning of Internal Revenue Code section 501(c) (3). No substantial part of the activities of this corporation shall consist of carrying on propaganda, or otherwise attempting to influence legislation, and the corporation shall not participate or intervene in any political campaign (including the publishing or distribution of statements) on behalf of any candidate for public office.
Stockton is a city in and the County of San Joaquin County, California, and is the fourth largest city in the state’s Central Valley region. With a population of 291,707 based on the 2010 census, Stockton ranks as the state’s 13th largest city. The city is located in Northern California, south of the state capital Sacramento and north of Modesto. Based on an article written by Guinn, J. & Johnson, Z.K. (2012) Stockton was ranked #2 in California for having a high crime rate. Overall crimes in 2011 were 4,155 which is approximately 14 crimes per 1000 residents. Of all the crimes 58 were homicides, 1323 robberies and 2684 aggravated assaults. In 2012 there were a total of 70 homicides half of those resulting from gang violence (Guinn et. al., 2012).
The results of the Stockton violent crime analysis (Braga, 2006) revealed that gangs are central to Stockton’s street violence problem. Gang-related motives account for a large share of homicide, and gang members are offenders in more than half of the homicides and victims in more than a third of the homicides. Gang members also represent more than a third of gun assault offenders and nearly 13 percent of arrested robbery offenders. This analysis also showed that most active Stockton gangs were comprised of relatively small numbers of members. Nearly 38 percent of the gangs had 25 or fewer gang members and nearly 68 percent of the gangs had 50 or fewer members (Braga, 2006). While gang members ranged between the ages of 11 and 49 years of age, the average age of a Stockton gang member was 19, and 69.5 percent were between 15 and 24 years old (Braga, 2006).According to the California Department of Finance, gang members represented less than one percent of Stockton’s 286,041 total residents.
While gangs represent a small percentage of Stockton’s residents, they generate a large share of its violent crime problem.
All across the United States you can find boxing gyms where kids go to learn the art of the sport. In the basement of La Villita Community Church in Little Village, you will find a boxing gym that teaches youth how to box while keeping them away from the violence that fills the streets outside (Merchant, 2012). It is a refuge that provides a healthy, constructive alternative to gangs and guns, allowing them to focus on themselves while venting their frustrations. Research has shown that if teenagers at risk are going to find trouble, it will be in the hours after school, when they are idle and alone and have little to do except stare at the television. In addition to delinquency, aggressive or violent behavior and substance abuse, teenagers living in low-income, diverse areas wrestle with the additional factors of living with families dealing with poverty, hunger and language and cultural barriers (Ferrendelli, 2003).
Through constructive programs and services offered by an area’s nonprofit agencies and organizations, a good number of teens can have not only a safe haven of sorts to go when school’s out, but something meaningful to do once they get there. Stockton does have a few Boys & Girls Clubs in the area but it was important that an organization was created to help get kids off the streets, out of gangs, and off of drugs by providing an organized program. Boxing is a popular sport in the city, but due to the economy the few clubs in the area have been forced to shut down and the Police Activity League is no longer providing services due to budget cuts.
The Central California Youth Academy (CCYA), INC provides at-risk youth with a positive outlet where they can gain life skills, self-esteem building and increase their self-confidence through physical education, nutrition and wellness services enabling them to become productive and meaningful members of society through a project entitled, “Youth Champions. (YCs)” YCs also serves as a positive alternative that maintains and fosters active and positive lifestyles to keep kids in the ring and off the streets. The overall mission is to counter act physical health deficiency, (asthma, obesity, etc.) mental health deficiency, negative social behaviors, messages and/or experiences that are reinforced to our youth every day. All participants under the age of 18 must be accompanied by a guardian and profile, school schedules/programs report cards, etc. must be provided prior to enrollment.
YCs will be based on a 5-Tier Approach: 1) Academics; 2) Physical Activity; 3) Nutrition and Wellness; 4) Parent/Family Engagement; and 5) Mentoring. They will be implemented as follows:
Tier 1: Academics:
Education is the key to the overall success of youth, unfortunately, based on the California Department of Education Statistics, in 2009-2010 Stockton Unified School District (SUSD) an enrollment of 2299 12th graders and only 1723 graduated. In that same year SUSD had a 14.6% drop out rate of students between grades 9-12 which is slightly higher than the statewide average 13.2%. Based on STAR testing results for 5th grade, 30% of students tested scored basic proficiency, 20% below basic and 16% far below basic in Language Arts. Grades 6-11 had the similar pattern for STAR testing in Language Arts. STAR testing in Mathematics showed similar trends for grade levels 5-11 which were 26% of students tested fell in the basic category, 26% were below basic and 12% were far below basic.
CCYA will provide one-on-one and group based tutoring in the students enrolled in YCs in the areas of language arts, math and science. Students will receive the mandatory academic support needed to pass the California Academic High School Exit Exam(CAHSEE) as required to graduate from High School. Students will also receive the necessary support to advance in the grade levels for graduation to high school and preparation for college. The tutoring services will be provided by credentialed instructors and 4-year college student’s majority in education. Parents or guardians will be provided monthly progress reports for their students and will work in conjunction with CCYA to ensure their child’s educational success. Academic improvement must be shown in order to participate in any youth program.
Tier 2: Physical Activity
Physical Activity will be provided through boxing fitness, in which youth will be provided with weekly training Monday through Friday through a series of drills. These exercise drills and combos provide an interesting way to challenge the students’ body-mind and motor skills. They can be done in any setting with or without any boxing equipment. This is a fun and vigorous class exercise appropriate for 4th graders (9 year olds) and up. Our amateur boxing program consists of dynamic certified and licensed amateur/professional trainers, who are mentors to our youth and specialize in boxing. The drills incorporate total cardiovascular conditioning, muscular strength intervals and movements that challenge skills training and motor coordination (hand/foot, hand/eye). The partner drills are a fun component of the program and provide a great co-ed mixer.
According to the 2010-2011 California Physical Fitness Report for Stockton Unified School District 2,812 5th graders were tested and 48.4% were shown to need improvement-high risk for aerobic capacity, 38.5% were needs improvement-high risk in upper body strength and 38.2% needed improvement in flexibility. Tested in 7th grade for aerobic capacity were 1,138 students and 45.7% were shown to need improvement in aerobic capacity, 1,554 7th grade students were tested for upper body strength and 59.6% needed improvement and 1,696 7th grade students were tested in flexibility and 65.1% needed improvement.
The Physical Activity sessions will consist of the following:
- Warm-up: A warm-up can be defined as a variety of activities, used to bridge the transition gap between rest and exercise. A typical warm-up usually involved a combination of light exercises and stretching, which gradually increase the level of activity until the specific intensity is reached. The warm-up drills which consist of sporting movements are to increase body temperature and heart rate. The increase in body temperature resulting from a warm-up has been linked to improved performance. An increased body temperature also results in an increased muscle temperature. This could improve boxing performance by increasing the rate and force of muscle contraction and contractile mechanical efficiency. The resulting decrease in muscle tension allows for an enhanced ability of connective tissue to elongate, as well as greater economy of movement. The combination of increased body and muscle temperature, and an increased heart rate, leads to an increase in blood flow to skeletal tissues. This impacts boxing performance in its aerobic portion, by improving the efficiency of oxygen uptake and carbon dioxide removal.
- Punching Drills: Training for a boxing match includes, hitting the speed bag, heavy bag and floor-to-ceiling bag on a regular basis to hone punching skills. These tools are used by all fighters, from amateurs to seasoned professionals. They help build speed, quickness, punching accuracy, power and confidence. If you are deficient in any of those areas, it can lead to your downfall in the ring.
- Sparring: An essential component of a boxer’s regimen is sparring. This is an opportunity for the fighter to put everything together and practice and test her skills against a real opponent. Defense is of high importance with punches coming back at you. It is ideal to be matched up with another fighter of similar weight as well as experience level to avoid injuries. Sparring should be properly monitored by a qualified coach who can step in if the fighting gets out of hand. The coach can also provide feedback to the fighter on correcting mistakes.
- Competitions: Through competitions, youth travel to events in various cities and states. They are exposed to other parts of the nation as well as other people. It shows them what they can attain through academic achievement and organized sports/groups. The academy is exposing youth to other community activities such as live theater and museums. Trips for these types of activities are important in building community awareness, life skills training and citizenship. It gives youth exposure to other lifestyles away from the high-risk neighborhoods in which they live. A program evaluation questionnaire will be given to each student at the beginning and at bi-annual intervals which will include a test for community awareness, outlook on life and future goal orientation.
- Discussion: After each boxing session the boxing will a different topic with the as motivation, self-esteem, confidence, trust, team work, and staying off the streets and bring in guest speakers from within the community that can share their stories of challenges and successes.
Tier 3: Nutrition and Wellness
Nutrition is important because the typical American diet is too high in saturated fat, sodium, and sugar and too low in fruits, vegetables, whole grains, calcium, and fiber. Such a diet contributes to four of the six leading causes of death and increases the risk of numerous diseases, including:
- heart disease
- many cancers (colon, prostate, mouth, throat, esophagus, lung, stomach)
Almost two-thirds (61%) of American adults are seriously overweight or obese. Obesity rates in children have doubled over the last two decades—14% of children and 12% of teens are now obese (Centers for Disease Control and Preveniton, 2012). Therefore, based on issues surrounding today’s youth (Maziak, W., Ward, K.D., Stockton, M.B., 2007), CCYA will offer Nutrition and Wellness program entitled Champions for a Healthy Tomorrow (CHT). CHT will be a series of hands-on activities, presentations; educational sessions in which youth champions participants will learn the importance of living clean healthy lifestyles free. Each individual session will be based on motivational interviewing which is a method of getting people to recognize or problems or potential problems. It is intended to help resolve ambivalence and get a person moving along the path to change. It is persuasive and supportive rather than argumentative and confrontational. CHT will be held by a nutritionist/registered dietician twice a week and youth will work on developing their Life Plan.
The participants of CHT will also learn and identify the most significant issues in Nutrition, Physical Activity, and the built environment in their communities. Each champion youth will be involved in a project that is based on them as youth, their voices and experiences. The youth will become the experts on why their generation is dealing with profound health issues and become the leaders in implementing relevant solutions.
Tier 4: Parent/Family Engagement
Parents and other Family members will be invited to actively participate in Youth Champions. This will be done through monthly CCYA Family Night in which families will engaged in becoming advocates for their youth by becoming involved changing their existing behaviors that lead to unhealthy eating and living. Family Night will be run by a parent group and supported by coaches and nutritionist. The parent group will decide who CCYA will partner with in community to provider informational workshops on health and nutrition issues. These family nights will also include workshops and seminars of drug prevention, teen pregnancy, gang prevention, anger management, stress management, violence alternatives and other community awareness activities and events.
Tier 5: Mentoring
Youth Champions will implement a strong mentoring component that will be invaluable in building relationships and interaction between the student and their mentor. Youth will be coupled with Adult Role Models (ARMs), who will be representative of professionals from within the community, businesses industry, faith-based organizations, etc. The ARMs will provide a nurturing environment for the mentee where they can flourish in the program and stay focused on completing their assigned tasks and projects. The ARMs will be invited to participate in the different activities conducted through Youth Champions and have an opportunity interact with the parents during Family Nights. Each ARM will be required to go through an in depth screening and background check prior to acceptance into the project. The overall responsibility of the mentor is to become an active participant in the development of the next generation successful adults.
It is the intent of CCYA that by providing at-risk underserved youth with a safe and nurturing environment to deterred away negative behaviors that lead to gang involvement, teen pregnancy, etc., they will become active and responsible members of society and graduate from high school, pursue college education and obtain a professional degree.
To provide a positive alternative that maintains and fosters active and positive lifestyles to keep kids in the ring and off the streets decreasing the number of gangs and gang violence in Stockton.
The vision statement for Central California Youth Academy, INC. was created based on evidence the Chief Executive Officer provided based on personal experience with gangs. But it was also based on research about why children turn to gangs. Based on the Violence Prevention Institute, children often have unsupervised time and looking for something to do. Growing up in a neighborhood were gangs are predominant children become intrigued by their status, strength, money, cars, power, and togetherness. Therefore, children need to be provided with a positive alternative where they can gain much of what they are looking for while doing something positive with their lives. They may not all become World Champion Boxers but they make that their goal instead of going out and killing someone to become part of a gang and possibly losing their own life in the process.
One way to measure the success of the vision is to work closely with the gang prevention task force in San Joaquin County so that areas of high gang violence are marketed to. When taking application area codes are tracked so that we can see where the kids are coming from and there is also a question on the application that asks the children why they want to be part of the program many have stated increasing self-confidence. This is important to the organization because many children gain self-confidence by joining a gang because others become scared of them. A second way to know if the vision is being met is through the mentoring program in which the mentor has one-on-one time to find out more about each child in the program. Here the mentors find out if the child is headed in the direction of gangs or part of a gang already and through weekly check-ins the mentors find out more about their thoughts regarding gang life. For those that are already part of gangs they are giving weekly meeting by community members that have been in gangs and how their lives have turned out. Children begin to see how their lives could be just like theirs and start to see how it can be changed now before it is too late.
The mission of Central California Youth Academy is to provide at-risk youth with a positive outlet where they can gain life skills, self-esteem building and increase their self-confidence through physical education, nutrition and wellness services enabling them to become productive and meaningful members of society through a project entitled, “Youth Champions. (YCs)”
Since children are looking for something to do when bored and unsupervised the program gives them a sense of belonging and it makes sure that they do not become bored. The program is tailored so that they are at the gym at least 2 hours every day. We have found that they are there longer because they love what they are learning and have a new family. Parents are encouraged to participate and come out and watch what the children are learning. The program’s mission sets itself from other boxing programs because it provides more than boxing. The program focuses on academics, nutrition, mentoring, and family which is all going to lead to productive children even if boxing if not a career. The mission and organization also sets itself aside from other programs because it provides more than just boxing and it is organized with a goal in mind keeping kids out of gangs.
The Leadership (Management) Team and Human Resources
Central California Youth Academy is a nonprofit, tax-exempt organization. Maintenance of its tax-exempt status is important both for its continued financial stability and for public support. Therefore, the IRS as well as state regulatory and tax officials view the operations of Central California Youth Academy as a public trust, which is subject to scrutiny by and accountable to such governmental authorities as well as to members of the public.
Consequently, there exists between Central California Youth Academy and its board, officers, and management employees and the public a fiduciary duty, which carries with it a broad and unbending duty of loyalty and fidelity. The board, officers, and management employees have the responsibility of administering the affairs of Central California Youth Academy honestly and prudently, and of exercising their best care, skill and judgment for the sole benefit of Central California Youth Academy. Those persons shall exercise the utmost good faith in all transactions involved in their duties, and they shall not use their positions with Central California Youth Academy or knowledge gained there from for their personal benefit. The interests of the organization must be the first priority in all decisions and actions.
Since the organization is a non-profit it must have a board of directors. It is important that the board of directors is well-informed, well-trained, it has a clear understanding of roles and responsibilities since the board members, ultimately, own the organization. The board is considered the final policy maker and they employ staff. The board of directors sets the direction for the organization and it is responsible for the behavior and performance of board members and executives. The board of directors for Central California Youth Academy, INC. consists of:
- Chair of Board: Assures that the board fulfills its responsibilities to the organization.
- Vice Chair: Stands in for the chair if he is unavailable
- Secretary of the Board: Maintains all board records and ensures their accuracy and safety
- Treasurer of the Board: Serve as the financial officer of the organization
The current Board of Directors of the organization is the most fit to run the organization because they are a group people who share the mission the organization was built upon. They also possess a certain level of business or organizational competency. They do not all have prior experience as business leaders, but they do understand principles of good business practices. The board members are long-game strategic thinkers and are willing to give of their time and moneyto see the organization’s mission accomplished. The Board of Directors also is best fit to run the organization because they understand that their role is governance, notmanagement. Governance establishes mission and programs, while management actively works those programs under accountability to governance. Most importantly, all those sitting on the Board of Directors are people of integrity
Since the organization was formed in April 2011, staff is very limited. Currently, there is a Chief Executive Officer (CEO) who also has a function of Head Amateur Boxing Coach, an Assistant Coach, a Health and Wellness Director, and a Chief Financial Officer (CFO). All personnel staff currently working for the organization provides in-kind time. Any income from membership dues goes to cover overhead, equipment and travel expenses for boxers to travel to competitions. The CEO has previous experience running a boxing gym and has been coaching amateur boxing since 2007. The current CEO has a good track record of providing revenue and results. The CEO is able to balance priorities and inspires his team to win at every opportunity. The CEO has been able to create get partnerships and connections which have led to sponsorship opportunities. The CFO is currently an accountant and has been in private practice for more than 11 years. Of those 5 years the CFO has been working with non-profit organizations. The CEO that was chosen also is great in keeping frequent communication, is a credible leader, is able to provide role clarity to the others on the team, and has been able to form effective formal and information relationships. The CFO was chosen based on her basic business knowledge and her ability to help with restructuring the plans and implementation of the organization. She currently is a good motivator and communicates easily and a timely manner with the board of directors regarding financial reports. She has a results-oriented mindset and self-confidence and willingness to take a stand and has built a close relationship with the CEO. All of these are great qualities of a CFO. The Health & Wellness Director has 5+ years experience working with the public providing nutrition education to all age groups. The Health & Wellness Director is a registered dietician and has a proven track record of leading change among children and has previous experience in sports nutrition which is important when working with amateur boxers. For this position it was required that the candidate had great public speaking skills, could adapt easily, needed little guidance, previous grant writing experience in the area of nutrition and wellness and proven success in providing successful wellness projects and helping children meet their nutrition goals. The assistant had to have good communication skills, have some mentoring skills, and be able to build a good relationship with kids. All position except the CFO had to have previous experience working with at-risk youth and feel comfortable providing mentoring for kids even though community members would also be providing mentoring.
The team that is currently in place is the right team to lead the organization to success because each person comes from a community where crime is an issue. All have grown in neighborhoods where gangs where an issue and saw friends being killed because there was no outlet for them that was positive in nature. Each one has a different set of skills and the team works great together making sure that the mission is being met. Each one has a vested interest in seeing the organization grow and become a success because each knows how hard the streets can be and how peer pressure can lead the most innocent person to do things that were never even seen coming. One challenge was encountered was effective communication between each other but that challenge was addressed by having everyone attend an effective communication training offered through a local non-profit.
Leadership within the organization is based on self-management, being able to lead others, having good task management, being innovative and having social responsibility. For this organization the best type of leadership style would be Transformational. Transformational leaders motivate their followers by raising their concerns form basic needs (e.g., security, sense of belonging) to achievement and self-fulfillment; by moving them beyond self-interest to concerns of the organization (Dubrin, 2012). This organization works with kids age 8+ and most are at risk kids whose parents want them to belong to something meaningful which may also set them up for a career. So the team on board must be able to move the kids from not caring what happens in their lives to actually caring about themselves and the rest of their team mates. During their time in the nutrition and wellness classes the kids must work together to complete a group project and a few times problems have arisen when kids are from different neighborhoods? As a transformational leader, the Health & Wellness Director must have charisma, provide inspiration, intellectual stimulation, and be able to individualize the considerations each person has. Overall, the team as transformational leaders must address each person’s self worth and capitalize on each individual’s unique capabilities (Dubrin, 2012).
When hiring future employees, the organization is looking to hire successful leaders which will have a variety of personal characteristics such as their ability to make speeches in public or to relate to people in groups or individually. The leaders of the organization play a huge role on the success of the program. Therefore let’s look at what type of person it takes to help make the program a success. Listed below are traits/characteristics that are important to look for when hiring future employees:
- Strong Communication Skill
- Out-going personality
- Humor and Warmth
- Ability to remember personal characteristics
- Probity (Honest & Trustworthy)
- Praise giving
- Positive orientation
- People based
- Power building
All of the above are important in the success of the organization because you are dealing with not only fellow co-workers but at-risk youth in many different capacities. Kids that come to the program are at different places in their lives and many of them that have been in gangs or who are looking to head in that direction are drawn to these characteristics. Kids in the program are looking for someone they can trust and as an employee of the organization you will build that trust through an out-going personality, being their motivator, being patient yet persistent, providing them with reassurance, building a relationship, being practical, etc. It is important that the management team also display these characteristics and need to be provided training on working together because that is currently a weakness of the team. According to the article, Team Building in the Workplace, “Team building helps to foster better and open communication between the employees themselves, as well as between the employees and the higher management.” This type of training can help to build and create stronger professional relationships and it can help keep employee motivation and build trust among the employees, thereby ensuring better productivity.
As the organization continues to grow more staff will need to be hired. The organization will need to hire more assistants to the head coach, health educators, strength and endurance conditioning coach, personal trainer, tutors and a human resource manager who can work with the CFO. We would like to hire locally but will be recruiting using iHireSportsandRecreation, Nutritionjobs.org, Delta College and working with the University of Pacific’s Sports Medicine Department and using interns. Compensation in the future will be based on the money available through acquired grants and will be competitive based on the market and similar jobs in the area. USA boxing offers training that can be attended for a small fee to get those working in the boxing area. Training for Health Educators will be provided by the Dietician on staff and by attending specific training in nutrition and sports nutrition offered by Kaiser Permanente and again the dietician who has a Sports Nutrition Certificate. California currently offer Supplemental Education Services (SES) money which is part of Title I funds so the organization will contract with an SES provider to compensate the tutors. Each department will have a manager which would be the CEO or Health and Wellness Director. If staffing changes the risks could be devastating since the organization can’t function without appropriate staff. Currently, staffing is fine but as more kids come in if the right staff is not able to be hired kids could be lost to the street which is what we are fighting against.
The organization culture
Retrieved from: http://success-dynamics.org/eiq-2-emotional-intelligence-corporate-culture
Bob Jerus, writer for Success Dynamics Communication is the Current of Success, states, “Regrettably, for many organizations, there is a culture of stress, tension and fear. Jobs are tenuous. Motivation is low. In this atmosphere, negatives are magnified. Employees are focused on avoiding mistakes. Negative cultures are doomed. They preach that the focus is on professionalism but it’s really on isolation and self-preservation.” Due to the nature of the work and group of individuals that stand behind Central California Youth Academy, INC. we must be an organization that is focused, fun, engaged and responsive. As a non-profit trying to still become established in Stockton, California we must connect with people on both a personal and professional note so we can be seen a key organization helping to keep kids off the streets and in the ring. For this reason, it has been best for the organization to follow a culture of emotional engagement. Our employees must have communication and relationships at all levels not just between each other. Employees of the organization are the front line people who have contact with kids on a daily basis and its is their job to keep the kids motivated that is a better place for them than on the streets where they could ultimately end up dead. It is these employees that need to know that they count and are the key players in the success of the organization.
The organization has also adopted the SCORE method to help translate the vision into reality.
Shared: communication, values, meaning, history, power, rewards….
Compelling: vision, mission, purpose, sense of direction…
Ongoing: continuous learning, improvement, challenges, relationships, success….
Relentless: tenacious mission, consistent messages, will to succeed, ingrained….
Energized: enthusiastic, experienced, empowered, excited, fun….
This is what the organization focuses on everyday and it must be understood by every employee currently working with the organization (management or not) and any future employees that are hired on to become a part of Central California Youth Academy, INC.
Currently, we have 30 children enrolled in the program. We have one child who is now a 3x National Boxing Champion ranked number 1 in the United States. Between the 30 children we have seen a weight loss of over 100 pounds, a drop in BMI by 5 points, and an increase in self esteem. Children are given a self-esteem questionnaire when they meet with their mentors and after a month it is re-given and all have made dramatic changes. Parents are pleased with results seen in school because one thing the children learn is that grades must be good to participate even if paying. Parent feedback about what their child’s teachers are saying is also great to here. We had one child who was very quiet had few friends in school and was bullied. That child comes to the gym with their head held high, talks to everyone, and has been going to school every day and doing really well. Teachers say that he no longer gets bullied and that he has made lots of friends and is seen on the play ground playing basketball with other kids. The results seen so far is why there is such a push to become 501(c) exempt, because we know that if we can get more kids into the program we have a shot at changing the lives of those who live in Stockton.
Impact of the Global Economy on the Business
The United States of America is truly the only melting pot in the world. It is the only country the blends so many different ethnic and culturally diverse individuals from all parts of the world, from all walks of life. One of the things cherished most about sports is that no matter who you are, what you look like, what you believe in, all of that is put to the side if people are cheering for the same team. Look at a tailgate scene — the only colors that matter are the home team. You will see the rich next to the poor, black, white, and Asians all cheering together. This is what makes sports truly remarkable. As the world shrinks due to technological advances and globalization becomes a shocking reality, we must adapt. Our American companies are doing it, our sports teams are doing it, too.
The Greeks introduced boxing into the Olympic Games in the late 7th century but boxing as a sport can be traced back to as early as 1500BC (Hoehn, nd). It declined towards the end of the Roman Empire and no further reference to boxing exists until modern times when it reappeared in England in the early 18th century (Hoehn, nd). It was not until the end of the 19th century that gloves were reintroduced (the Greeks having used them earlier) and despite the negative outlook of the sport boxing is here to stay. In the United States boxing isn’t in very good shape but it will continue to survive and flourish (Alderson, 2009). Today boxing is again ahead of the pack and has adapted to another trend that will forever change humanity; globalization (Alderson, 2009). The success of Great Britain’s middleweights in the early nineties and late eighties involving Michael Watson, Nigel Benn, and Chris Eubank along with Lennox Lewis’s arrival sparked an English revival which has been fomented by the extraordinary accomplishments of Joe Calzaghe and Ricky Hatton. The United Kingdom is the ancestral home of modern prize fighting so it’s not surprising that its popularity still persists. What is surprising is the extent to which the sport has risen in popularity in a number of other countries. Boxing in Germany is probably more popular than it’s ever been (Alderson, 2009). 1988 Gold Medalist Henry Maske was the first boxer to garner the public’s attention after the fall of the Berlin wall and helped usher in this golden age of German boxing that has enabled a unified Germany to etch its mark in the world as one of Mecca’s of the sport.
Today some of the sport’s best athletes skip the historical and customary trek to America in order to find fistic fame and fortune in the Rhineland. The Slavic countries of the former soviet republic are producing world class heavyweights at a startling pace and seem to be overwhelming the division. Valuev, the Klitschko brothers, Ibrigamov, Povetkin, and the rising Dimentriko are all legitimate world class heavyweights. In the Philippines and Indonesia, Manny Pacquiao and Chris John have helped raise boxing’s status and have established a seemingly lasting popularity throughout those regions (Alderson, 2009). In Latin America, boxing continues to flourish in countries like Mexico, Puerto Rico, and Panama as they regularly produce world champions (Alderson, 2009). The sport is even breaking attendance records in Australia with the villainous Anthony Mundine and the down to earth Danny Green and is still very popular in Japan and Thailand (Thibault, 2009). And with successful fighters like Arthur Abraham and Vanes Martirosyan, boxing has become the preeminent sport in the world’s Armenian communities (Thibault, 2009). So even though it seems as though the sports fan base in the United States is becoming gentrified and boxing seems to be losing steam with this lost generation of reality television junkies and I-pod addicts, boxing has again showed resiliency and its aptitude for adapting to the times and staked its claim in the global realm and created a world-wide fan base that will exist for years to come. With this being said Central California Youth Academy, INC. has the potential to become successful in the global economy. Boxing is popular all around the world.
Situational Analysis-Key to Success
To be successful in the global economy Central California Youth Academy, INC. must be able to produce some elite fighters, whether it is here in the United States or in another country. Boxing may be considered a dying sport but if the organization could produce a World Boxing Champion then more fighters and kids would come to the gym, the name of the organization sells itself once a champion is made.
Global health experts say the increase in obesity and accompanying decline in blood pressure and cholesterol levels reflects the reality that hypertension and high cholesterol can be treated with medication, while battling obesity remains a serious worldwide challenge (Carrollo, 2011). The World Health Organization states, “paradoxically coexisting with undernutrition, an escalating global epidemic of overweight and obesity-“globesity”-is taking over many parts of the world. If immediate action is not taken, millions will suffer from an array of serious health disorders.” Central California Youth Academy, INC provides Nutrition and Wellness services to all participants of the program and obesity of one of the main issues it deals with. Currently, the organization has seen drops in BMI, body fat, and weight and if these trends continue the organization and its intentions can be very successful in the global economy. There is so much talk around obesity and it is now becoming more prevalent at a younger age that having a program that offers physical activity, which in this case is boxing and nutrition and wellness which focuses on nutrition education the program, can be successful at decreasing childhood obesity.
Education in recent years has also been a subject of discussion. Global Action Week, states, “We will not meet our education goals without teachers” and for the year 2013 their slogan is “Every Child Needs a Teacher” and their focus is on the vital role of teachers in reaching education goals (United Nations Educational, Scientific and Cultural Organization). However, not only in the United States, do we deal with overcrowding of classes and different languages it is happening in other countries. Central California Youth Academy, INC. provides tutoring services to all participants of the program and they must maintain a certain GPA to continue participating in the program. Education is important and it is stressed to every participant and their parent prior to enrolling so this could be a supplement to helping out schools who may be overcrowded and teachers who may not have time to spend with individual children.
The program has key components to make it very successful in the global economy based on the needs globally. The problem that is foreseen is money to keep the program going globally. Currently, it is a non-profit under review for a 501(c) number but it is supported through membership dues and sponsorship or local organization who wants to see kids off the streets. Globally there is money to do this type of work but it may become harder to attain depending on requirements needed to apply for grants, sponsorship and donations. Looking at the global market, money for families is tight and they may not be able to send their children to programs like this one so the need for money to be able to allow all kids to participate is important. The Boys & Girls Club has been very successful across the United States and this program can be just as successful with the right stakeholders but in the global economy, everyone has their idea on how to deal with obesity, education, getting kids off the streets, etc. so its competitive bidding for grants. Showing the changes currently happening can be a plus to the organization but only in its first year it is still too early to say that yes it can be or cannot be successful. The global economy, will definitely determined success but as long as obesity and physical education is at the forefront of current issues it stands a great chance of being successful.
Human Resources Management (HRM) is the strategic management of the employees, who individually and collectively contribute to the achievement of the strategic objectives of the organization (The Manager, 1999). Aiming to enable the organization to achieve its strategic goals by attracting, retaining and developing employees, HRM functions as the link between the organization and the employees (The Manager, 1999). As an organization we should first become aware of the needs of our employees, and at a later stage, understand and evaluate those needs in order to make our employees perceive their job as a part of their personal life, and not as a routine obligation (Pulakos, 2004). To that end, HRM is very crucial for the whole function of the organization because it assists the organization to create loyal employees, who are ready to offer their best.
The HRM activities in modern organizations are typically performed in communication with the General Management in an effort to provide a variety of views when a decision must be taken. In that way, decision making is not subject to the individual perceptions of the HR or the Manager, but it becomes the outcome of strategic consensus. A useful tool to be implemented is the Human Resources Quiz for Managers which can help determine the level of service provided (The Manager, 1999). A survey completed by Watson Wyatt showed that less than 40% of employees said their systems established clear performance goals, generated honest feedback or used technology to streamline the process (Pulakos, 2004), so it would be beneficial for the manager to work closely with HRM to create organizational policies that have been proven to increase organizational performance. The one policy that is important here is a performance management system.
The Non-Profit Management Organization Chart
Retrieved from: http://uncw.edu/qeno/documents/SSpain6-25-09EDRoundtable.pdf
Central California Youth Academy, INC Non-Profit Management Organization Chart currently does look like the second one above in which one or two people are doing everything for the organization. The organization does have a board of directors but staff due to funding is very limited. The Executive Director runs the organization and acts as the boxing coach with one assistant coach and then the Nutrition and Wellness Director who also acts as the Finance Director, Fundraising Director, Operations Director, and Communications Director. Staff is needed is help with all the work that the organization currently does but current sponsorship helps to sponsor kids who travel to tournaments, gear, equipment and kids who are not able to afford the monthly membership.
Resources (Staffing and Personnel Plan)
Central California Youth Academy, INC. is still in its beginning stages and has been conducting business almost a year. Staffing is needed yet financially more staff cannot be hired. In this case it is possible for the organization to use the “what-if” approach to help define a contingency plan (Bechet, 2002). With this technique, it is possible to identify possible scenarios, define the staffing implications of each, and identify the staffing strategies and plans that best address staffing needs. These plans may not be implemented by the organizations but they can add value by allowing the organization to “prethink” what would be done to meet staffing requirements if any of the scenarios were to occur.
In recruiting workforce it is important to recruit employees who have knowledge in boxing, nutrition & wellness, education, and mentoring. Employees would not need to have knowledge in each it would depend on why they were hired. They would have to work well in teams and be able to work well with kids. Since kids are the focus of the program future workforce would have to have a strong background in building relationships. Depending on their positions they would be managed by the Director of the specific program (boxing, nutrition, education, mentoring). As for Directors they would also have to have knowledge of the program they are directing and have a background of working with kids. At least five years experience would be required and some type of degree pertaining to the program. Compensation would be based on experience and comparable wages in the area. At this time outsourcing would not be recommended since it is still small and in the beginning stages.
Global Opportunities for Growth
Looking at the organization 10 years from now there is an opportunity for global growth. I would not recommend global expansion for the first 10 years because to take the organization global statistics and positive changes need to be tracked. If this could help decrease obesity and increase self-esteem and possibly alleviate bullying them the chances of going global are better. Like mentioned previously, obesity is a huge cause for concern so if the organization could have an impact it would be seen as a positive impact globally.
A second reason it could survive in a global market is if the organization could produce World Boxing Champions then future boxers in other countries would be attracted to the organization. Take for example, Freddie Roach, a renowned boxing trainer, has boxers from around the world come train at his facility in Los Angeles. Just the name itself makes it appealing. Now imagine him building an business in another country and staffing it boxers would attend the gym just because they knew it was his gym. I see the same happening for this organization if it could in fact produce fighters. Since the current Director is Mexican and speaks Spanish he would do well in countries were Spanish is the language and were boxing was popular like Mexico.
Components of Effective Globalization
There are three important organizational components involved in transforming a company into a global company (Zinnov LLC).
|Components of Effective Globalization|
|Global Strategy/Structure||Global Corporate Culture||Global People Management|
Definition of the Global Sourcing Strategy
For the success of the global sourcing strategy, it will be very critical to have a clear strategy for Globalization from an organizational perspective.
|Definition of the Global Sourcing Strategy|
|Leadership Team||Global Message||Change Management||Organization Structure|
The first important step is creating a leadership team that can effectively guide the company through the Global Sourcing process (Zinnov LLC).
- The team would have a diverse set of skills and consist of individuals who understand the company business and the people of the company
- The different functions and where they fit into the bigger picture (Functional Leaders)
- New cultures and
- These leader are able to bring a cultural frame work change (Human Resources Specialist)
At the end of the Global Sourcing Roadmap Design phase, it is very important to craft the right message to communicate to the employees. Crafting this message early in the game will help CCYA handle the concerns that their employees might have in moving work offshore. Competitors are increasingly moving offshore there by leaving very little choice other than Global Sourcing. Shareholder value increases significantly because of the cost savings
It brings new experience to the company and as people work seamlessly with their offshore units internal efficiencies generally improves. As the company understands global cultures, it provides a nice launch pad for global business opportunities, thus increasing opportunities for the employees (Zinnov LLC). The Global Sourcing message that the leadership develops to communicate to the employees should take into account these realities. A good offshore message will discuss, and explain: Realities of Current Business Environment, Cost Advantages of Global Sourcing, Competitive Advantages, New opportunities that Global Sourcing could potentially create, and the Company’s commitment towards employee’s and shareholder values (Zinnov, LLC). CCYA as a Global Organizations must devise an organizational structure that enables rapid decision-making. A rigid hierarchical structure may not work very well for global organizations. Multi-centered organizations work well. Successful global organizations have attempted to establish core competency centers in different countries. While defining the global organization structure care should be exercised to ensure that the organization designers are not restricted by their own cultural attitudes. It is very critical to understand the value systems of the countries in which global sourcing is planned.
Business Operations Risk Management
Currently, the biggest risk for the company is not being approved for a 501(c) number because being able to attain that number could open many doors for the organization financially. Financially, the organization is able to pay overhead but staffing is needed to help run the organization to the best of its ability.
As the organization nears it one year mark it needs to develop a contingency plan in case the 501(c) number is not approved. The Board of Directors needs to look at possibly working with a person who could volunteer some time to getting sponsorship for the gym. In the area of its current location there are many kids heading in the direction of gangs, drugs, and dropping out and it has been one of the reasons behind the creation of the organization. But no back up plan was ever created. It may be that the organization sits down to develop the plan which would be based on looking at its main goal to maintain the business operation, define some time periods of what must be done to keep the organization above water, the plan must be simple, identify the current staffing needs, define success, and manage the risks and future risks. The gym is barely able to cover costs of overhead and electricity all staff time currently is voluntary. The Director with the Board of Directors needs to make a plan to approach city council, the mayor, business with a vested interest in getting kids off the street, and the gang task force and see if financially they can help to support the organization. Currently, that is the biggest risk that needs to be discussed otherwise the gym will be forced to close because staff can only volunteer so much time and the organization must currently pay taxes on any money made even if it is a non-profit making no money or breaking even.
Global Impact Risks
Risks to consider when considering globalization would be
- Board Development – Building an active and strategically oriented board of directors
- Marketing/Fundraising – Developing effective marketing programs to recruit and retain donors
- Information Management – Utilizing effective information management for measuring and evaluating operations and programs
- Human Resources – Attracting, developing and retaining productive staff and volunteers
- Collaboration – Pursuing constructive alliances, partnerships, and mergers
- Business Proficiency – the need to embrace the business skills and processes essential to effectively addressing the needs identified
Several changes in the operating environment of the nonprofit sector are impacting leader’s perceptions of the issues facing them and understanding how non-profits work overseas.
Funding Challenges – Many nonprofit organizations are simultaneously facing a rapidly changing funding environment and a steadily rising need for services from the communities they serve. Reduced or tightly focused government funding is placing great pressure on the sector, which has also experienced a proliferation of new nonprofits during the past decade, thus increasing the competition for a smaller pool of funds (TheManager.org).
Accountability Pressures – As a result of a few high profile cases, nonprofits are facing powerful accountability pressures to provide measurable proof that the services they provide have an impact on the communities and populations they target (TheManager.org).
Collaboration Fascination – Government and foundation funders are increasingly requiring the use of inter-organizational relationships such as collaboration, partnerships, and alliances as an element of funded projects (TheManager.org).
Ethics & Legal: Social Responsibility
Ethical challenges arise at all levels in all types of organizations—for-profit, nonprofit, and government—and involve a complex relationship between individual character and cultural influences. Some of these challenges can result in criminal violations or civil liability: fraud, misrepresentation, and misappropriation of assets fall into this category. More common ethical problems involve gray areas—activities that are on the fringes of fraud, or that involve conflicts of interest, misallocation of resources, or inadequate accountability and transparency. Research identifies four crucial factors that influence ethical conduct:
- Moral awareness: recognition that a situation raises ethical issues
- Moral decision making: determining what course of action is ethically sound
- Moral intent: identifying which values should take priority in the decision
- Moral action: following through on ethical decisions.
All of these can be potential ethical and legal issues that the organization could face. Some others issues of concern would be compensation, conflicts of interest, publications and solicitation, financial integrity, investment policies, and Accountability and Strategic Management. All are outlined in the bylaws but still have been issues with other non-profit organizations.
Cultural diversity affects the organization because there is a diverse group of kids that attend the gym currently and they come from various backgrounds and live in different parts of Stockton. The organization has to make sure that each volunteer has taken a cultural awareness/diversity training so that they are aware of what they may be doing that is not appropriate or to better understand the cultures we serve.
Currently, the organization is making changes in the lives of the kids attending. The parents are very proud of the changes they see in their kids. Not all kids attend because they want to be boxers, some attend because of weight issues, others because they are being bullied, others just want to get in shape but no matter the reason they make major improvements within the first month. The kids become a family and this helps them stay away from gangs and they know that to continue with the program they must do good in school and drugs is a way to get kicked out and will not be tolerated.
Central California Youth Academy, INC. marketing mix is based on the following factors of product, place, price, promotion and people.
- Academic Services
- One-on-One and Group based tutoring
- Academic Support
- Physical Education Services
- Boxing fitness
- Personal training
- Obesity Control
- Nutrition and Wellness
- Nutrition Education
- Support in creating a Life Plan
- Champions for a Healthy Tomorrow focused community project
- Parent/Family Engagement
- Family advocates
- Creation and implementation of Family Fun Nights
- Incorporating workshops & seminars based on drug prevention, teen pregnancy, gang prevention, anger management, stress management, violence alternatives and other community awareness activities and events
- Adult Role Models (ARMs)-will build relationship and interaction between the students and their mentor who will be representative of professionals from within the community, business industry, faith-based organization, etc.
Central California Youth Academy, INC. will face a challenging situation in a highly competitive market of Stockton, California. The organization will offer quality exercise, academic preparation, mentoring, and family fun nights at a cost less than existing market standard maintained by players such as Bad to the Bone. CCYA will offer basic body workout and other services for only $100.00 until the academy can gain 501(c) 3 status and begin to apply for grant funding to provide the services free of charge to the target market.
Central California Youth Academy, INC., has their facility located near the main highway within the city. Currently, no kind of franchise or branch network is involved.
- Media Advertising:
- Central California Youth Academy, INC. utilizes the internet, newspapers, and radio as the means of advertisement. In addition 1000 flyers have been printed (500 English, 500 Spanish) to create awareness in the community about services offered. They have been distributed at local events, businesses, and residences.
Central California Youth Academy, INC. has entered the market to service the low income, at risk youth that form a semi big percentage of the community. Central California Youth Academy, INC. has provided the services at a low price to begin, and eventually hopes to be able to provide the service at a price free to the community contingent on grant available funds.
· Lowest Price
· Qualified and Trained
· On the smaller side, more personal
· No registration or initial fee
· Supportive Board of Directors
· Not the best location
· Low in marketing budget and staff
· Has a specific target market
· Does not offer a variety of physical education classes
· Amateur boxing is a growing sport
· Rapidly growing target market
· Obesity is on the record high for Stockton and surrounding cities
· A possible low cost service from competitors
· Available services at Boys and Girls Club
· Availability of low cost equipment
· Competition from bigger boxing gyms
- Management committed towards a results oriented approach to attract and maintain customers in a competitive market
- Academy program is well-thought based on need of community
- Low cost program services in market of Stockton
- Non-profit organization hires qualified and trained staff
- Board of Directors is highly committed to seeing the program succeed and has the best interest of at-risk youth at heart
- The academy is low in staff and that creates a problem in providing the program services to a large pool of at-risk youths
- The academy is short of marketing budget to be able to attract a large clientele of youth
- Even though location is currently easy accessible of the freeway the location is not the best of areas in Stockton
- The academy targets youth of a certain age leaving a huge target market that is using other competitor facilities and physical education classes are limited to only amateur boxing
- The target market and the likeness for the sport is rapidly growing
- Increasing obesity disease among youth is causing families to care more about the health of their children and their physical education needs
- A large segment of the community is still untapped, several low income areas will become special interests of the academy as funds become available
- Economic downturn has slowed the growth of the academy
- Free available program services through several Boys and Girls Clubs with the area
- Cost of equipment and gear can be costly to families that are already having trouble paying to enroll their children into the program
Recognizing the weaknesses and threats that exist for the academy is the first step to countering them with a strong and creative set of strengths and opportunities. The current SWOT analysis identifies CCYA’s strengths, weaknesses, opportunities and threats that will help going forward with strategic plans and decisions.
With this being a new venture in a competitive domestic market realizing the positive and negative forces within and without the organization can better prepare the business to act effectively. The more stakeholders are involved in preparing the SWOT, the more valuable it will be for the success of the organization. The threats in the SWOT analysis have the potential to lead to strengths. And the weaknesses are definitely areas to consider improving and making a focal point now as the market competitiveness increases. Most importantly, the SWOT analysis will be most helpful in using it to support the vision, mission, and objectives that were defined at the beginning of the venture opportunity.
Assumptions & Risks
Marketing to New Employees
Convincing new employees to join the venture may be difficult, particularly since the benefits to participants will initially be intangible and hard to quantify. This may be compounded by issues of language, communication, and personality barriers. The venture may run the risk of being seen as an add-on to partner agencies’ existing programs and services, essentially ‘one more thing’ to do during the terribly busy period of initial employment.
The marketing strategy has addressed many of these issues already, as it is the loss of benefits due to language, literacy, scheduling and other barriers that CCYA seeks to remedy. It is through flexibility, the nature of the organization as a constantly self-re-evaluating program that the staff can ensure not to fall into these same traps that it seeks to disarm.
The benefits to mentors – learning about the full range of benefits available through one’s employer, improving interpersonal skills which may lead to advancement, the satisfaction of making a difference and giving back – are essentially intangible, which makes attracting mentors extremely difficult. The marketing strategy addresses this issue, however there is always the risk that those being marketed to have no interest or time to become mentors. In such a case, it may become necessary to look to a different pool of mentors.
Time will be a particular problem, and CCYA will run into several problems on this subject. First, CCYA is seeking to do an enormous amount in very little time. Once that part of the programs begins there is only a matter of a few weeks to a few months to recruit mentors, to establish a mentor-mentee relationship, and facilitate a slew of benefit program choices on the part of the employee.
Mentor training must also teach mentors with a high level of efficiency about benefits and ways to develop relationships. There will be obstacles along the lines of individual preferences, and matching mentor/mentee schedules, and individual preferences, and the program will attempt to ameliorate these impediments on a case-by-case basis.
CCYA assumes that the mentor/mentee relationship will be beneficial for participants in both short term and over a longer time, and that participants will want to continue voluntarily. Should a relationship fail (for any reason), CCYA is at risk of losing credibility and support among partner agencies and potential mentors/mentees. CCYA’s on-site staff members should be able to add the necessary value to the relationship, deal with any relationship issues and mediate conflicts, and keep in touch with program participants.
Maintaining interest can be solved by the proposed expansion and individualization of the program and it will be vital to receive continuous feedback and evaluation to ensure that CCYA is addressing the situations, desires, and needs of its youth.
The use of PEST analysis can be seen effective for CCYA and the strategic planning, marketing planning, business and product development and research reports. PEST also will ensure that the company’s performance is aligned positively with the powerful forces of change that are affecting the current business environment (Porter, 1985). PEST is useful when a company decides to enter its business operations into new markets and new countries. The use of PEST, in this case, will help to break free of unconscious assumptions, and help to effectively adapt to the realities of the new environment CCYA is entering.
Value of Proposition:
- State of the art youth academy with the latest equipment from quality manufacturers
- Low cost with monthly subscription plans. Starting as low as $60.00 for individuals, $50.00 for each member if more than one youth
- Personal is fully qualified and trained to help our youth achieve results
Central California Youth Academy, INC. has created an official website for creating a brand and company image in the market, but currently cannot enroll into the program using the website. Emails can be sent to Board of Directors President.
Central California Youth Academy, INC. has focused on creating an image in Stockton, California. They have and continue to participate in Health & Wellness awareness and education programs, Amateur Boxing Competitions, Local Community Events, Mentoring Trainings and Community Family Fun Nights.
Central California has started by targeting at-youth risk, low income segment of the East, North, and South Side of Stockton areas. The academy has been working on establishing a rapport with these communities about the benefits and needs of wellness/physical education programs that help to keep kids off the streets and in the ring. This is currently being accomplished by pursuing interaction and relationships with people in the public health awareness programs, community leaders such as district leaders, mayor, city officials, law enforcement, community members and families through flyers, media attention, and emails.
Currently, Central California Youth Academy has a marketing budget of $1500.00 for 2013. This budget is being used for advertising on flyers, brochures, and newspapers.
Marketing Contingency Plan
The most likely change in the marketing scheme is a major increase in internet website traffic and the importance of website marketing, so CCYA will keep a close eye on the website developments and if needed, increase the focus on website marketing.
Some things to consider:
The starting point for CCYA’s marketing contingency plan is awareness of the risks. Some of the potential vulnerabilities in the marketing program are those that are outside our control. Currently, most important are changes in economic conditions because this impacts our customers’ spending power and hits sales of any future products. The economic conditions will also have an impact on grant funding that may be available for programs like this one. In our market, economic recession hit but currently in Stockton, CA. the economy is picking up so money is becoming available through grants, donations, and customers. Our customers are becoming more comfortable in the market and business is picking up. Changes in personnel at any key accounts could weaken the customer relationships that have developed and that would open up opportunities for competitors. A major marketing campaign or massive price cut by a competitor could lead to loss of business. By working through a series of “what happens if” scenarios, we have began identifying areas where CCYA needs to prepare a response.
With these vulnerabilities exposed, CCYA will monitor conditions to try to get an early warning of any increase in risk. CCYA will meet regularly with the board of directors and staff to look for signs of competitive activity. CCYA staff will check industry publications for competitive advertising and look for details of new products or special offers on their websites.
- If a competitor cuts prices, CCYA must set out the prices that it can offer to maintain the volume of sales, unless grant funded.
- Identify alternative sources of important components in case one of your suppliers has delivery or quality problems (boxing equipment, toiletries, uniforms, and cleaning services, tutoring supplies).
Now that the plan has been completed it will be shared with members of CCYA and the Board of Directors so that they are aware of their role in monitoring risk and responding to threats. A member of the team needs to be appointed to keep the plan up to date by incorporating any new research or important information from the field.
Analytical Focus and Orientation of the Project
Information to Consider:
The United States (U.S.) Census Bureau estimates that there were approximately 73.8 million youth under the age of 18 in the United States in 2011. State statutes define which youth are in the original jurisdiction of the juvenile court, and it varies from state to state; the upper age limit for this jurisdiction ranges from 15 to 17. In 2009, courts with juvenile jurisdiction disposed more than 1.5 million delinquency cases. The statistics below need to be considered for the orientation of the project. It may be that CCYA works with the juvenile hall systems to somehow get those kids into the program as they leave the system.
Statistics based on Office of Justice System:
- In 2008, an estimated 60% of children in the United States were exposed to violence, crime, or abuse in their homes, schools, and communities within the past year. Approximately 46% were assaulted at least once in the past year and 10% were injured in an assault.
- Child protective servicesagencies investigated nearly 2 million reports of maltreatment involving more than 3.5 million children in 2010. More than one-third of maltreatment victims were infants or toddlers (ages 0-3) with neglect being the most pervasive form of maltreatment (62% of cases).
- In 2009 there were 262 arrests for violent crime offenses for every 100,000 youth ages 10-17. The juvenile arrest rate(ages 10-17) had fallen 47% from its peak level in 1994.
- The victimization rate for non-Hispanic black youth in 2010 was approximately twice the rate for non-Hispanic white youth, and juvenile males reported higher victimization rates than juvenile females.
- Violent crimecommitted by juvenile offenders peaks during the after school hours. Nearly one-third (29%) of all violent crime committed by juvenile offenders occurs between 3 p.m. and 7 p.m. In comparison, nearly the same proportion of violent crime committed by adults (26%) occurs between the hours of 8 p.m. and 12 a.m.
- In 2010, juvenile offenders were known to be involved in 8% of all homicides in the United States]
- From July 2009, through June 2010, there were 17 homicides and 1 suicide of school-age youth (ages 5-18) in schools. This is there approximately one homicide or suicide per 2.7 million students enrolled during the 2009-2010 school year. Higher percentages of black, Hispanic, and American Indian/Alaskan Native students reported being threatened or injured with a weapon on school property than white students.
- In 2009, 22% of arrests involving youth who were eligible in their state for processing in the juvenile justice system were handled within law enforcement agencies and the youth were released. 67% were referred to juvenile court, and 9% were referred directly to criminal court.
When targeting at-risk youth it will be important to consider the characteristics of at-risk youth. Some characteristics to consider going forward are:
- Chronic poverty
- Single parent
- Large Family
- Poor schools
- Bad grades
- Bad neighborhoods
- Negative peer influence
- Minority status
- Drug use by self or caregiver
- Poor social skills
It has been decided that an intake questionnaire will be used to assess some of these characteristics of the kids that are enrolling into the program. Currently, CCYA looks at neighborhood and report cards but there are so many other things to consider.
Risk along a continuum (Based on Dr. Randall Grayson, At-Risk Youth & Resilience Factors)
A changing marketing strategy that will happen as CCYA goes forward in educating the community, stakeholders, families, and youth is the risk along continuum which discusses what risks are. This will also be helpful in solicitation of donations and for staff to understand what we CCYA would like to address based on at-risk youth.
|Minimal Risk||Remote Risk||High Risk||Imminent||At-Risk Behavior|
|High SES||Less positive||Depression||Smoking||Hard drugs|
|Few psycho-social stressors||Some stressors||Anxiety||Early sexual activity||Teenage mother|
|Good schools||Single parent||Aggression||Alcohol||Been in prison|
|Positive peers||Bad crowd||Hopelessness||Legal trouble||Dropped out of school|
|Good family||Minority status||Poor school grades|
|Severe school problems|
Product/Service Innovation Description
What makes CCYA product or services unique? First, CCYA provides one-on-one and group based tutoring in the students enrolled in YCs in the areas of language arts, math and science. Students will receive the mandatory academic support needed to pass the California Academic High School Exit Exam(CAHSEE) as required to graduate from High School. The tutoring services will be provided by credentialed instructors and 4-year college student’s majority in education. Parents or guardians will be provided monthly progress reports for their students and will work in conjunction with CCYA to ensure their child’s educational success.
Second, with the potential fingertip access to such incredible student opportunities on the line, principals, teachers, and tutoring programs have a great responsibility to innovatively harness the power of technological resources. CCYA will maximize this opportunity by providing every student that is part of the tutoring program to have direct access to technology on a daily basis. Unfortunately, with variable budgets this can be a daunting task but with a supplemental educational services grant the resource strain has been eased. Now that you can purchase affordable netbooks and handheld devices the grant can cover the cost of the purchase.
Third, the tutoring aspect of the organization will combine the use of netbooks with free educational web sites and applications, which will make it easier to provide classroom rich technological resources. One application currently being explored is gFlash Pro, which students can download flash cards assignment, quiz, and test inspiration, store images and audio for reference (Miller, nd). The quizzes allow the educators to test their proficiency in the subjects they will teach and it helps them build up on the areas where they could use a quick book. For the students the program will keep track of progress made. Another application that is being piloted is Jing. Jing is software that can save the tutors from repeating the same lesson over and over. With Jing the tutor can make narrated video lessons to use any time that also records mouse activity, therefore saving everything the tutor clicks on and show to students. 4Teachers can provide tutors plenty of educational tools, some include resources for creating quizzes and customized rubrics in English and Spanish. The students will do all work online and their assignments will be submitted into a dropbox that the tutor will have access to so that assignments and quizzes can be corrected.
Fourth, since the non-profit has monthly board meetings and the board members are not all in the same city each one has a mobile device in which they can download Skype with Idroo which is an online educational whiteboard used in combination with Skype. All writing done on the whiteboard is visible participants in real time, making it a true virtual meeting. The other option being explored if donated or funding is provided is to purchase video conferencing technology which could allow for meeting to be held in this manner if someone could not attend a meeting in person.
Fifth, SMART products are innovative, easy to use and proven to enhance learning for students and to provide software applications that could take the organization to a different dimension of collaboration. According to SMART by Business solutions “They are also designed to be integrated, modular and evolving.” SMART products chosen can be easily adapted to your classroom and business needs and will continue to work for the organization as technology requirements are changing in the future.
Sixth, the academy also offers nutrition and wellness and with that the SMART board can be used. Many kids enrolled have access to cell phones or the netbooks for tutoring one application that will be used is Lost It. Lose It is an application that tracks all daily physical activity and food intake. This not only helps to see the eating habits of the kids but it also help with weight goals. All of the students that enroll into the academy are a part of the boxing program and for that many who decide to competition fight have to make weight so this application will allow them to put in the weight loss needed and how long they have to lose it and it will give you a daily calorie intake needed.
Product/Service S-Curve Analysis
Innovation as stated by White et. al., (2007), is “the process whereby new and improved products, processes, materials, and services are developed and transferred to a plan and/or market where appropriate.” There are many types of innovations; some can be newness of a product or process, a new way to use a product or service, or a combination of both. The difficulty lies in managing the different types of innovations. Let’ take a closer look at the different types of innovations within CCYA.
The use of netbooks and mobile devices is new to CCYA. Based on innovation categories this is an old product which will be used in a new way. This new product will lead to new opportunities for the organization to continue holding a competitive advantage over the competitors in the area. During the end of the last school year work books were used for the students to work from. Each student was given an assessment test in both Language Arts and Mathematics and depending on how they scored they were given that grade level work book. We noticed that students stopped coming to sessions, they used cell phones as calculators, they came with ipods, and parents complained that at home they spent a lot of time playing games at home or being on social media. We can begin doing some research and found that school in other cities had brought technology into the classroom and that testing scores had increased. We looked at a few tutoring companies in the area and they were also using IPads and computers for tutoring and finding that there was a better retention rate and improved scores from initial assessment to final. With this information we decided that we would move to incorporating technology into several aspects of the academy, with the idea that we could retain more students within the tutoring program and therefore, become a competitor amongst other tutoring companies in the area.
Based on the S-curve of technological progress the use of netbooks/computers in schools, after schools, and tutoring organizations is currently in the growth phase. Improvements in the uses and the processes directly related to the technology are marked during this phase (White et. al., 2007).
With the use of mobile devices, note books, net books, Ipads, Ipods, and much more there are now so many free applications. With the incorporation of netbooks, CCYA will also incorporate a few applications that will be used in different aspects of the academy. The applications being used are new products that lead to new opportunities. Skype, gFlash Pro, and Lose It are all fairly new applications that are used by people for various reasons but we will take these applications and use them to further our competitive advantage. They are easy to use and can provide solutions to some of the problems faced currently. Kids enrolled in the academy are so into technology that, why not offer new ways to use the technology by providing applications that they can use in the academy to further education and performance. Nutrition and Wellness is a huge piece of the academy, especially with obesity, diabetes, and high blood pressure rates being high in our county. Using applications for nutrition give the students a better way to relate and it becomes fun because they can use technology. The Lose It application not only teaches them nutrition but they also use math skills to figure out what they will eat the rest of the day so that they are not over calories.
Based on the S-curve of Technological progress, these applications are in the growth phase. Improvement in the uses and process directly related to the application mark this phase. The hope is that the use of netbooks with these applications not only increase test scores but also helps with nutrition and wellness for the students enrolled the academy so that they can become meaningful members of society.
SMART Boards is being highly used by many organizations and schools alike. The SMART board is the most innovative; a new product that leads to new opportunities. The use of SMART boards creates a highly interactive tool that is a great kid magnet. For our purposes it’s a great way for lessons to be printed for students who may have not gotten all of the discussion. The board can be beneficial for students with limited motor skills, it accommodates different learning styles and it’s great for demonstration. The SMART board can be used with tutoring, board meetings, boxing meeting with other coaches and the students, nutrition and wellness classes, meetings with parents, etc., all will increase the interaction among the organization.
The SMART board for our organization is in the growth phase because improvement in the process of how we use it is new. Based on the use of SMART boards in various organizations, the SMART board is in the maturity phase. Firms that have done a good job of managing the embryonic phase and growth phase are enjoying the high profitability.
One of our current marketing strategies for the gym is to be a state of the art youth academy with the latest equipment from quality manufacturers. Based on the improvements and addition of technology CCYA is headed in the direction it needs to go to provide value to students and the city in helping to reduce violence and getting kids off the streets by providing technological advances which can help provide meaningful members of society.
Product/Service Innovation Value Proposition (Benefits)
The internet provides a wealth of resources for teachers, tutors, and students to go well beyond classroom learning. Whether you’re a teacher preparing for tomorrow’s lecture, a professional tutor working with one or two students, or you just want to help a family member struggling, there are many free tools to help you interact with your students. The idea that technology can revolutionize education is not new. In the 20th century almost every new innovation was suppose to have big implications for schools. Companies promoting typewriters, moving pictures, film projectors, educational television, computers and CD-ROMS have all promised to improve student performance. Adoption of education in technology in America’s state-funded schools was given a boost by a requirement to measure pupil performance in the No Child Left Behind Act, signed by George W. Bush . Barack Obama’s Race to the Top initiative gave a further shove, making billions of dollars available to states willing to innovate. At the beginning of June his administration announced a plan to give 99% of America’s student’s access to high-speed internet within five years (The White Office of The Press Secretary). Schools that have pressed on have done well.
Information Technology Literacy (ICT) reflects the need for students to develop learning skills that enable them to think critically, analyze information, communicate, collaborate, and problem-solve, and the essential role that technology plays in realizing these learning skills in today’s knowledge based society (Kay and Honey, 2005). Many different technologies can be used to support and enhance this type of learning and at CCYA it is beneficial to those students enrolled to use netbooks. In a 2000 study conducted by the Software and Information Technology Industry Association, Siving-Kachala and Bialo (2000) reviewed 311 research studies on the effectiveness of technology on student achievement and their findings concluded that there were positive and consistent patterns when students were engaged in technology-rich environments, including significant gains and achievement in all subjects areas, increased achievement in preschool through high school for both regular and special needs students, and improved attitudes toward learning and increased self-esteem. The benefit of using technology within CCYA is that it supports the mission which is “to provide at-risk youth with a positive outlet where they can gain life skills, self-esteem building and increase their self-confidence through physical education, nutrition and wellness services enabling them to become productive and meaningful members of society through a project entitled, “Youth Champions (YCs).”
Whether it is using technology with tutoring, nutrition and wellness, physical activity, family fun nights, board meetings, human resources, or accounting it all serves a purpose. For the organization as an employer, technology creates a worker designed environment where individuals pursue their own assignments and must combine technical skills with intellectual experiences, roles, team building, and knowledge. As far as board meeting having the ability to Skype allows for meetings to happen anywhere, and with many of the board members living in other cities and working full-time jobs this allows them to still communicate and oversee the organization and its success. Students within the academy learn to communicate effectively, analyze and interpret data, understand computational modeling, manage and prioritize tasks, engage in problem solving, and ensure security and safety which ultimately creates success in the workplace.
Product/Service Innovation Implementation (Conversion) Plan
Project management is an approach to managing unique undertakings in an organization (White & Barton, 2007). You will find that organizations have a process for managing projects, but each project will have a different aspect. When an organization is going to bring in a new innovation the organization will require a process that will identify and embrace both the positives and negatives of the new innovation.
Dividing a project into phases makes it possible to lead it in the best possible direction. Through this organization the total workload of the project is divided into smaller components. According to White et. al., (2007), “there are seven phases of project management and they include: Gap Identification phase, Concept phase, Definition phase, Design phase, Development phase, Application Phase and Post-Project Review phase” (p.190). Throughout the development and implementation phases of Business Intelligence, there are five aspects that should continuously be monitored ensuring a successful launch of the software. These five aspects are; Define, Evaluate, Develop, Determine and Set of lessons learned (White et. al., 2007).
It is important to define the method for implementing the netbooks, applications, and SMART boards; therefore, a plan should be created and software applications should be tested requirements of tutoring programs funded through the Supplemental Education Services. The goal is to incorporate software that is desirable to the customer who is being targeted, in this case the students, parents, employees, board members, and school districts. It is important to note that evaluating the firm’s resources for best practice capabilities can maximize the firm’s ability to produce a desirable product (White et. al., 2007). Since it may take various attempts to get the organization to where it needs to be the project manager should know beforehand how much the organization can spend on recreating or changing the software as it goes through development and into implementation.
Developing a list of materials needed and a design of routing of materials should be managed through the process of development and implementation because this will determine actual cost. If the software and hardware needed has not been tested or tested against other technology, applications, and companies supplying SMART boards, making sure that it meets the organizations criteria of acceptable and desirable, the costs from above are only estimated (White et. al., 2007).
Furthermore, since the organization is introducing other innovations at the time of planned implantation for netbooks, determining this beforehand can lead to a successful launch of the new innovation which will be a big part of the marketing which the academy will also be doing at the same time. What you do not want to see is two innovations coming out and one innovation taking the spotlight from the benefit to our tutoring program. Since the company may have different design teams working on new innovations ideas and how to keep the competitive advantage, it is important that project managers be aware of all innovations being processes. This ensures that new innovations going to market will not affect another in a different area. Also, should the project manager find that the implementation of these new technology advances“is insufficient, then capital resources need to be committed or the product mix needs to be changed” (White el. al., 2007, p. 197).
As the netbooks are being ordered and software applications being decided on and changes with meetings the project manager should make sure that the team has not become over excited which can lead to acceleration of commitment without solid reason. Today, we see that companies will announce a new innovation and then delay in getting it out to the market which in turn causes customers to doubt the product ever reaching the market. To avoid this, project managers for CCYA must make sure that a product pushed to market when the capacity to produce the software is available.
Lastly, what is the required profit margin, market size, and profitability expected? This should be determined before launch so as to avoid any question as to what happened. This should be continuously monitored due to cost of supplies that may have changed during the process leading to a higher price to produce leading to a higher cost, which could decrease sales when launched. As the software goes through development and implementation being mindful of lessons learned will help as new innovations come online.
Resource, Quality, Time and Budget
- 30 netbooks
- 1 SMART board
- Internet Service
- 2 Computers
- Sign-in Program
- Debit/Credit Machine
- Staff (9)
The estimated cost of purchasing 30 netbooks is $6000.00. This would we for HP mini netbooks which would be a better option when it comes to space and storing. The estimated price of the SMART board is $6000.00. Maintenance budget would be $1000.00 but the netbooks would be purchased with a one year warranty. Since this is the first time the SMART board is being used along with the netbooks it is important to account in the budget for replacement models. With a warranty the cost of mishandling or malfunctioning would be taken care of. The cost of applications being utilized are free but internet service must be purchased. Internet service will cost about $70.00 per month for a total of $840.00 per year. Two computers would run about 1000.00 and the debit/credit machines are usually free with a small charge each month so estimated at $120.00 per year. Staff salaries will be competitive in the market.
Time to train staff and board members on the new applications will be a week long process. Some of the applications are easy to use but CCYA wants to make sure everyone is comfortable and that the software and applications are being used are good for their program otherwise changes must be made. That is 40 hours in a week which is focused on training. Staff must meet the needs of the students because if this is not accomplished the mission of the organization is not being met.
The marketing strategy is to provide the best quality and use quality manufacturers. This will require meeting with several manufacturers of computers and netbooks to make sure the quality purchased is the best. Great quality also provides a competitive edge. The intention is that manufacturers come to CCYA so that they can discuss what they can provide, at what cost, and provide the best quality.
Product/Service Innovation Diffusion Plan
The concept of diffusion of innovations usually refers to the spread of new ideas from one society to another or from a focus or institution (White & Burton, 2008). Diffusion has four main elements which are important in creating the rate and amount of information that is dispersed in a firm which ultimately increases the innovativeness and rate of adoption in the organization. This all becomes important because innovation can come from anyone in the organization; it doesn’t have to be one certain person. Diffusion of innovation and technology is important within our organization because we are consistently being challenged to stay competitive within the city and with grant funding. From a technology standpoint the sharing of ideas and information helped develop the sport shoes and with our organization we are stimulating the minds of young adults to become innovative (White & Burton, 2008). It is important to diffuse the innovation or idea among those who deal with the external environment (board of directors, students, and staff) because they are the ones who have all the information that you need to take and be willing to act on. It’s important to see diffusion of innovation and technology as why re-invent the wheel when you can take what has be created and add on to make the wheel better and this is only done with the insight of many people putting their heads together. This is the strategy behind using netbooks, free applications, and SMART for the organization. Take what is created and implement it into the program in such a way as to be successful yet stay as a top competitor.
It is important to consider is how the diffusion team will work together if you have different cultures and ideas. Since many of the students enrolled in the academy are from different socioeconomic households and cultures it’s important to note that CCYA is being cultural sensitive and aware to what is appropriate.
The organization uses word of mouth, businesses, schools, advertising to promote the services of the organization. With the new school year starting its important to attend PTA meetings, school meetings, community meetings to promote the services and the change in technology and how it will benefit the students that enroll in education. Research shows that kids that do not eat well or eat breakfast do not do as well in school. So we promote how the program not only helps improve grades but creates an overall wellness for their kids. Parents always want what’s best for their kids so that is the strategy being used.
Use of Technology
Technology makes it easy for today’s mobile workforce to stay connected and current with the business at hand. This ever-present connectivity is driving productivity to new heights. The trade-off is freedom. Although people are working more hours, the freedom to contrast work/life demands reduces stress and makes it easier to get everything accomplished.
Prep for Success
The recent recovery has been slow but steady. CCYA cannot get left behind. Careful investments in technology now will enable CCYA to reduce ongoing operating expenses and increase productivity by using programs like OASIS and Quickbooks. When the economy finally takes off, CCYA will be well positioned for growth. Technology is not only changing the way business is done but its changing relationship to work. Round-the-clock remote access to CCYA has increased hours, but it’s balanced with the freedom and ability to work in shorter bursts, from comfortable environments.
Offer a Beneficial Difference
Our customers are living in the same economy as the business. Both sides of the sale are looking for opportunities to get more for less and taking extra care when making investments. The technology you employ can be a great differentiator for your business. Make the most of it.
Cloud computing (an internet-based service) is one of today’s hottest technology trends. It offloads hardware and software costs, maintenance and capacity limits to service providers. Any internet enabled devices—computers, tablets or smartphones—can access the service, enabling work to progress virtually anywhere, any time. The most common concerns about cloud computing are security, availability and performance.
Even when working on urgent projects like grants, individual contributors are often dependent on others for information critical to their ability to deliver. Enterprise Resource Planning (ERP) software can help. ERP systems centralize information across the company, increase overall operating efficiency and improve individual performance.
Help Customers Find Us
CCYA should build awareness, gain consideration and increase sales (participation in the program). The best way to invest our current marketing dollars is to boost our web presence. CCYA will create information-rich content about the area of expertise with staff and repurpose it for blogs and social media. Since customers love free, useful information it will help define the company’s leadership and image in the market place.
Get it in Print
Mobile computing and communications are growing exponentially. Many messages simply need to be read, but others require printing. When investing in mobile technology CCYA can check to ensure there’s an easy-to-use, secure app for printing, like Xerox® PrintBack().
Save Time and Money
Save on travel time and expense by using internet-based conferencing and communications technology. Voice, screen, and video can easily be shared between multiple points, often without cost which is why Skype is an application that will be implemented..
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