Mission

The mission that we stand by with the Nola By Keeks Project is to provide women, in and out of the LGBTQ community, with access to supportive professional mental health services by offering charitable donations to like-minded and affordable women- and LGBTQ-centered organizations. We strive to give back to the community of women who seek support from professionals who look like them and can relate to their personal experiences in unique private and group settings.

 
 

Impact

We envision a future where women can thrive in their careers and daily personal lives by expressing their talents and skills to the fullest without letting their mental health hold them back. Only when women can be emotionally and mentally supported and valued first can they then better serve others in the world around them. Our work at Nola By Keeks will significantly impact the lives of women who need this additional support in their personal and professional lives.

 
 

Competitive Edge/Strengths

Our product has a competitive edge for the following health reasons:

  • Free of refined sugars, gluten, eggs, dairy, and non-plant based oils

  • Chef-driven in flavor and originality

  • Authentic granola texture, consistency, and taste

  • Safe for vegans and gluten-intolerant

  • Mission-driven granola with purpose

In addition to our granola’s health benefits, its charitable giving aspect sets it apart from other granola products and vendors in local Los Angeles Farmers’ Markets and retail shops. With the Nola By Keeks Project, we want to demonstrate to our customers that our product doesn’t just end at a satisfying and delicious bag of granola. All of our products are created for a greater cause: allowing women greater access to affordable and like-minded professional mental health care. In staying true to our mission, Nola By Keeks will donate 3-5% of our proceeds to women-centered, LGBTQ-focused mental health organizations to support women in their professional and personal growth.

 
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Timeline

 
 

August-October 2019

  • Research on farmer’s markets in LA Area in line with target demographic/market (health- + food- conscious shopper with focus on locally crafted products, prefers minimal ingredients + food processing)

  • Research seasonal flavors that are appropriate to upcoming fall season: Classic 

  • Receive all required permits and licenses at the State and County level (obtained)

  • Purchase and receive approval on all FDA safe product packaging and labeling (obtained)

  • Apply to appropriate markets and complete outreach to local cafes, restaurants, and retail shops for wholesale distribution through in-person meetings

  • Create a list of women and LGBTQ supporting mental health services and programs for monthly donations

  • Receive farmer’s markets acceptance and begin selling to the public by Sept 15th 2019

  • Expand into a minimum of two local farmer’s markets and four restaurant/retail stores for wholesale distribution by Oct 1st 2019

November-January 2020

  • Begin recipe testing for spring season

  • Assess current market relationships and company growth

  • Research on market expansion beyond Greater Los Angeles 

  • Select quarterly mental health donation candidates

  • Continue product expansion into larger, target demographic markets and retail shops

  • Research possible company collaborations and events with local breakfast restaurants and brunch-centric retail shops 

  • Consider product expansion: granola bars, smoothie additions, baked goods

  • Build community relationships with local mental health centers that are in line with company mission

  • Begin hiring process for PT Market Manager

 
 
 

February-April 2020

  • Begin recipe testing for summer season

  • Secure new hire for PT Market Manager and complete onboarding process

  • Assess current market relationships and company growth

  • Apply for markets beyond Greater Los Angeles (if possible)

  • Obtain additional permits for additional product and markets: bars, smoothie add-ins, new flavors

  • Select quarterly mental health donation candidates

  • Schedule and confirm collaborations and events with local restaurants for women-centered breakfast community pop-ups

  • Continue building community relationships with local mental health centers that are in line with company mission

June-August 2020

  • Research on community events that are sponsor-driven: nationally + locally recognized mental health organizations 

  • Assess current market relationships and company growth

  • Select quarterly mental health donation candidates

  • Recipe test for new products with focus groups and current customers

  • Introduce new line of flavors and products into markets and to stockists

  • Consider regional expansion beyond CA

 
 

FINANCIAL PROJECTIONS

Customer purchases through farmer’s markets, stockists, store distribution, and online sales; $13/bag 14oz granola / $3/bag 2oz granola (wholesale options available for permitted retailers)

Estimated Revenue:

Key: 1 market/week: 50-100 bags/ market (4-5hrs) = $650-1300 (-$100 vendor fee/market), 1 Stockist: 35-70 bags/week: $455-910

Q1: 1 markets + 1 stockist (Market: $650-1300/Stockist: $455-910)/week

Q2: 2 markets + 2 stockists (Market: $1300-1950/Stockist: $910-1820)

Q3: 4 markets + 4 stockists (Market: $2600-5200/Stockist: $1820-3640)

Q4: 4 markets + 6 stockists (Market: $2600-5200/Stockist: $2730-5460)

Percentage 3%-5% of proceeds donated each month of selected mental health center/organization.

(See attached BeRare Foundation Application for more details)



OPERATIONS

  • Location: Los Angeles, CA (CFO Permitted Kitchen/Commercial Kitchen Space within LA County)

  • Legalities: LA County Health Permit (Pending) Food Liability Insurance (Pending), Seller’s Permit (Obtained), CA Food Handler’s Certificate, Business Tax Registration Certificate (Obtained)

  • Governing structure: Kiki Canuto, CEO/Founder

Kiki Canuto 

  • Oversees all product production and sales

  • Fosters relationships with mental health centers through in-person meetings

  • Develops new product ideas and recipes

  • Connects with customers in target demographic to build current and new relationships

  • Oversees and manages NBK team progress and reports feedback


Future Hires:

  • Web Digital Strategist/Marketing Director (Pending): manages creative direction in regards to all marketing campaigns and strategies, oversees all company videography, photography, and creative content

  • Part-Time Market Manager: sells products in current farmer’s markets, delivers products to retail shops/restaurants/stockists, handles inventory and sales, facilitates recipe testing groups, helps in packaging products

  • Virtual Assistant (Hired): handles all online sales processing and accounting, orders product packaging and kitchen supplies/equipment, research on mental health centers in designated areas and potential stockists, coordinates meetings with potential mental health centers, manages social media accounts