TABLE OF CONTENTS

1. THE TSAMPA TEAM 2 2. BOARD OF ADVISORS 3 3. EXECUTIVE SUMMARY 4 4. THE FOOD BARS INDUSTRY 7 5. OUR PRODUCT 8 6. TARGET MARKET 10 7. MARKETING AND SALES STRATEGY 11 8. BUSINESS MODEL 13 9. COMPETITION 15 10. COMPETITIVE ADVANTAGE 16 11. FINANCIALS 17 THE TSAMPA TEAM

Rinchen Dolma Tenzin Kusang Syracuse University ’17 Syracuse University ’15 Biology & Public Health Biology Communications Nutritional Content Tibetan: Born in Lhasa Tibetan: Born in Nepal

Tenzin Lama Norzom Lama Syracuse University ’15 Syracuse University ’17 Environmental Engineering Information Mgmt. & Technology Product Development Research Tibetan: Born in Nepal Tibetan: Born in Nepal

Pasang Lhamo Rinchen Namgyal Syracuse University ’15 RIT, MBA Policy Studies & Public Relations Corporate Accounting and MIS Product Design Financials Estimator Tibetan: Born in South India Tibetan: Born in North India

1 BOARD OF ADVISORS

Bruce Kingma Lopsang Lama Professor of Stacey Keef Import and export Entrepreneurship at Executive Director of Manger of Himalayan the School of RVD Idea, a start up Handicrafts from Nepal Information Studies venture in Syracuse and India at Syracuse University University

Losang Rabgey Dr. Tashi Rabgey Latri Dakpa Co-founders and Research Professor of Rinpoche Executive Director International Affairs at Founder and President of of Machik in George Washington the Bon Children’s Washinton, D.C. University Home in Dolanji, India

Dhardon Sharling Tashi Wangdu Parliament member of CEO of Federation the Tibetan community of Tibetan Co-operatives located in Initiatives Private Ltd. Dharamshala, India (FTCI) in Mungod, India

2 EXECUTIVE SUMMARY

TEAM/COMPANY NAME: tsampa - A Taste of Tibet

INDUSTRY: Food Bars

ONE LINE PITCH: tsampa- A Taste of Tibet is a nutrition bar produced by Tibetan refugees in India and sold in the US. Proceeds will support the Federation of Tibetan Cooperatives in India.

ABSTRACT: The business will be led by six students of Tibetan descent who want to make a difference in the lives of individuals in the Tibetan refugee camps. Proceeds from tsampa bar will go towards funding the Federation of Tibetan Cooperatives in India which works to create employment, support farmers and entrepreneurs within the Tibetan communities. The business has a diverse Board of Advisors with expertise in business and/or influence in the Tibetan community. A key ingredient in “tsampa-A Taste of Tibet” is barley, which is a staple food of the Tibetan people and provides superior nutritional benefits than other grains.

CUSTOMER PROBLEM: The food bars currently in the market are focused on providing high-protein or high-fiber but few bars provide a holistic and balanced approach. Also, no other food bar in the market is directly associated with a social cause.

YOUR SOLUTION: tsampa- A Taste of Tibet provides holistic nutritional benefits such as strengthening of immune system, detoxification of body, healthy skin, and cleansing of digestive tract. Our product also fulfills the rising number of socially-conscious consumers who are seeking for more ethical and sustainable products. Every level of our business has a direct impact on the farmers and workers in India creating the product. Hence, the food bar has a Fair Trade Certified label, which establishes the our business meets the fair trade audits and positively influences the community creating the product. The bar packaging will include stories of Tibetans from the Federation of Tibetan Cooperatives identifying the individuals that sales from the bars will help.

TARGET MARKET: tsampa- A Taste of Tibet is designed for on-the-go individuals who want a tasty yet nutritionally balanced meal replacement bar. Our primary consumers are individuals between the ages of 18 to 34-year-olds. Our product will be marketed towards health-conscious individuals who need a nutritious on-the-go meal bar that is organic yet affordable.

3 MARKETING & SALES STRATEGY: Our strategy is to use the Syracuse University network to get a special product placement at the school bookstore and cafes around the campus. In order to get publicity and share the company’s mission, a college ambassador program will be developed in which student ambassadors will reach out to the student body to sell our product. Using the team members’ network, the next phase is to expand the ambassador program to other colleges. We have projected that after four years into the ambassador program we will have a total of 60 campuses The final phase is to get the product sold at nutrition specialty stores such as Whole Foods, Wegmans, and Trader Joe’s.

BUSINESS MODEL: The main ingredient barley will be bought from farmers in India. The product will be developed and packaged at the manufacturing unit by Tibetans from the settlements. The final product will be exported to the US to be sold.

FUNDS NEEDED: Our team has estimated that U.S. $60,000 will be needed as an initial investment (capital). The business has potential to recover the capital in less than 3 years and be able to remain financially stable and self-reliant at the end of third year.

USE OF FUNDS: The capital amount of $60,000 will be used for setting up a manufacturing centre, buying machineries, hiring employees, and purchasing raw materials. The company will distribute 60% of net income to the Federation of Tibetan Cooperatives in India, specifically focusing on supporting Tibetan entrepreneurs in the settlement.

FINANCIAL 5-YEAR TRAJECTORY: Number of bars expected to sell in Year 1- 4,000 Bars; Year 2- 12,000 Bars; Year 3- 35,000 Bars; Year 4- 65,000 Bars; Year 5- 120,000 Bars.

EXIT STRATEGY: No plan to exit. We want to continue to run the business.

COMPETITION: Food bars have recently become a big marketplace; the growth rates for successful product types have been in the double digits. The reasons for this incredible surge range from a wave of new product launches, increased sophistication, and continued innovation from different food bars. The new recent trend of blurring meals and snacks and an emphasis on portion control is mainly the reason for this type of growth. Looking at a list of popular food bars in the industry, tsampa- A Taste of Tibet exceeds in terms of fiber, protein, and calcium content compared to any other bars.

4 COMPETITIVE ADVANTAGE: Although tsampa- A Taste of Tibet is entering a competitive market of the nutrition bar industry, it stands unique amongst its competitors. One of these advantages is that, tsampa bar uses ground barley as its key ingredients, which has far more superior nutritional value to other grains in the industry. Tsampa- A Taste of Tibet also has a mission to directly invest 60% of net revenue to social causes in the Tibetan refugee settlements in India. Another one of its advantages is to reduce negative environmental impacts by using local organic ingredients. Lastly, the tsampa bar aims for a broader range of target population who are constantly on the go and who lack key nutrients such as protein and fiber in their diet. The below diagram expresses these unique characteristics of our product, tsampa - A Taste of Tibet.

60% of our net revenue is expended to support social causes in the Tibetan refugee settlements in India.

5 Dollars (in million) 2250 4500 6750 9000 0 2011 meals on-the-go that are nutritionally rich and tasty. and rich that nutritionally are on-the-go meals the $2.2 two factors time are driving leisure less rates and obesity High for looking are who for consumers option a convenient bars food make snacks, which and of meals is the blurring trend Another year from 2006 to 2011.from year 2006 to this catering in opportunity is business There (IBISWorld). industry manufacturing product replacement meal billion of per 6.9% average by an increased Industry revenue Source: Packaged Facts Packaged Source: 5,669 2012 6,211 THE FOODBARS INDUSTRY 2013 6,759 Years Years 2014 (in millions of dollar) millions (in 2011-2016 the U.S in from bars Food of sales retail Projected 7,303 2015 7,781 2016 6 8,293 2016 period. 2016 to 2012 the five-year rate (CAGR) of over 7.5% growth annual for a compound 2016, in billion $8.3 approach to market is projected bars the food MarketResearch.com, the industry.in growth considerable in resulted to According has the past few years market over bar The shift the food in rates. growth foods super and sources, protein exotic grains, as wholesome such positioning bars. enriched product halo health multiple also are There energy- and gluten-free, for organic, desire consumers to appealing are marketers With trend, food this food appetizing. more to them make ingredients decadent more incorporating are bars energy/nutrition and nutrition, on more bars. Specifically,nutrition focusing are bars cereal/granola energy/ and bars cereal/granola between distinctions bars. energy/nutrition A the market is blurring in trend and bars cereal/granola includes industry bars The food market segment. market segment.

which are collectively driving up up driving collectively are which OUR PRODUCT

Barley is a key ingredient in tsampa- A Taste of Tibet, which has large quantities of fiber and protein. Our product not only provides high-fiber and high-protein but also a plethora of vitamins and minerals which allows our nutrition bar to be a meal replacement option. Below is a breakdown of our ingredients and its nutritional benefits. Our product will have USDA Organic and Fair Trade certification which will demonstrate that our product is environmentally sustainable and ethically produced. In addition, our business will invest 60% of its net revenue to the Federation of Tibetan Cooperatives in India (FTCI) which works to create employment, support farmers and entrepreneurs in the Tibetan community. Our bar packaging will also include stories of Tibetans from FTCI, identifying the individuals that sales from the bars will help. This will assist in personalizing each purchase for the socially conscious

“Being able to share tsampa, a staple Tibetan food to the rest of the world is a tremendous privilege to share our culture, our stories and to connect with the world” - Tsering, an Indian farmer and an aspiring women entrepreneur

7 NUTRITIONAL FACTS OF tsampa

INGREDIENTS NUTRITIONAL BENEFITS

Barley Flour (Tsampa) Insoluble and Soluble fiber: Soluble fiber lowers blood cholesterol and can potentially reduce the risk of heart disease. It slows the absorption and reducing the development of type 2 diabetes. The insoluble fiber allows for a maintenance of regular bowel function and can lower the risk of certain gastrointestinal cancers like colon cancer. There are also several vitamins and minerals, including niacin (Vitamin B3), thiamine (Vitamin B1), selenium, iron, magnesium, zinc, phosphorus, and copper. Barley contains antioxidants.

Almonds Rich sources of vitamins (riboflavin, niacin, thiamin, pantothenic acid, vitamin B-6, and foliates), minerals (manganese, potassium, calcium, iron, magnesium, zinc, and selenium), monounsaturated fatty acids. Excellent source of vitamin E.

Flaxseeds Omega-3 essential fatty acids Lignans- plant estrogen and antioxidant qualities Fiber- soluble and insoluble types

Cinnamon Calcium, Iron, Magnesium, Potassium, Dietary Fiber and Protein

Vanilla Extract Potassium and sugar

Ground Clove Sodium, Potassium, Dietary Fiber, sugar, Calcium, Iron, and Magnesium

Tea Antioxidants

Chocolate Chips Protein, Carbohydrates, and Sugars

8 TARGET

The largest demographic segment that consumes nutrition bars are 18 to 34-year-old men, however women of all ages represent the next four largest groups (MarketResearch.com). Based on this research analysis, our primary consumer for tsampa- A Taste of Tibet is health conscious, on-the-go individuals between the ages of 18 to 34-year-olds who care about buying a product that has a social impact. Health-Conscious Individuals: These individuals like to eat foods that are wholesome, organic and all-natural. According to the Nutrition Business Journal, natural/organic food reached $29.7 billion in total in 2008. On-The-Go Individuals: According to a survey conducted by Harris Interactive, nine out of ten U.S. adults eat meals or snacks on-the- go: six out of ten adults do so on a daily basis. The meal bars are great for those on a busy schedule who are looking for healthier alternatives to vending machine snacks yet don’t want to skip meals.

Socially-Conscious Individuals: According to a study conducted by Nielson, two thirds (66%) of consumers around the world said they prefer to buy products and services from companies that have implemented programs that give back to society. Nearly half (46%) said they are willing to pay extra for the product as well.

Nearly half (46%) said they are wi"ing to pay extra for the product as we".

9 MARKETING AND SALES STRATEGIES

COLLEGE AMBASSADOR PROGRAM: A significant margin of our primary consumer group is college-aged individuals who Universities with Tibetan Students are health-conscious, on-the-go and socially-conscious. In Barnard College Smith College order to target these individuals we will use the Syracuse Baruch College St. Catherine University University network to initially sell the product at the campus Binghamton University St. Lawrence University bookstore and cafes. In order to ensure that the business gets the right publicity to its targeted audience, an ambassador Boston University Standford University program will be developed on the SU campus to get students to Brandeis University Stony Brook University become advocates for the company’s mission and to sell the Columbia University SUNY Albany product to their peers. In the following year, we will connect Cornell University SUNY Oneonta with other Tibetan college students and supporters in the U.S. Emory University SUNY Owego to expand the ambassador program to these campuses. During this phase of the marketing and sales strategy, the product will George Washington University Syracuse University be slightly above market price to compete competitively with Hamilton College Tufts University other bars, but also ensure fair wages for all employees. Harvard University University of California: Berkeley Hunter Colege Universitiy of California: Davis Ithaca College University of Buffalo Lewis Clark State College University of Connecticut Long Island University University of Illinois Lycoming College University of Iowa Morrisville College University of Massachusetts Mount Holyoke University of Minnesota New York University University of Northern Iowa Potsdam University University of Rochester Rochester institue of Technology University of San Francisco Rutgers University University of Utah Sarah Lawrence College University of Vermont

10 TIBETAN STORES: In order to help transition our product from market price to fair trade price, we will use the Tibetan community network in the U.S. to sell our products at Tibetan stores. This would mean that the Tibetan stores will have to forgo profit from the selling of the product in order to help the business achieve its competitive edge. We believe that due to our company’s mission of having societal impact within the Tibetan community, these store owners will forgo profit to ensure that 60% of the net profit go towards the the Federation of Tibetan Cooperatives in India.

ORGANIC AND FAIR TRADE CERTIFICATIONS: Another strategy is to target health-conscious and socially-conscious individuals that buy products from natural/specialty food stores such as Whole Foods, Wegmans, and Trader Joe’s. These speciality stores shelf natural and organic products at premium pricing, therefore we will be marketing at individuals that have disposable incomes and are willing to pay at a fair trade price. During this phase, the product will be at a fair trade price in order to ensure that farmers and workers in India are getting paid fair wages. Fairtrade Retail Sales in 2011

11 12 THE BUSINESS MODEL THE SUPPLY BRANCH THE DEMAND BRANCH EXPORT OPERATIONS IN INDIA: The first act of generating ample supplies for our business model is the establishment of manufacturing The marketing strategies for our product will encompass the units within Tibetan refugee settlements in India. Within these following two main themes: manufacturing units, our product, tsampa, will be processed, - “Empowerment Through Living Healthily” = As our target developed, and packaged by a workforce that is entirely composed of consumers are between the age gap of 18 to 34 years old, a the local Tibetan residents of these refugee settlements. Since majority group of population who consumes the most amount of nutritional of the barley, the fundamental ingredient of our nutritional bar, is grown bars and are very health conscious, we will utilize the “organic in Northern States of India, i.e. Uttar Pradesh, these manufacturing name branding” to attract this group. The list of organic ingredients and their collective nutritional attributes will be listed units will be primarily located within the Tibetan settlements located and advertised on the packaging of the product. In addition, the within those Northern regions. Additional organic ingredients, such as specific channels, through which the “organic name brand” almonds, raisins, cinnamons, and many more, will be acquired from message will be relayed, are social medias, college campuses, neighboring suppliers of these manufacturing units. Therefore, our hotlines, and online websites. business’s budget will be mainly expended in the following five sectors of the export operations: the Manufacturing unit, purchase and the - “Enrichment Through Supporting A Social Cause” = A unique maintenance of the machineries, organic ingredients, suppliers and characteristic of our business plan is the act of providing our employees, and the transportation of the products. proceeds to a social cause that is existent within the contemporary Tibetan refugee settlements in India. The social IMPORT OPERATIONS IN UNITED STATES: The second act of our business model is depended upon the connections developed with cause that was unanimously agreed upon was helping the varied forms of vendors and Tibetan associations in large US cities. Federation of Tibetan Co-operatives in India (FTCI) operate The key partners that we will form such associations with are as programs or produce innovative projects that can help the Tibetan follows: Tibetan College Ambassadors, locale Tibetan markets in refugee settlements develop socially, culturally, and economically. United States, Tibetan Associations in various states and major We will market such theme through inserting personal stories and American food supermarket chains such as Wegmans and Whole individual pictures of the Tibetan refugees in the back of the Foods. However, these associations will be formed in different phases tsampa bar packages, which will relay a wide range of wisdoms as we will first market and sell our product in college campuses through that are often acquired through persisting in these settlements. Tibetan students of various institutions. Subsequently, after With such a layout, a potential consumer can develop a charitable documenting the market performances of our tsampa bar, we will then relationship with our product. introduce and sell our product through bigger vendors within the United States such as Wegmans and Whole Foods.

13 COMPETITION

Food bars have recently become a big marketplace; the growth rates for successful product types have been in the double digits. The reasons for this incredible surge range from a wave of new product launches, increased sophistication, and continued innovation from different food bars. The new recent trend of blurring meals and snacks and an emphasis on portion control is mainly the reason for this type of growth. Looking at a list of popular food bars in the industry, tsampa- A Taste of Tibet exceeds in

14 COMPETITIVE ADVANTAGE

Although the tsampa bar is entering a competitive market of the nutritional bar industry, it consists of several advantages that stand unique amongst its competitors such as Luna and Clif bars. These advantages help dissolve many of the barriers.

Barley: One of the advantages is that the tsampa bar uses ground barley as one of its key ingredients. Since most protein bars are oat based, tsampa bar is unique in this matter. Due to the usage of barley, the amount of protein and fiber per serving is also much more in comparison to our competition.

Societal Impact: tsampa bar’s mission is to direct 60% of net revenue to Federation of Tibetan Co-operatives (FTCI) in India. Through such relationship, we wish to support and strengthen their social projects that are being developed in order to create employment within the refugee camps, and additionally to support farmers and entrepreneurs within the same Tibetan communities. Moreover, we will be following the fair-trade pricing strategy which ensures that our suppliers and employees will be paid fair price/wage. We will fully market these societal impacts on the packaging of tsampa and hence, with such a layout, a potential consumer can develop a long-lasting charitable relationship with our product.

Organic Certification: In addition, the ingredients used in the tsampa bar are native to India. From barley to tea, cinnamon to almonds, the ingredients are grown in India whether it be North or South India. Therefore, the environmental impact due to the transportation of ingredients will be lesser. The overall cost will also be lower due to the use of local ingredients. The basic farming techniques in India is suitable enough to deem it as organic. Therefore, our product aims to obtain a USDA Organic certification which will be unique of its competitors. Overall, this product uses local ingredients to infuse local flavors made by the local people to benefit the local community.

Meal Replacement Bar: Lastly, due to the heightened nutritional value in the tsampa bar, it targets the population within the age group of 18-34. This age group is considered to be the most active age group ranging from college students to individual in the workforce. Due to the hectic nature of this group, a meal replacement bar such as tsampa bar would be very beneficial in providing the required nutrition.

15 FINANCIALS FUNDS NEEDED

Our team has estimated that U.S. $ 60,000 will be needed as an initial investment (capital). The business has potential to recover the capital in less than 3 years and be able to remain financially stable and self-reliant at the end of third year. The graph below shows expected numbers of tsampa- A Taste of Tibet bar sales annually. When the business becomes stable, we will start the process of returning the capital on installment basis.

16 USE OF FUNDS

The capital amount of $60,000 will be used for setting up a manufacturing centre, buying machineries, hiring employees, and purchasing raw materials. The chart below shows major expenses for the first year.

While allocating the funds for future years, our team has considered an inflation of 5%. We are hiring 3 employees in first year. The number of employees will basically increase in the consecutive years which will be determined based on the sales. However, based on our analysis, we will be hiring 4 employees at the end of 2nd year and 15 employees by the 5th year.

The company will distribute 60% of net income to the Federation of Tibetan Co-operatives Initiatives (FTCI) in India specifically focusing on supporting Tibetan entrepreneurs in the settlement. The 60% will fund FTCI's program to support Tibetan entrepreneurs through providing low-interest loans and training entrepreneur on legal issues such as obtaining licenses to operate their business. For instance, the projects that endeavors to install solar lights in Tibetan settlements where there are frequent blackouts or facilitating Tibetan community for safe and clean drinking water etc.

The business will contribute significantly in generating employments over the years. The management of the company will look forward to expand the company’s product line and bring continuous innovation in maximizing the customer’s experience and satisfaction. The graph below shows the minimum number of employees expected to hire and the sales of our bar will be the

17 FIVE YEAR TRAJECTORY

18 CONTACTS For further questions and comments

Rinchen Dolma Tenzin Kusang [email protected] [email protected] (917) 328 - 8073 (203) 321 - 6162

Tenzin Lama Norzom Lama [email protected] [email protected] (860) 964 - 0231 (347) 761 - 5978

Pasang Lhamo Rinchen Namgyal [email protected] [email protected] (857) 250 - 5230 (917) 744 - 7099

19 THANK YOU