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Businessplan BUSINESSPLAN von Simone Melda und Melanie Ruff RUFFBOARDS Sportartikel GmbH Hofstattgasse 4/1 A-1180 Wien Office: +43 680 230 60 71 Mail: [email protected] Web: http://ruffboards.com Wien, Februar 2015 RUFFBOARDS BUSINESSPLAN Februar 2015 Table of content 1_EXECUTIVE SUMMERY ......................................................................................................................................... 3 2_ The IDEA ............................................................................................................................................................. 5 3_ INNOVATION....................................................................................................................................................... 9 4_ The PRODUCT ................................................................................................................................................... 10 5_ The RUFF-TEAM ................................................................................................................................................ 15 5_SPORTS-MARKET................................................................................................................................................ 17 6_ FUTURE AMBITIONS ......................................................................................................................................... 18 2 RUFFBOARDS BUSINESSPLAN Februar 2015 1_EXECUTIVE SUMMERY RUFFBOARDS produces uniquely designed, high-end longboards (skateboards) by upcycling used snowboards and maximizes social impact through a highly integrative production process by employing former offenders in the manufacturing process. The aim of RUFFBOARDS is to reduce re-offending rates of ex-offenders by training and placing graduates upon their release within the industry. Ex-offenders tend to be low-skilled, the majority lacking any academic or vocational qualification. Most are long-term unemployed or have never entered the labor market. Their lack of social and life skills can be a major barrier, not just to entering the workplace, but also to coping with everyday life and to be reintegrated into a community. RUFFBOARDS represents a genuine opportunity for change, offering ex-prisoners the chance to manufacture trendy 3 products, do product design, and gain qualifications as well as experience in an exciting, operational business and in- depth guidance to find full-time employment within the production industry upon release. RUFFBOARDS operates a workshop in Vienna and provides on the-job-training together with Verein Neustart (Non-profit-organization). Currently, we are producing together with Verein Neustart. We’ll employee the first former offender in July 2015. Based on the revenue stream from 2014 we will plan the second season with Verein Neustart and train an additional four employees needed for the second season, production since December 2014. For 2016 our goal is to work with experienced companies scaling and replicating our concept through the EU wide Impact HUB network. In 2016 we expect to be able to export or share our knowledge and manufacturing process with start-ups or other companies outside of Austria. Within five years we want to be present in 10 cities across the EU and employ 50+ former offenders in our workshops and successfully sell thousands of upcycled longboards in the majority of RUFFBOARDS BUSINESSPLAN Februar 2015 European countries through a network of retailers, partners (concept stores) and our own online store (www.ruffboards.com/shop). In addition to that, we promote and sell our products at trend-sport, music and design related events. In 2015, based on the number of our already sold boards, we will sell 170+ boards, in 2016 more than 680 and 2017 more than 1.800. Hence we'll reach a sale of more than 2.400 per annum by the end of 2018, which makes us a EUR600k/year company. RUFFBOARDS has been initiated by Melanie Ruff and Simone Melda, both passionate boarders and start-up entrepreneurs focused on creating a unique brand combining social and environmental consciousness with modern urban lifestyle. In addition, the founding team is supported by experienced mentors (SAP, social impact GmbH), ambassadors (Nikolaus Hutter, Toniic), coaches (Social Impact Start, Impact HUB Vienna), and an ever growing group of customers and friends. The combination of environmental consciousness and sustainable products made in a social responsible way is highly attractive for the extremely dynamic LOHAS segment (Lifestyle of Health and Sustainability – responsible consumers), who are the trendsetters and opinion-leaders for larger parts of the society. 4 RUFFBOARDS BUSINESSPLAN Februar 2015 2_ The IDEA Young people, especially from disadvanted backgrounds, sometimes make mistakes. Society is generally not very forgiving of such mistakes, and the consequences for the individual, and for society, can be long-lasting and very serious. With the right support, a new start is possible – here’s the story of Thomas S.: Interview with Thomas S. - employee at Verein Neustart since 2013: Five years ago, at the age of twenty, I made a series of stupid decisions that culminated in my participation in breaking into a house. I didn’t know that the family was at home and I tried to escape but I was caught and got charged. Convicted, I was sent to prison where I served four and a half years. I have tried to make amends for my actions and part of my release conditions was to apologize to the victims. I've done my time, but it lingers with me. 5 As I started to search for a job, I found out that there is no chance for ex-offenders to get one. I worked hard to not become a victim of my own environment - that prevented me from gaining a meaningful employment. I became frustrated by companies unwilling to give me a chance, till I found employment at Verein Neustart. Ruffboards is a modern, conscious company whose goal it is to help young offenders reintegrate into society through an innovative approach combining work integration, on-the job training, and mentoring with the appeal of a modern, eco- conscious consumer product with mass-market appeal. The issue The issue of re-offending has become one of the pressing challenges European society is facing today. 2012 Kevin Maton published research on a good practice guide for social enterprises working together with former offenders co- financed by the European Social Fund. He highlighted that ex-offenders who have a job are between 30 % and 50 % less likely to-re-offend. With in-work support and encouragement, these figures can be improved further (Kevin Maton, Good Practice Guide for Social Enterprises: Ex-offenders & Employment. Social Enterprise West Midlands. June 2012). RUFFBOARDS BUSINESSPLAN Februar 2015 37,9% of offenders released in Austria re-offend within the first year and for those at age 14-17, this number increases to 65,4%. Since the 1950's, Verein Neustart has worked with 270.000 former offenders in Austria and Germany. Their experience shows, that re-offending can be reduced by 30%-50% by getting them employed (Studie Legalbiografien from Verein Neustart clients, Institut für Rechts- und Kriminalsoziologie, Hofinger/Neumann, 2008). The aim of RUFFBOARDS is to reduce re-offending rates of ex-offenders by training and employment in industry with the support of the Verein Neustart ex-offender career mentoring scheme. As part of the program graduates receive dedicated support from their mentor at Verein Neustart to seek full-time employment within the workshop as well as help to secure accommodation, obtain financial help, open a bank account and anything else needed to ease their reintegration back into society. RUFFBOARDS targets those who are unemployed in Vienna (starting in 2016 in other EU-countries) and face multiple barriers to employment, including long-term unemployment, lack of education, skills or qualifications, homelessness, alcohol or mental health issues. These barriers mean that many ex-offenders have little hope of finding employment without support. 6 A job placement in a supportive social enterprise like RUFFBOARDS is one such initiative. We talked to organizations like Verein Neustart (Vienna) and Jugend am Werk (Vienna) involved in this area of work. Learning from their experience was essential for developing the manufacturing process and the daily workflows. Having an impact RUFFBOARDS is a longboard brand from Vienna, Austria, that produces uniquely designed, upcycled boards. By combining the modern, urban trend of longboarding with the upcycling philosophy, RUFFBOARDS manages to create a highly appealing package that is leveraged to integrate marginalized groups (ex-offenders) into the economy and society, as well as to draw attention to their condition, thus raising awareness. Our longboards are made from post-consumer waste. Customers can help us to make the world a better place. EU- countries currently recycle 35% of its waste annually. Our aim is to rise up the percentage bar in Europe by creating win- win situations and build awesome longboards. Upcycling is all about taking what is thrown away and turning it into something you can't wait to use. Based on that, we developed the product line OLD BOARD- NEW STORY. Our customers RUFFBOARDS BUSINESSPLAN Februar 2015 are able to ride their old, transformed snowboard again. The Solution We assist young people on the path to employment by offering on-the-job-training and jobs together with Verein Neustart, an experienced non-profit organization
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