Bakery at the Rescue Mission, come on people, share my dream...

I've had an idea for a cooperative bakery for quite some time. It would be located adjacent to the Rescue Mission in downtown Allentown, PA and would serve great artisan breads and pastries, muffins, cookies, etc. It would also serve as a training site for residents of the Mission, so that they could qualify for foodservice work once they are back on their feet, so to speak.

Here's how the idea came about. One Sunday morning, a couple of years ago, I was helping serve Sunday breakfast at the Mission as a volunteer. I had actually gone there thinking that my ability to make muffins, scones and brownies would be needed and put to good use. Well, it turns out that the Mission gets a good deal of donuts and other pastry donated from businesses that sell in the area grocery stores. As the items date expires, the goodies are brought to the Mission. So, there I was helping to serve sausage and eggs to the homeless that had spent the night in Allentown. I was working with Bob, the head cook, who would have otherwise been by himself. After breakfast, he asked me to go next door with him to the Mission pantry and get some supplies for lunch and dinner. The "pantry" was actually 2 storefronts adjacent to the rescue Mission that served as a dry goods storeroom for the various food donations from the community. I told Bob that the space could be put to better use and he agreed. In the weeks that followed, after meeting with the Rescue Mission Director, I came up with a plan for a coffeehouse that could not just put the space to productive use, but also serve as a training station for Mission clients that were looking for a fresh start.

What follows is an outline of this concept, I welcome your email feedback at christianhun@yahoo.com

I. The Company

Definition: The Mission Bakery is a for-profit cooperative enterprise that features fresh baked bread, artisan breads, cookies, muffins and pastries, fine coffees and teas in a downtown Hamilton St. setting. As well, the company hopes to offer bakery training to Rescue Mission clients while offering local businesses and residents hearth baked, artisan breads and assorted bakery goods. The Cheeseboard Cooperative in Berkeley, CA would serve as a model from an operational point of view.

Long term goals: TMB will become a recognized and valued partner in serving the local community, combining an artisan, wood-fired bakery with training for rescue mission clients. The clients will be nominated to work at the bakery by advisors from the Mission. It will raise awareness about the opportunities in foodservice, for people, staying at the Mission, who need a marketable skill.Short term goals:Set up the café component in underused Hamilton St. storefronts adjacent to the Mission so as to generate cash flow to support the foodservice training. Line up a combination of grants and low interest financing for the restoration and build out of the facility located on Hamilton St. in Allentown, next door to the Rescue Mission.

Strengths – The Mission Bakery has the following strengths:• Vision – TMB has an overarching vision of consumers supporting a local business– knowing that an artisan bakery adds to the diversity of business activity in downtown Allentown. Combined with the client training, this is a much broader vision than that of just a bakery.

• Marketing savvy – TMB will stand out in the marketplace with its fresh wood fired, baked breads and pastries and ongoing outreach through bakery workshops (including the culinary art of baking).

• Integrity – TMB cares about customers and will emphasize local, seasonal organic ingredients whenever possible.

• Broad and varied outreach – Consumers will interact with TMB in many different ways –at the bakery, at seminars given by local chefs, and at local restaurants where our breads will be served. Every interaction will reinforce the Mission Bakery brand.

• Local – From artisan breads to foods from local farms, TMB is all about local products, made from scratch, by hand.

Weaknesses – The following are weaknesses that TMB will have to overcome: * Location- The Hamilton St. site needs a complete facelift, as well as bakery equipment .

• Start-up – TMB has to create a viable business and make it attractive enough to bring customers, while generating cash flow to carry the associated expenses.

• Capital – Outside start-up funding is needed, both grants and low-interest loans. The amount could range from $150,000 to $450,000 depending on the scale of the operation. (a Cheeseboard affiliated co-op bakery opened in California with a budget of about $500,000)

II. Target Markets

Individual Consumer

Eventually consumers will interact with Mission Bakery a variety of ways – at the bakery, in restaurants, and at farmers markets, in a way that will raise consumer awareness and interest, thereby increasing demand for our products.

Bakery CafeWe will establish a wood fired, masonry oven that will be the heart of the bakery café to produce a variety of artisan breads made from scratch every day. Coffee and teas will be on par with the finest served anywhere in the Lehigh Valley.

TrainingWe will offer free client training to rescue mission residents that are nominated by an advisory board. Their 6 month training course will give them a place to learn skills, earn money and the opportunity to seek work in other bakery settings as desired.

III. Why visit The Mission Bakery?

Sell the Story

TMB has a compelling story to tell and will do so through a variety of media – a user-friendly Web site, marketing materials, affiliated businesses or organizations, local events and through its chef and customers network. It is important that these supporting materials – from the Web site to the brochure and handouts – consistently tell and reinforce this story. It is equally important that TMB people tell this story at every opportunity.

Lifestyle strategy

TMB sets itself apart from its competitors by its understanding of and support of the local community. Educated consumers want more than bread. They are interested in the resurgence of a vibrant downtown where a positive influence such as TMB would be felt.

Customer Support

Customer support is the key to TMB success. We must offer a unique experience to Lehigh Valley residents. TMB will always go the extra distance, becoming not just a Bakery/café, but by becoming a unique provider of great breads and pastries as well as upscale coffees and teas.

Home-grown allure

In everything that TMB does – from its Web site to its bakery cafe and masonry oven, to participating in farm markets – it will have the look of a community based, proud to be in Allentown look. We will appeal to those who love living in the Lehigh Valley and want to support the good ongoing resurgence of the Allentown business community.

IV. Product & service description

The Mission BakeryTMB will offer the best artisan, hearth baked breads, cookies, muffins and pastries as well as fine coffees and teas, for eat-in, carryout and delivered fresh to downtown offices and restaurants. We will train Rescue Mission clients for their successful return to the workplace.

Accessory merchandise

Value-added products, such as jellies, apple butter or honey that are produced by local farms can also be added to the Mission Bakery line, as available and appropriate. Seasonal items, such as wreaths during the Holiday seasons and flowers and plants for Mother’s Day can also be added over time.

Resources

"Ovencrafters"Oven plans and consulting, grain mills, tools

"The Cheese Board"Berkeley, California Co-operative

"Earthovens"Masonry oven workshops

"King Arthur Flours"Comprehensive supplies for small commercial businesses

"Bread Guild of America"Comprehensive resource on Artisan enterprises

Can we put a bakery here?