Why FTJ is Needed
Ability to purchase products in alignment with religious values
Create jobs to lift thousands of artisans out of poverty
How FTJ Achieves Its Mission
Develop/Distribute Educational Materials, creating demand for Fair Trade alternative
Provide Support/Design New Judaica Products, increasing their availability
Introduce Products to Retailers and Consumers, making them more accessible
Who FTJ is ServingIndividual Jewish
Customers• Target: Women, ages 45-65• Members of Synagogue
Sisterhoods and/or Advocacy Organizations
• 70% Fair Trade influences their purchases
• Seeking quality yet interesting products
• Potential market= 750,000 – 1 million potential clients x $35 sales/year = $26 million/year
Fair Trade Groups
• Target: Fair Trade businesses and their partner artisans
• # Increased partners• # New products• Differences
• Potential Market = over 50 members of Fair Trade Federation to work with
Jewish Institutions/Retailers
• Target: Four religious denominations/membership; community/synagogue gift shops;
• At least 45 stores have added FT to inventories in 2.5 years• Affordable • Alternative to sweatshop
made products• Beautiful and well made
• Potential Market = over 250 synagogue stores (reaching 500,000 members) and 75 community/museum stores
FTJ’s Value Proposition/Competitive Advantage
Only organization focused exclusively on intersection of
Judaism and Fair Trade – created and occupy this niche
Established relationships with each link in our
comprehensive distribution system: Customer, Retailer, Wholesaler, and Artisan
Strong community connectionsPartnerships – Jewish Social Justice
Roundtable. Hazon, Divine Chocolate# meetings, referrals, links w/synagoguesDifficult to take market share from us =
Media, customer loyalty,Reputation/referred to as expert in the field
Fair Trade Sales, in general, have been growing at least 10%/year over last 3 years; projected trend is upward
growth
Competition/positioning
FTJ accomplishments
Brought to market over 25 new
Judaica products in 3 years
Products now found in over 50
Judaica/Fair Trade stores
# online customers within 1 year
Lean Start-up with over 3 years experience;
referred to as Leader in the field
Lessons Learned:Lessons Learned
Target MarketSocial Media Strategy
Partnerships
ACTIOn plan6 months 1 year 3 years
# New products on the market 3 7 25
# New stores selling Fair Trade 10 25 100
Website conversions- downloads
# New online customers
% Return customers 10% 15% 25%
# People at Fairs/Conferences 5,000 7,500 18,000
# Fair Trade Synagogues 0 20 100
# New Donors
FTJ Revenue Streams
• On-line (50-75% margin) • FTJ Website• Partnerships• Affiliate sites
• Fairs (50-75% )• Customized orders• Projected: 50% of
income in 2 years
Wholesale/Commissions (15%)
• FTJ label products (50% margin)
• Wholesale Rep Commission sales (5-15% wholesale cost)
• Projected: 20% income in 2 years
Contributed Income (50%)
• Donations• Grants• Investments• Projected: 30%
income in 2 years
Major Competitors
•Weaknesses•Strengths
•Customers may not want to change behavior
•Other Judaica businesses who could begin FT
VISION
• FTJ envisions a world where artisans and farmers are paid a living wage, work in safe environments, and are able to provide a sustainable life for their families and communities
Mission Statement
• Fair Trade Judaica (FTJ) is building a fair trade movement in the US Jewish community,
• Jewishly ethical form of consumerismStrategies• Outreach and education- linking jewish values
with ft principles/internal authenticity/coherence/integrity
• Designing new products• Introducing products to Jewish market & selling
YOU
Become an FT Investor and Help us Build our Capacity
Join our team as an Advisory Board
Member
Become an FTJ Ambassador and Spread
the Word
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