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“ D i v e r s e , I n c l u s i v e & R e s i l i e n t ”
1 8 t h M a r c h 2 0 1 7
G r e e n f i e l d C o m m u n i t y
C o l l e g e
G r e e n f i e l d , M A
A F T E R N O O N W O R K S H O P S
NFCA Sixth Annual Meeting 2017
NEIGHBORING FOOD CO-OP
ASSOCIATION
Sixth Annual MeetingEveryone is
Welcome!Co-ops Celebrate Diversity: Everyone is welcome here.
Co-ops Are Inclusive: We are better when we work together.
Co-ops Build Community: Join your local food co-op today!
Want to know more? Please visit us at www.nfca.coop.
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Reaching More Customers
NFCA Sixth Annual Meeting 2017
EXPANSIONS & RESETS
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Reaching More Customers
Panelists will share their observations on key factors for successful expansions and resets, especially in terms of Board / Management alignment, planning, and execution. Whether your food co-op is considering a new location or store improvement, or is in the process, this panel will offer opportunities for shared learning on how we can grow our food co-ops in a competitive environment.
NFCA Sixth Annual Meeting 2017
EXPANSIONS & RESETS
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¡ Julia Curry, Board President, City Market, Onion River Co-op
¡ Alec Goodwin, Store Manager, McCusker’s Co-op Market (Franklin Community Co-op)
¡ Brandon Kane, General Manager, GreenStar Co-op Market
¡ John Tashiro, General Manager, City Market, Onion River Co-op
¡ Dami Odetola, Vice President, National Co-op Bank, Facilitator
NFCA Sixth Annual Meeting 2017
OUR PANEL
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TheGreenStarExpansionExperience
GreenStarwasestablishedin1971asabuyingclubfornaturalfoodsinIthaca,NY.
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TheGreenStarExpansionExperience
Afirein1992forcedtherelocationofourfirststorefronttotheWestEndofIthaca,NY.
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TheGreenStarExpansionExperience
TheWestEndstoreisabout10,000SFwith60parkingspaces.RetailSFisonly5,700.
By2004saleswere$8millionoutofthislocation.Therewasaneedtoexpandtoeliminatethebottleneckingoccurringatthislocation.
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TheGreenStarExpansionExperience
In2003ourMember-Ownersvotedtoopenasecondstorefrontabout1mileaway.
OurDeWittmalllocationopenedinMay2004witharetailfootprintof2,400SF.In2017itisexpectedtoreach$2.8millioninsales.
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TheGreenStarExpansionExperience
Asecondstorecreatedahostofnewissuesforustotackleincluding:
- Purchasecoordinationandproducttransportationbetweentwostores.- Shelfpricingconsistencyatbothlocations.- Adminmakingsurethatstaffatbothlocationsreceivedequalservices.- PreparedfoodsproducedatWestEnd,BakeryatDeWittaddingfurthertothe
transportationwoes.
Itbecameclearthatcentralizingsomefunctionscouldhelpwiththis.OurfirstpurchasewasaDodgeSprintertotransportproducttoandfromourstores.Andslowlywebegantofigurehowtodistributeourresourcesappropriatelytoruntwolocations.Andthen…
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TheGreenStarExpansionExperience
In2007weleasedandthenpurchasedawarehouse/officespacewhich:
- Enabledustoreceiveandstorelargepurchasesforbothstores,paddingmargin.- Builtequityinlandownershipwhichweborrowedagainstinfutureprojects.- RelocateAdminofficesoutofourWestEndstorespace.- EventuallycreateaCentralKitchenandBakery offsiteinthisbuilding.- By2014wewereproducingpreparedfoodsforbothstoresandsupplementing
productwithhighmarginpurchasesstoredatourwarehouse.
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Warehouse&
CentralKitchen
WestEnd
Dewitt
TheGreenStarExpansionExperience
TheSpace
WecreatedapubliceventsfacilityadjacenttoourCentralKitchen.Thisisnowasignificantsourceofrevenueandahugeresourceforourcommunity.
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TheGreenStarExpansionExperience
By2015ourWestEndstorewasbottleneckingagain,exceeding$3,000perSFinsalesannually.Itwastimetoexpandinsomeformoranother.ProspectsforanewWestEndstoredidnotexistsowesoughtaprimethirdstorelocationinanareaidentifiedasunderservedbyGreenStarinourMarketStudies.
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TheGreenStarExpansionExperience
OurthirdstoreendedupadjacenttotheCornellcampusandisknownasGreenStaratCollegetown.About3,100inretailSF.
AnadditionallocationhasfurtherincreasedtheefficienciesofCentralProductionanddelivery,loweringthenumberofstaffneededtorunourstoreswhicharebecomingincreasinglyselfservefocused.
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TheGreenStarExpansionExperience
Still,theWestEndstoreisbottleneckingwithanexpected$18.2millioninsalesin5,700SFin2017(almost$3,200perSFinsales)atthislocationonly.
Ournewfocusisexpandingourflagshipstoretoan11,000SFretailfacilityby2020– 2021.
OurtrackrecordofsuccessfullyestablishedexpansionshasattracteddevelopersandlandownerswhowouldnothavereachedouttotheCo-opinpastyears.Ittookusnearlyadecadetobuildthissocialcapitalthroughtheprojectspreviouslymentioned.
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TheGreenStarExpansionExperienceLESSONSLEARNED
Beforeanyexpansionproposalisconsidered,ourBoardrequires:
- Anuptodatemarketstudythattakesaproposedlocationintospecificaccount.
- Afeasibilitystudywhichincludesaprojectpro-forma(sources&uses),atleast5yearsofprojectedfinancialsaswellasafeasibilitynarrative.
- UltimatelynewrealestatelocationsmustbeapprovedbyourMember-Ownersbyamajorityvote.
YouandtheboardshouldassessatwhattimeyouneedtoengagetheNCGDC.Itisusuallywhenthingsareappearingtoactuallytakeshape.WeengagedtheNCGDCaswestartedtocreateandreviewthepro-forma.
Beforeyougotolenders ormembers,werecommendafewinitialstepstohelpensureyoursuccessandlimittheamountofulcersyourstaffreceiveduringtheprocess:First,Gettoknowyourpotentiallendersandtellthemaboutyourprojectideas.NCBandCFNEhavefinancedallofourexpansionprojectsovertheyears.
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TheGreenStarExpansionExperienceLESSONSLEARNED
- Next,getasolidLeaseinplacewhichiscontingentuponthebuildoutorfitoutreachingoccupancyconditionbyasetpointintime.
- Ensurethereareopportunitiesforyoutovacatetheleaseifcertainhallmarksarenotmetontimesuchasobtainingabuildingpermit,demolitioncommencement,certificateofoccupancy.
- Hirealawyertoreviewandhelpnegotiateanyleasesorcontractsforyou!Youhavememberswhoarealsoattorneysandtheymaygiveyouadiscount.
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TheGreenStarExpansionExperienceLESSONSLEARNED
ReinforceanystoredesignandequipmentservicesfromUNFIorNCGwithsomeonelocal.Weendedupgoinglocalallthewayonourlasttwoprojects:
MaineFordEquipmentserviceshelpedsource,design,place,orderandfollowupondeliveryandinstallationforallequipment.Havingsomeonelocalthatyoucancallonmadeallthedifferenceintheworld.Regularsitevisitsforequipmentreviewwasessentialandsavedtensofthousandsinlatereturns,delayedopeningsetc.
Weallhavelocalsuppliersworkinginretailandinstitutionalequipmentservices.
Wealsocontractedwithalocalarchitecttoworkonourstoredesign.Shehelpedverifycodecomplianceagainstthelargerproject’sarchitect.Shealsoregularlyvisitedthesiteandcomparedtheconstructiondrawingstohelpdeveloperskeepontask,ontimeandfollowingourexpectations.
HavingtheselocalfolksworkforusenabledustohaveasmallerNCGDCcontractaswell,savingbadlyneeded$.
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TheGreenStarExpansionExperienceLESSONSLEARNED
Theattorney,architectandequipmentdesignfeeswerebudgetedforinourpro-formaandtooktheplaceofatraditionalprojectmanager’ssalary.
Withtheseessentialitemsoutsourced,theGMandOperationsManagerwereabletoworkastheprojectmanager.
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TheGreenStarExpansionExperienceLESSONSLEARNED
- Add5%toallexpenseestimateswhenbuildingabudgetforexpansion.- Overestimateeverythingexceptrevenue(time,expensesetc.).- Playaroundwithunderestimatingrevenueinyourpro-forma.Bettertobe
pleasantlysurprisedthansuddenlysaddened!- Haveyourattorneyrevieweveryagreementbeforeyousign,ensuringthat
expectationsalignwithyourpro-forma.- Holdregularstaffmeetingsinformingthemofprogressandbumpsalong
theway.- Updateyourmembersonaregularbasisontheproject.Anemailcontact
listsufficesnicely.- Whentheprojectisunderway,insistonweeklymeetingswiththeowner
andgeneralcontractortobeupdatedontheproject’stimeline.- Createcoolpromotionstostimulate
interestinyourco-opandbuildgoodwillleadinguptoopeninganewlocation.
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TheGreenStarExpansionExperienceLESSONSLEARNED
Engagingwiththelocals.Don’tgiveanydetractorstheabilitytosaythatyoudidnotgettoknowwhatyournewcustomerswant.
Writelocalbusinessesinyournewlocationtellingthemofyourplansandputthemonthatemaillistforprojectupdates.
Hold“townhall”meetingspriortofinishingyourdesignworktogleanwisdomfromyourfuturecustomers.Createpressreleasesfortheseforums.
Reachouttoyourlocalplanningboard,firedepartment,buildingdepartmentetc.Letthemknowyourplansandtimetable.Youwilldesperatelyneedtheirhelpastheprojectwrapsupandcertificatesareissued.
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TheGreenStarExpansionExperienceLESSONSLEARNED
Asaresultofourextendedengagementwithournewcommunityweopenedwithtremendousinterestandsupport.
Sixmonthsafteropeningwehadadded700memberstoourCo-op’s12,000membersbase.
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TheGreenStarExpansionExperience
ThankYou!
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NFCA Sixth Annual Meeting 2017
RESET AT MCCUSKER’S CO-OP MARKET
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¡Alec Goodwin, Store Manager, McCusker’s Co-op Market (Franklin Community Co-op)
¡Purchased by Franklin Community Co-op as second location – small rural town, some tourism
NFCA Sixth Annual Meeting 2017
MCCUSKER’S CO-OP MARKET
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Losing money for years: ¡ 2014: ($100,000)¡ 2015: ($53,000)
§ used tighter deli labor and work systems to improve efficiency.
¡ 2016: ($14,000)§ First year selling beer, also
switched to G&G in spring, added bulk room in fall.
¡ 2017: Q1 was profitable, growth trends are looking strong§ Reset completed early 2017
NFCA Sixth Annual Meeting 2017
REASONS TO RENOVATE
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Kitchen/Deli ¡ 50% of the labor and ±25% of
sales ¡ Poor margin due to high waste¡ Inconsistent sales and low
volume meant either too much staff or not enough for efficient made-to-order deli .
¡ Kitchen required $40k investment to keep it running
Store layout¡ Dead ends, lack of f low, and
confusion at registers. ¡ Gained space when wine store
that closed, and temporarily used it as an extra dining area / community room
General run-down vibe¡ Old laminate flooring was
dissolving, old paint and l ighting made everything feel dingy.
Product Mix¡ Shift from prepared foods
meant we needed products that would al low customers to do more actual grocery shopping here.
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REASONS TO RENOVATE
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Kitchen / Del i Losing Money¡ Stopped cooking and made-to-order
sandwiches¡ Greenf ie lds Market (s ister store)
suppl ies Grab & Go prepared foods.¡ Hired a del ivery serv ice to run up
pastr ies, de l i sa lads, pre-made sandwiches, and breads twice dai ly .
¡ Del i and k itchen prep space now avai lable to se l l product instead.
Store Layout¡ Previous design used two registers
at opposite ends of the store.¡ New design puts both registers in
tandem r ight by front exit .¡ Walled off a receiv ing and stock
room.¡ Narrow shelv ing for increased f loor
space, ¡ Layout favors ' f igure 8's over dead
ends.
NFCA Sixth Annual Meeting 2017
RESET SOLUTIONS
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Run-Down Vibe¡ New f loor ing, l ight f ixtures, paint ,
new coolers and sta in less steel topped cabinets make the whole space feel br ight and refreshed.
Product Mix¡ Reset an opportunity to rev iew non-
moving i tems, replace them with something new, or requested i tems.
¡ Beer and Wine have taken off .¡ Bulk: Customers have consistent ly
asked for a wider se lect ion of bulk products, so we converted our extra d in ing room great ly expanded bulk foods area.
¡ (February 2017: +45% Y.O.Y.)
NFCA Sixth Annual Meeting 2017
RESET SOLUTIONS
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NFCA Sixth Annual Meeting 2017
EXPANDED BULK ROOM
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NFCA Sixth Annual Meeting 2017
THANK YOU!
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NFCA Sixth Annual Meeting 2017
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NFCA Sixth Annual Meeting 2017
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NFCA Sixth Annual Meeting 2017
EvaluateReview
Revisit & ImproveMaintain
• On Schedule Store Opening &
Delivery Criteria
• Performance & Impacts with
Other Locations
• General Cultural Implications
• Timely Access &
Communication
• Weekly to Monthly Reviews
on Progress
DiscoverAssess ExploreIdentify
• Current Store Status
• Financials
• Competitive Landscape
• Property/Locations
• Market Study
• Appraisals
• Board & Management Team
Engagement
PlanCommunicate
Engage & ConnectSchedule & Budget
• Board Authorization
• Management Alignment
• Connect with Stakeholders
• Establish Project Team
• Architects, Engineers, Legal,
Environmental, Traffic, Banks
• NCG Development Co+op
• Pro-Forma & Timelines
• Organizational & System
Changes
ExecuteProgress Monitor
Resolve & Manage• Weekly Construction Progress
Reports & Budget
Management
• Monthly Updates to Board
• Frequent Communication with
Management & All Staff.
• Periodic Updates to Members,
Community Partners
• Staffing & Training
• Centralized Services Support
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NFCA Sixth Annual Meeting 2017
Ability to Continuously
Adapt
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NFCA Sixth Annual Meeting 2017
South End
Burlington VT (South)
Within 1 mile radius of each other
14,000 Sq Ft
$15mil Estimated (of which $7.5mil new)
100 New Positions
Same #
Scheduled for Nov 2017
7am-9pm (Tentative)
108 cars, 75 bicycles
Location:
Distance:
Retail:
Sales:
Staff:
Departments:
Opening:
Hours:
Parking:
Downtown
Burlington VT (Center of Town)
Within 1 mile radius of each other
12,000 Sq Ft
$33mil (after $7.5mil transfers to SE)
236 Positions
Same #
Since Feb 2002
7am-11pm
65 cars, 50 bicycles
Future
Online?
Next Location?
+
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NFCA Sixth Annual Meeting 2017
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NFCA Sixth Annual Meeting 2017
QUESTIONS & DISCUSSION