AN INITIATIVE OF THE AFRICAN COMMUNITY ORGANISATION OF SOUTH AUSTRALIA African Twilight Market Business Plan Prepared by the African Twilight Market Committee November 2009 A social enterprise market initiative seeking to empower African communities, provide sustainable economic opportunities and offer the wider community a taste of Africa
Contents General details... 3 Background... 3 History of Organisation:... 3 Statement of need:... 3 Organization information... 4 Mission:... 4 Vision... 4 Purpose... 4 Aims... 4 Management structure & staffing... 5 Partnerships and funding... 6 Partnerships... 6 Current funding... 6 Products and services... 7 The Market and Marketing... 7 Operational Plan... 8 Venue and operational factors... 8 Public Liability Insurance... 8 Timeline for the event... 9 Training requirements... 9 Quality standards: Food... 9 Training stall holders:... 9 Finance... 10
General details Name of initiative Name of Organisation ACOSA contact details Nature of event Date of Event Proposed location of event Time of event Full amount of time the space is required for Steering committee Target Audience African Twilight Market African Community Organisation of SA (ACOSA), auspiced by Lutheran Community Care David Malinda, Director of ACOSA PO Box 101, North Adelaide, SA 5006 malindad@dodo.com.au 0427 002 568 Cottage market with entertainment and limited food available Every Friday during day light saving months (October to March inclusive), beginning January 2010 Vine Street Prospect Plaza, next to the Prospect Council Chambers 6:00pm 9:00pm 5:00pm- 10:30pm every Friday evening African Twilight Market committee Families from wider Prospect community and surrounding suburbs, African communities, Adelaide tourists Background History of Organisation: ACOSA s primary purpose is to represent and promote African Communities in South Australia. ACOSA currently partners with Lutheran Community Care, Refugee Services to implement several programs for the African communities of South Australia, including: Youth Pathways African Mothers support group The ACOSA LCC reference group African Women s wisdom social support group Statement of need: The market seeks to benefit African families trying to integrate into mainstream society. Department of Immigration and Citizenship (DIAC) national consultations have well documented the complex issues and disadvantages faced by many new arrivals particularly those from African communities. Evidence from new and emerging communities, as well as ABS figures, suggests African communities struggle with issues of social isolation from the wider community, unemployment and a lack of opportunities for further education and training. Individuals from a refugee background may also face many psychological struggles from trauma and torture, as well the challenge of settling into a new country and the resultant barriers.
Organization information Mission: A social enterprise market initiative seeking to empower African communities, provide sustainable economic opportunities and offer the wider community a taste of Africa. Vision The prospect African market seeks to become an innovative model of social enterprise and sustainable community development, providing economic benefits to the African communities whilst building connections between Africans and the wider community. It will be a vibrant, energetic display that celebrates African culture, offering a taste of Africa through African goods, crafts, food and beverages, textiles, drama and music. Purpose To establish and conduct a micro-enterprise African Market in the Prospect Plaza during day-light saving months that will become self-sustaining. This will provide an opportunity for the African communities of SA to build self reliance, gain employment, develop business skills and generate income. The socially innovative market will showcase the African cultures and utilize the current skills and resources of the African communities. The market will also offer the wider community a taste of Africa, and in so doing provide an opportunity for connection, integration and partnerships between communities. Aims Social aims 1. To provide an opportunity for disadvantaged African communities to participate in a microenterprise market, thus gaining employment, sustainable incomes, confidence and training in business skills 2. To counter economic disadvantage and isolation of the target group through the implementation of a socially innovative African market which will mobilize community skills, showcase the African cultures and become a catalyst for the wider community to embrace cultural diversity. 3. To build networks and partnerships among the African communities of SA, as well as with the wider community. 4. To provide and facilitate opportunities for self development and self help amongst the African communities Business aims 1. To create an economically sustainable model of social enterprise in the form of a market 2. To create a profit to re-invest into the market and our wider objectives 3. To establish and conduct a thriving, popular market with high attendance rates that enables Africans to earn an income.
Management structure & staffing ACOSA governing body (Supports market committee and gives accountability) Supporting partners: Lutheran Community Care Prospect City Council African Twilight Market Committee (ATMC) Accountable to ACOSA. Made up of committed stall holders, who make all decisions regarding market. Operates like a cooperative, collecting money from all stall holders and reinvesting into market and aims. Treasurer of ATMC Responsible for the finances of the market committee. Works closely with ACOSA treasurer. Project Manager Works for the ATMC. Role is to co-ordinate stallholders and & entertainers, as well as Key marketing. staff: roles Liaise and with responsibilities business partners, councils and stall holders on behalf of ATMC. Stall holders (regular and irregular) Come under the guidance of ( employed by) the ATMC. Will be coordinated by the Project Manager. Stall holders committee: To make all decisions regarding the market, to manage the funds, to oversee the work of the Project Manager. Stall holders: To commit to selling at the market each operating day, to pay a % of their income to the ACOSA stallholders committee for ongoing running costs Project Manager: To facilitate meetings, to liaise with stallholders and community/business partners, to coordinate the marketing & advertising of the market. Each individual stall holder will need to sign a contract between themselves and the ATMC, with commitments and expectations outlined for both parties.
Partnerships and funding Partnerships ACOSA partners with several other organisations across market, community and state sectors, including: Lutheran Community Care: ACOSA will receive free ongoing support from Lutheran Community Care in the form of management support, administration time and resources and the support of an organisation with an existing strong infrastructure. LCC will offer Public Liability Insurance for the first 3 months as a cover, if no other insurance is organised Prospect City Council: The Prospect City Council is also very supportive of this initiative and has given a small grant (see below), as well as offering a venue for the market African Communities: The African communities across South Australia are networked through ACOSA. ACOSA is closely aligned with these communities, and sees itself as a representative and advocacy body for these diverse groups. The market will harness the support, unique skills and resources of the different African communities within South Australia to implement the market. Currently on the ATMC there are representatives from Sudan, Kenya, South Africa & Eritrea, as well as having discussions and partnerships with community members from other African communities. Kilburn Community Centre/Port Adelaide Enfield Council: The council has been involved with ACOSA for some years, and is very supportive of this social enterprise project. The council currently provide a free meeting place for the ACOSA market committee, at the Kilburn Community Centre. If ACOSA secures funding for a project officer, the Kilburn community centre has committed to provide office space at a very reasonably price. Local business: the ACOSA market committee intends to build partnerships with local businesses, both African businesses and those of the wider community, in order to carry out their vision. The support of the market by local businesses may come in many forms, include promotional support and advertising in shops, use of equipment and business advice. In return, the market committee can offer the businesses the opportunity to be involved in an innovative social enterprise initiative that builds trust and community well-being. It also offers businesses the chance to demonstrate they are willing to invest in local community initiatives. Current funding Stallholders The stallholders at the market will give a percentage of their profits to the Market committee to contribute to the ongoing costs of the market The Prospect City Council community grant: The Prospect City Council has given a grant of $2500 to be used for set up costs, including the cost of stall-holder training and trestles. Several other grants have been applied for and the committee are waiting to hear the results.
Products and services Current stalls include: African Jewellery (to attract wider community, very popular) Hair products (African) Variety of non-uniquely African products Art and Crafts paintings, gift cards, wood carvings etc Accessories Material clothes, Kangas, decorative Henna African drums Possible entertainers: Burundian drummers South African choir Other drumming groups African Drama + Theatre Sudanese youth singers A letter will be prepared inviting involvement of the African communities in South Australia to participate in the market, if they would like to set up a stall. The Market and Marketing Target group The market has strategically been placed in an area of Adelaide which sits on the edge of both migrants from low income households and high socio economic households. The market seeks to connect the two groups living side by side, appealing to the wider Prospect community. It is hoped the market will appeal to tourists and families, who can provide an opportunity for their children and themselves to experience a taste of Africa in a festive, entertaining environment. Advertising and marketing material Includes banners, pamphlets, posters (at travel agencies), local newspapers, Radio Adelaide, partnerships with Small businesses in Prospect Places to market: letter box drop, bus stops, banners at the market, approach council to provide space for banners To attract people at the time of market: banners at the market, interesting products that are different from the rest of Prospect road stores, African entertainers to attract people
Operational Plan Venue and operational factors The market is proposed to be held at the Vine Street Prospect Plaza, a high profile public gathering place located next to the Prospect Council and Cibos. Power In conversations with the Prospect Council it has been discussed that the market would be able to use electricity from the main Prospect Hall building, if we need it for cooking or any other reason. Lighting As the market will run during day-light saving months, and closes at 9, extra lighting will not be needed. Noise Pollution Noise pollution will not be an issue for the following reasons. 1. Entertainers will only be there from 6:00pm 8:00pm when people are not trying to sleep 2. The nature of the entertainment means it will not be very noisy and there will be no PA system used after the first week of the market when we will launch it Rubbish and clean up Rubbish and clean up after the market on the Friday evening will be minimal. There will be almost no extra rubbish, as there will be only 1 or 2 food stalls. These stalls will serve very simply food and drink, requiring ony serviettes and cups not copious amounts of plastic cutlery and plates. If, at a later date it seems as if extra bins are needed, the market committee will purchase these. Toilets If held at the Prospect Plaza, the council has suggested they could open the toilets on a Friday night for the market to use, for a small fee. Public Liability Insurance As ACOSA are auspiced by Lutheran Community Care, and the market is delivered in partnership with them, the market will be covered under the Lutheran Church of Australia s Insurance Cover. This cover insures for Public Liability up to 100 million. It covers anyone involved in LCC activities in a paid or volunteer role, or on any committee associated with the LCA and any of its institutions including schools, organizations (LCC), aged care facilities, churches, etc. The policy states that these activities may include a fete, excursion, picnic, seminar, social event, tour, youth activity, catering and the like. The complete Lutheran Church of Australia insurance handbook can be accessed at: http://www.lll.org.au/html_services/pdfs/hand_book.pdf
Timeline for the event Time Activity 5:00-6:00 Stall holders arrive, set up stalls 6:00 People arrive, market begins 6:00-8:00 Performers entertaining any time within this time frame. 6:00-9:00 Simple food and drinks are served 9:00 Market finishes, begin pack down 10:00 Packdown finishes, space is cleared and stallholders leave. Training requirements Quality standards: Food There is only one specific standard that will impact on the African Twilight Market. This is the Food safety and food handling requirements. Thus, all stall holders involved in food at the market will need to have had training in this area. This will not be a problem because: 1. The stallholders that are involved in this area of the market work professionally in the food business. 2. The food being served is relatively simple to make and low-fuss, to keep risk low. Training stall holders: The following information/training would be necessary to all stall holders who participate in the African Twilight Market: Legal services commission awareness (legalities/insurance) Business skills Occupational health and safety Good customer service Food handling (for those involved with food stalls) A compulsory training workshop for all stall holders and people involved in the market will be held before the launch of the market.
Finance Costs involved (This section is a work in progress, the costing process is not complete) Set up costs Premises: Prospect Plaza PA system for the first week of market the launch Cost involved In kind by council LCC *Equipment trestles and chairs (hire or purchase?) $1000 *Training for stall holders $200 *Marketing promotional material $1300 Initial goods at the beginning- start up goods * = Covered by Prospect Council grant of $2500 On going Costs Power: Call out fee for Prospect council caretaker Up to stallholders Cost involved $40/week Trestles and chairs ongoing use and storage costs? Ongoing marketing costs printing extra fliers Importing products from Africa Ongoing costs of entertainers Weekly costs of Rubbish removal Public Liability Insurance $500/year Divided between stall holders who import In kind at the beginning will rise $50/week ^Project Officer SACS 4 Yr 3 (.2 FTe for 12 months) $9,436 ^Payroll management $3,110 ^Office space, including internet $1520 Covered under ACOSA/LCC ^ = Possible costs if a Project manager is employed, applied for funding via CBSA grant