BUSINESS PLANBUSINESS PLAN

2011

• VISION

• BACKGROUND

• MISSION

• BUSINESS STRATEGY

• MARKETING STRATEGY

• FINANCIAL SUMMARY

CONTENT

The journey continues…

PROJECT WILDBIRD® was only the beginning… Need to position ourselves to fill the missing gaps in promoting the bird feeding industry.

Must build a foundation for a digital strategy to meet our goals.

WBFI RESEARCH FOUNDATION

GOALS

To expand the number of people engaged in the hobby of feeding wild birds.

To remind current birdfeeding enthusiasts to remain active bykeeping their bird feeders filled.

To cultivate the next generation of

hobbyists through education on how to

successfully feed wild birds.

Why do you feed birds in the wild?

“Bird feeding makes me feel happy and generous…”

-Nine year-old girl from Entwine Inc. focus group…

IN ORDER TO MAKE OURMEMBERS FEEL MORE

GENEROUS…

We have some questions wewould like to answer…

Why don’t WBFI members see the Foundation’s promotion program anywhere?

We are getting to that…

But before we started…

We needed direction…

Why should dollars be diverted from their proprietary campaigns into this campaign?

Industry focus on informationabout wild bird feeding.

Not on marketing…

Company focus on individual blends and products.

vs.

The Benefits and Joy of Wild Bird Feeding!

Stress Reduction…

Responsibility…

Companionship…

Sustainability…

Fun…

PROFESSIONAL ASSESSMENT

The Foundation contracted with Entwine Inc. to gather information from Audubon, Cornell, NBFS, etc., on the use of various media that:

Promote wild bird feeding Stimulate a media buzz about bird feeding Reaches current and potential customers related to wild bird feeding and related products.

Opportunities are Significant. There are many gaps to fill…

“Industry online environments…Websites and Facebook…focus on the beauty of birds…

The were no photos of people and families integrating with birds…”

MARKETING STRATEGY

Re-brand the organization to visually project a new image and message. Define the desired target market segments. Hone the specific marketing messages. Revitalize the existing website, http://www.projectwildbird.org, with fresh, stimulating content and resources. Create a suite of marketing materials to disseminate appropriately. Develop an Education Kit as a free marketing tool.

To be presented by Ira Kauffman of Entwine Inc…

MISSIONTo develop and promulgate an education program to share the results of PROJECT WILDBIRD® research project with consumers across the US and Canada…

More specifically, the Foundation has the potential and intent to make an impression onpeople with its message by exposing them to a broad range of touch points including: websites, magazine articles, media coverage, social media, activity and lecture and conference audiences.

15-20 million

MISSIONTo accomplish this and to support future initiatives, the Foundation requires a continuous infusion of fundsfrom its supporters, which have primarily been companies in the industry, as well as a steady flow ofdonations from the general public.

FUNDING NEEDSBased on preliminary analysis, the Foundation’s short-term annual budgetary requirements rangebetween $150,000-$200,000.

50%

20%

15%

10%5%

IndustryGrantsNon-IndustryWBFIIndividuals

Keep in mind… Facebook has not been used effectively for consumer education. Twitter uses a bird as its logo. It is a perfect fit for the wild bird feeding industry!

Wild bird feeding has not been marketed to be perceived as “fun.”

Video has not been used as a tool for engagement and information dissemination.

Sites are not interactive for youth. Wild bird feeding as a sustainable/eco-friendly/green action has not been utilized as a focus. Only now are we seeing celebrities surface as birders…and a movie…The Big Year!

That’s Edu-tainment!Each age group has multiple channels to distribute the message… Youth spend 5.5 hours online per day. Young professionals have deep penetration in mobile and social media. Parents/Young Families: Moms are on the run and want information delivered quickly and simply, in real time (mobile alerts). Baby Boomers: 75% strong usage of Facebook and other social media. Retirees: Great growth in usage of internet.

Success will be determined by choosing the best message and media per group…

CONCLUSION The potential to engage more people in the

bird feeding category is tremendous… There are so many homes that have no

feeders… There are so many feeders that need to be filled more often…

Invest together to grow this incredible hobby!

Discuss your thoughts and ideas... Ask us more questions…

Meet with the RF Trustees…

ENJOY THE WBFI CONVENTION!

BUSINESS PLANTHANK YOU!