Problem: Hope Blooms is an organization that sells dressings from products grown in their own garden. Once the company developed a registered charity, the main focus of the organization shifted towards earning enough to build their charity and invest in a low-income neighborhood. Hope Blooms has a new distribution deal with a local grocery chain, which increased profits, but since the stores keep selling out the growth of the company is being stifled.
Other problems facing Hope Blooms was finding a way to provide stable employment for their youth members, and the need to increase their profits to continue to expand their activities (McKee, Pancer, & Hervieux, 2016).
Analysis: Hope Blooms carries a positive message, which can have direct impacts on the lives of the youth living in Nova Scotia. Currently, the charity only has fifty volunteers, which is a nice number, but more volunteers will increase productivity while keeping the payroll the same. Jessie Jollymore has been cautious, yet brave with her business decisions thus far, because each year she has been able to add to the number of dressings produced, or the various charitable activities they conduct throughout the year. The biggest cost for Hope Blooms is its rent.
Alternatives:
Recommendations: Hope Blooms needs to stretch their ideals to all of the schools within their immediate community. This will build connections throughout the community, which will allow Hope Blooms to have more sustainable work for youth members and for some young adults. This type of marketing can tap into the local community to care for the gardens and the green houses in a way that will allow the charity to function, while providing positive experiences for the families who participate. To minimize the cost related to rent, Hope Blooms should consider purchasing a location to serve as their headquarters.
My Learning: In general, Jollymore has been a cautious leader, who has made great progress while taking the time to slowly grow. All of the separate charities will link more and more people to the charity, and empower the community as a whole. Marketing platforms can be focused on the various charities including the community garden and greenhouses, Fresh Herb Dressing Program, Junior leadership development, Community suppers and soups for seniors, post-secondary scholarship program, and community investment.
References
McKee, M., Pancer, E., & Hervieux, C. (2016). HOPE BLOOMS: MARKETING A SOCIAL ENTERPRISE AFTER DRAGONS’ DEN. London: Richard Ivey School of Business Foundation. Retrieved from www.iveycases.com
