We explain our fundraising strategies and how we report on the distribution of such funds.
The only way to raise millions successfully, will be to implement a well-planned business plan that involves the usage of advanced software. Enjoy Life app users that donate funds must also be rewarded for their financial contributions.
We use advanced smart phone technology to its fullest potential. The project focus on two aspects:
It is possible to save companies millions per month, and these cost savings (a percentage of it) can be passed on to the bedridden patients.
High gross profit on beverages
The other important action plan is to use products with higher gross profit margins to reward the public for supporting the patients. We know that companies often use products such as coffee or wine, in marketing as a tool to draw clients to their restaurants. Fuel stations also use similar action plans to draw clients to their premises.
With these two focus points in mind, we developed a well-planned business model that will enable us to support bedridden patients for years to come.
The Homecare team planned and developed software over a 4-year period to raise at least R53 million per month for patients. Our business plan is to re-invest a portion of the funds that we raised back into marketing projects so that we can ensure constant growth of the fund.
We hope to be conservative in our project plans. For example, we plan that it might take as two years to support 2 million app users. With more than 1 300 ambassadors (estate agents and financial advisors nationally), restaurants, fast-food businesses and with the accommodation industry as business partners to help distribute the app, together with radio campaigns and social media marketing which the Homecare team will manage, we should reach the 2 million app user target within the 2-year period. We will also entice the friends and family members of patients to help distribute the app amongst their contacts.
All the ambassadors, businesses in partnership and our media campaigns will explain to people that they can buy a steak at top restaurants for as low as R25. They will never, ever be able to book tables and get such great restaurant deals without the Enjoy Life phone app. The app will also offer exceptional fast-food deals.
Our business plan to support 2 million South Africans means that we will support less than 4% of our population. This may look like an ambitious target, but if you consider that almost 1 million South Africans are willing to drive to Bloemfontein for a prayer meeting over a week-end in April 2017, our business plan to find 2 million South Africans across all racial classifications must be achievable.
Remember that the Enjoy Life app is a Free app that the public can download. It is available to all LSM income categories. We invite anybody that can buy a cooldrink at a fuel station or food at fast-food companies to download the free app. The Foundation will support patients across all racial classifications, hence our marketing is aimed at all the people in South Africa. Companies who will benefit financially out of the Enjoy Life app will also be actively involved in the marketing of the Enjoy Life app. (We explain our distribution action plan later on page.)
Our intention is not to rely hugely on income generated out of the “Ambassadors” in general. These people play an important role that we explained to management teams.
A large number of marketing and call centre support is structured to help secure sales for people in the motor and property industries. Vehicle transactions will eventually only be 0.89% and property transactions will be 1.56% of the gross income we will generate.
R34 million from Enjoy Life app - beverage sales
The Foundation will partner with a large number of fuel stations, fast-food businesses and restaurants (not only the 105 restaurants that are invited during Phase 1 of the project). We foresee to partner with at least 1 500 different businesses nationally where the public can list beverages they bought via their phone apps.
Our media campaign is simple: “Enjoy Life, buy yourself a coffee or any other drink from our business partners and we can support bedridden patients. The profit on your first drink goes towards people in serious need”.
The effect would be that our 105 restaurant partners will receive commission on beverage sales that occur in other restaurants and fast-food businesses.
The growth of the network we people can list coffee or other drinks will also be pushed by consumers on the app. We start with the 105 restaurants and 210 fast-food businesses. We will use social media to invite more businesses. The phone app also asks users to recommend which fast-food businesses and restaurants they want on the app. They can list a business so that we can start with negotiations. The software will then mail the business owner a request to register. We will explain that we already have x number of requests from the public that they would love to include the specific businesses in the project. They want to help patients and prefer not to only visit other restaurants & fast-food businesses on the network. This will motivate the other business owners to register on the platform. They will be concerned that their clients might not support them in future.
The phone app software will remind app users when they enter businesses in partnership that it is easy to help patients… only take picture of till slip and enter yourself into the “Bucket List” drawings. Also, please remember to select one beverage you have purchased… it could even be a bottle water or cold drink. (The app can notify people using Google tracking technology and the app will therefore know when a person is in the catchment area of the restaurant or fuel station etc.)
The software is also programmed to monitor which “Bucket List” participants have not selected beverages during the last month. The app can ask them during the month to please support us. We will only engage with app users that are willing to use the “bucket List function”
The Foundation will receive small amounts per beverage via the software structure. We will reach R34 million per month if we monitor, encourage and manage beverage sales well (volume based income).
Short explanation of beverage sales:
We plan to support 2.3 million South Africans and 200 000 foreigners. We believe that almost 1 million users will only donate R6 (two items listed per month). There is also a large number of app users that will only list one coffee per month.
We explain later that the Homecare Foundation will use 2% of turnover to involve tourists. We believe that at least 10% of tourists will buy R100’s worth of beverages via the Enjoy Life app.
R4.5 million from South African Enjoy Life app users
We plan a fairly large percentage of income out of support from the public. We know it is possible since we use phone app technology specifically designed to support us in our fundraising drive.
We expect great results as we thank each app user for supporting the Foundation when we receive donations. We immediately provide feedback on how donations are utilized to support patients.
The process will now be as follow:
Enjoy Life app user can inform restaurant or fuel station that he/she wants to donate funds towards the Homecare Foundation when they order meals or want to pay for products they buy from the fuel station.
All the companies we partner with can list “donation towards the Homecare Foundation” as an Item on their billing systems. (Non-VAT item)
It is almost like buying “airtime”. You tell the waiter or person at the till you want to donate R20. They bill you with all your other items you buy.
You pay your total bill with your FNB card, hence you actually earn e-bugs on the transaction. FNB reward you on your spending and they do not give you e-bugs for specific items. If you tip the waiter and you pay the bill with your card, you earn e-bugs on the tip amount as well.
The Foundation does not compete against any Loyalty program.
We expect reasonable support from the public. We want to point out that we truly believe it is possible to get 2 million app users out of our 50 million population. There are such a huge number of people that lives in our country and that are concerned about our economy. If more than 1 million people can drive thousands of kilometres just for a prayer meeting during April 2017, then we believe to support 2 million people with what is important to them… helping them to Enjoy Life and simultaneously help patients will without any doubt enable us to reach 2 million targets. We make it easy for people to donate and we can explain that people often pay R10 per day towards car guards. To donate R10 per month is a reasonable request!
We know that only a percentage of the app users will make small donations. We believe that 200 000 users will on average donate R5 per month, 150 000 users will donate R10 per months and 100 000 users will donate R20 per month. This will bring in R4.5 million towards patients.
R5 million from Foreigner Enjoy Life app users
There are more than 15 million tourists on holiday per year in South Africa and we believe with the correct media campaigns that they will donate to help patients
Tourists will be informed that South African companies stand together to assist our government who do their best to support a large number of South Africans with social grants. We go the extra mile to help people in frail care. Our Rand/dollar exchange rate make it affordable for tourists to make in their mind small donations. We might reach R5 million with the correct media campaigns behind the project (50 000 tourists donate on average R100).
R19.575 million from Enjoy Life app media support
Media is highly expensive for companies. Google Cloud Messaging (GCM) or better known as “Push notification technology” that we use in the Enjoy Life app to support companies, enables us to offer better media support, at a lower cost structure. Media is important for companies and it will be foolish for companies to stop with marketing, especially when the economy is under distress.
The Homecare team negotiates with numerous companies to support the Foundation. We ask business owners to donate 30% of the amount we saved in marketing costs.
The Foundation can earn up to R12 000 for patients from a large business with R80 000 media spending, if we can reduce their media costs with 50%. The balance of the cost saving (R28 000) will be additional profit for the business owner.
We hope to support at least 1 500 larger businesses with such huge cost savings. The Foundation will also support smaller businesses for example the Video shop that rent out movies. There are smaller businesses that can hardly afford media costs at the moment. We expect to receive on average R350 donation per month from small companies.
We forecast to work with 4 500 companies nationally. Companies in small towns might donate R100 per month towards bedridden patients. We provide free media and ask for donations towards patients. Business owners will help, as they know we help people in their communities. (The community might support them for looking after vulnerable people)
Our plan to develop media software has three important benefits:
One is to help companies save money.
It helps companies that cannot afford media, to use it in order to increase business. An example would be a Video shop can in future message residents in their catchment area of new movie releases which might increase rentals of new releases. The video shop can also reach tourists and South Africans from other towns who are on holiday in the area…
The most important benefit is that we can convey to South Africans and to foreigners the actual shortcomings that caretakers have on their budgets to support bedridden patients. This is truly important. The reporting even includes how many people did not receive our financial support for a specific month due to the fact that we could not verify that these patients were still alive.
Our commitment towards caretakers is simple. We distribute the available funds proportional to shortfalls on their budgets if we were able to confirm that the patient is alive. There are procedures in place to monitor this. We manage funds we raised from companies in the private sector as well as donations from the public. Caretakers know that they can only rely on whatever donations we were able to raise. We are confident that exceptional reporting systems will encourage the public to support on a larger scale. We also know that reporting back to businesses we work with will also help to increase support.
Free media support:
We also update readers about our action plan to support a large number of companies with free media support. These companies are accommodation companies and companies that offer services to tourists.
We know that a large number of these companies will eventually also donate to help patients. They are our clients and we do provide free support. They however save money and they will receive our monthly progress reports, explaining the financial need of people within their communities.
We want to point out our action plan to support accommodation companies with the Enjoy Life app. We believe it is an important service to offer accommodation opportunities to tourists and then also to South Africans who go on holiday or who might need accommodation for business trips. It is a service that will increase the value of the Enjoy Life app.
These companies will eventually make larger profits when they use the Enjoy Life app. We will provide them clients for whom they do not need to pay Booking fee commissions. (There are booking agencies that charge accommodation companies up to 17% booking fees.)
We have an implementation plan that we negotiate with accommodation companies. This implementation plan will also help the Fast-food and other businesses. (Remember that we do a lot to ensure that people download the app for free). The TOTAL cost savings that the Accommodation companies will receive will be implemented over a two-year period.
The following example explains:
Accommodation company offers a room at R1 350 per night. This is the asking price that booking agencies advertise. There are numerous booking agencies and they all ask different rates, but the average is 15% per client.
When a client book via Bookings.com, the accommodation company will receive R1 350 minus R202.50 (15% booking commission)
= R1 147.50
Our strategy is to use the Enjoy life app with a media campaign. When you book via the Enjoy Life app, you will receive 10% discount from all the companies listed on the Enjoy Life app. The asking price is R1 350. Client pay at accommodation company R1 215 and save R135 per night. The accommodation company will immediately also receive more money per booking (between 5% and 7%).
We will a year later offer 5% discount on all bookings and eventually not offer discounts at all. This will help accommodation companies during the tough period in our economy and they will eventually make larger profits.
We know that none of the existing booking agencies will be able to offer similar deals. Remember that accommodation companies needed to increase their asking rates to accommodate booking agencies. There is no booking agency that can function without booking fee commissions. They will also not be able to force the entire accommodation industry down in their asking prices so that they can advertise a 10% discount on all bookings made via their booking platform.
We view accommodation companies as business partners and we develop functions that only phone app technology can do, to help them do more effective business.
One such function is to use “Push Notification” technology to notify tourists (People that travel and manage their own bookings) when they have rooms available. Tourists that drives into a town will receive push messages from accommodation companies that are not fully booked. This will help accommodation companies to make contact with people in need of accommodation and the service also help the tourists. They will not phone companies that are fully booked.
Raise at least R1.26 million per month from more than 3 000 fundraising events per year
One of our other focus points in this project is to assist the 1 000 Estate Agent Ambassadors with smaller fundraising events. An event could be as small as 10 kids playing a chess match to raise R300 for the patients.
We divide our fundraising events into 3 categories:
We plan to host at least 3 large events similar to “Afrikaans is Groot” or Huisgenoot Skou Spel etc. We develop software to support event companies and the musicians in our country.
We will represent all the different diseases. We will help Cancer patients, Alzheimer patients, Motor Neuron patients…any patient that became in need of “frail care” support. We therefore believe that South Africans will support our larger fundraising drives.
Our plan is to host at least one large event per year in Gauteng, Western Cape and in Kwazulu-Natal.
We will also host smaller fundraising events where we for example invite 2 artists to perform in larger towns across South Africa. (Nelspruit, Klerksdorp, etc.)
The Enjoy Life phone app will be used to notify people about the events. We expect to raise R8.5 million per year after artists and event costs has been paid.
Our target is to host at least 120 golf days nationally per year. Each property principal is tasked to host one golf day per year in the city/town they represent.
The Enjoy Life app will be instrumental in the golf day invitations. The property principal will invite all our other business partners using the phone app in their area. Each business partner will be asked to bring their clients. Example of such business partners is the Spar owner, the butcher, the hairdresser, the list of companies is almost endless. Business partners who do not play golf themselves will be asked to invite their clients that do play golf to participate.
The golf day will be advertised for example as a Re/Max/Homecare or a Propertycoza/Homecare golf day. It is a golf day in partnership with the property company. We expect to raise on average R14 500 per golf day (R1.7 million targets per year).
Estate agents working for the property companies are tasked to support us with smaller fundraising drives.
Each agent is required to host at least 1 event every three months (Between 3 to 4 events per year).
With more than 1 000 “Ambassadors” the Foundation will exceed 3 000 fundraising events per year. These smaller events are more focused on ensuring that the Foundation and the Enjoy Life app remains well-known.
The Enjoy Life app will also play a critical part in the smaller fundraising projects. A large focus point is to involve school kids and students in these campaigns.
Our objective is that estate agents should teach kids to value life. Children must be aware about the fact that people often get into positions where they need frail care support. We want to teach kids that they should save their money to buy things they want in life.
The following example explain:
Estate agent decide to host a chess competition amongst 10 school kids.
Agent is listed as an official “Ambassador” and has a reference number on our system.
Agent will list the competition on our platform as an official fundraising event. The board will provide her with a letter to confirm that we will support her with the event she administrates.
If she needs additional players, she can request that we push a notification to all the school kids in her catchment area so that she can invite additional players.
She hosts the event with R500 prize money for the winner. The winnings will be utilized to help winner with his/her “Bucket List item”.
Each player donates R100 and use the agent’s reference number when they donate.
The Foundation receives R1 000 in funds and we wait for the agent to notify us who the winner is.
The winner will be asked to list a “bucket list item” he/she would like to fulfil. We know that kids will plan “bucket lists” totally different from what adults would do. They will list that they want to buy a “skateboard” or expensive clothes etc.
The Homecare Bucket list team will contact the winner and inform him/her that we will use the R500 to help with one item. We will select an item where the cost is still more than the winnings. For example, the kid wants to buy a “skateboard” and the cost of such board is R1200. We will ask our partner supplying sport equipment for a small discount to help the child. We might now get the skateboard for R900. We will then inform the winner that he/she needs to save R400, so that we can help him/her to buy the “skateboard”
The Foundation will only receive R500 after the prize money has been deducted.
We will also allocate R150 towards the estate agent’s bucket list fund for hosting the event. The nett effect is that the Foundation will only receive R350 for the entire event.
Most organizations will not put in effort to raise such small amounts... We however believe that it is truly important to support even the smallest event. We need advanced software for this action plan. The software needs to integrate with the financial systems and with the bucket list software. We cannot manage thousands of events without software where we need to track the funds raised and link it to the correct agent and to support the winner of such event.
Hosting the smaller events will also have other important benefits.
First, the school kid will learn a valuable lesson. The Foundation can help bedridden patients, but with all the energy combined from thousands of companies, we can never fulfil in the patients’ financial shortfall. We can only help the patient partially. It is the same with the child. We work in partnership with companies to help the kid, but he/she still need to save money (hopefully work for it) to be able to tick his/her “Bucket list” item.
We also allocate 15% of the smaller fundraising event’s funds towards funding the estate agent’s bucket list items. We want to encourage estate agents to host more events. They might host for example a mini cricket event or cycling events etc. The agent might raise R10 000 out of certain events. The 15% commission enables us to help the agent tick his/her own “bucket list” items. We implement a simple business plan. An agent can save R15 000 during a year by hosting medium size events. We negotiate discounts from our other business partners to help the agent eventually tick fairly large “bucket list” items.
We expect that the estate agents will eventually host much more than 3 events per year. We encourage them to interact with schools and this will help them in their businesses selling/letting properties as well.
We will receive an additional R1 050 000 donation income per year if we only host 3 000 smaller events and we only receive R350 per event. We believe that larger events will bring in up to R10 000. We might host op to 6 000 events if we plan our structure well.
Our objective target of R1.26 million per month from all 3 Categories of fundraising events will therefore be achievable.
Homecare Foundation re-invest a percentage of funds raised into projects to help secure a constant growth in funds
5% of funding towards restaurant deals
We explain this important action plan in detail. The Enjoy Life app’s success depend on our ability to offer items that people want at such low rates, that they will download the Free app.
The app is developed with a function where you can get access to great deals, if you are quick enough to book the exceptional deals. There will always be one or two items at extreme reduced rates and more items at normal reduced rates.
If the app user was fast enough to book one exceptional deal, the phone app will automatically keep exceptional great deals away for a month to allow other app users also a chance to great deals. The app user will still be able to book good deals during that month.
We decided to invite 105 restaurants strategically positioned in our country to form the basis of our restaurant strategy. We need at least one restaurant per catchment area to make this project a success. All the restaurants nationally will have access to the Enjoy Life phone app and we will provide free marketing support to all. (We only negotiate the gross profit on the first drink a client ordered if the client is willing to rate the services they experienced. There will be people who use the app without the intention to rate services… we know this and it does not matter. We help restaurants with all their marketing projects.)
We know that people tend to follow others. If we have the best restaurant on board in the area, the other restaurants will immediately follow… even if they do not receive financial contributions. We explain to restaurateurs that we need to use a separate Homecare team that work closely with them to help plan how the 5% could be best invested to benefit both parties. Restaurants are usually fully booked on Friday and Saturday nights, so we need to use the available funds to draw clients perhaps for Sunday nights or nights during the week.
The Foundation will partner with 48 restaurants in the larger cities and towns. These restaurants will eventually receive R43 109 per month to help construct exceptional restaurant deals only available on the Enjoy Life app.
This example explains:
Menu price of steak is R140. The actual cost to provide such steak is+ R60. The Foundation want to advertise the steak for only R25 to the first person that book the steak via the Enjoy Life app. There is a shortfall of R35 to help the restaurateur in the project.
We will be able to arrange 1 231 restaurant guests per month if we need to fund only steak specials out of the R43 109. The restaurateur will collect the R35 shortfall from the Homecare Restaurant fund. This is a huge number of guests that we will source. Remember that the guest will bring a partner… and perhaps children. We will source 58 tables per day if we exclude Friday and Saturday nights. We will obviously advertise different menu specials. We might source more clients if we subsidize other menu items.
Our focus is to systematically help the restaurateur to receive profit on the specials. The restaurateur will eventually receive the full menu price and will have a full restaurant every day it is open. The Enjoy Life app users will receive specials that can even be offered at a lower rate (for example R10 per steak) and the Foundation will fund the shortfall.
We will always support the restaurant, even if the restaurateur is doing exceptionally well. It is part of our strategy to support patients. People should Enjoy Life, and great restaurants can help us with this task.
We publish this detail so that management teams and sales executives could see why we are successful in our restaurant negotiations. We ask these restaurateurs to support us when we launch the Enjoy Life app. They will notify all their clients that with the Enjoy Life App, the restaurateur can offer exceptional specials. The restaurateurs know that their direct opposition (restaurants in same catchment area) does not have access to restaurant funding that we will provide. They therefore work with other restaurants in partnership to help themselves in the project.
We know that in future, one restaurant per catchment area will always be full. The rest of the restaurants will also receive clients, and they will benefit based on their registration process (restaurants that join earlier get better media exposure). With the best restaurants on board, the rest will follow. They cannot allow themselves not to be positioned on technology that other companies outside the restaurant industry push towards the public.
This information should also inform readers why we believe it will in future be extremely difficult for other companies to follow us in our business plan. There are only so many restaurants in our country… (There are a lot, but once we work with the best, they will be loyal towards our Homecare project plan).
8% of funding towards fast-food deals
The Foundation will donate up to R5.3 million into 210 fast-food businesses. Fast-food businesses have a lower cost, compared to restaurants, to provide products.
The Foundation will be able to construct more than 353 720 fast-food deals per month if we have to donate R15 towards meals to help reduce costs for Enjoy Life media campaigns. This will help to ensure that the app remains in usage for years to come.
2% of funding towards campaigns aimed at foreigners
It is really important for us to work with tourists. They will support our restaurant partners and we can better support companies providing unique services such as Bungee Jumping, Shark diving companies etc.
The Foundation will use up to R1.3 million per month to construct deals for tourists. They will receive discount vouchers or even lucky draw prizes where they can use some of these facilities free of charge.
The value of the prizes (combined) will be much more than R1.3 million in cash we will contribute. We negotiate discounts etc… similar as what we do in restaurants.
We believe the best way to raise funds out of tourists is to implement an action plan where we help them to Enjoy their time in South Africa. They will support our patients if they understand that we work hard to earn funds and we prefer not to beg for funds.
5% of funding towards “bucket list” campaigns
We will support about 500 app users per month when we reach our R3.3 million “Bucket list fund” target to be distributed amongst “bucket list” winners. Our intention is to award small amounts on certain bucket list items that could be as low as R2 000. We will also support selected winners with up to R80 000 to fulfil a “bucket list” item.
We will use a “bucket list team” of 10 employees just to support winners with negotiations. Most of their communication will be with existing business partners that we invite into the project. The Bungee jumping companies and the shark diving companies for example will know that for “bucket list winners” we often need discounts. (We help them free of charge with all their marketing actions)
The winners must always save money to help fulfil an item. We negotiate discount and subsidize a portion of their costs.
The bucket list campaign will make a positive contribution to all the companies involved and will benefit the bedridden patients tremendously.