Marc Spencer, CEO, Juma Ventures Lecture 18Feb2010 Center For Socially Responsible Business Lokey Graduate School of Business, Mills College View the video: http://vimeo.com/10043808

2. Juma Ventures empowers youth to make successful transitions to independence in
adulthood through an innovative program that integrates employment in social
enterprises and essential support services to prepare youth for success in
pursuing higher education. Juma’s mission is to break the cycle of poverty by
ensuring that young people complete a four-year college education.

3. Value Proposition
We challenge the norm of persistent education and economic failure in
low-income communities by delivering a unique and innovative three-pronged
comprehensive program that offers employment in social enterprises we own and
operate, financial education and asset building, and a college access and attainment
pipeline.
Investment in the education of low-income young people reverses the trend of
urban gentrification and decay as these individuals return to their neighborhoods
with college degrees, employment, and the economic means to purchase homes,
pay taxes, and raise a family not living in poverty.

6. Juma Ventures - Stadium Concessions
A business partner:
• Juma Ventures operates as a traditional subcontractor at professional and college stadiums,
under the direction of the master concessionaire.
• Juma has established long-term, profitable relationships with Aramark, Levy Restaurants,
Centerplate, and Sodexho over the past 15 years.
A non-profit social enterprise:
• Juma operates concessions with a double bottom-line objective.
a. To achieve profitability while providing professional services.
b. To provide job experience and life training to disadvantaged youth, who are working towards
college acceptance and graduation.

7. What & Where We Operate
Stadiums Cart Operations Vending Operations
Coffee Ice Cream Nuts Ice Cream Coffee Ice Tea Nuts Soda Water
4 locations 4 locations 3 locations
AT&T Park (Centerplate) (Tully’s) (Dreyer’s) (Emerald) yes yes yes yes
1 location 4 locations
Monster Park (Centerplate)(Starbucks) (Dreyer’s) yes yes yes
McAfee Coliseum
(Aramark) yes yes yes
1 location 1 locations
Oracle Arena (Levy) (Starbucks) (Dreyer’s)
CAL Memorial Stadium yes yes yes yes
(Sodexho) (Dreyer’s) (Stadium) (Coke) (Dasani)
Qualcomm (Centerplate) Dreyer’s Store & 12 push carts yes
yes yes Yes Yes
Infineon Raceway (Levy) (Dreyer’s) (Cocoa) (Coke) (Dasani)

8. Enterprise Corporate Partners
Product Relationships Concession Relationships

9. Current Concession Business
On average, what does a Juma youth
make per game?
Cart Employees Vendors
• Earn $9.40/hour • Earn > of 10% of sales or
• Daily bonuses $9.40/hour
• Scheduled 27 games on average • Daily/seasonal bonuses
• 2009 average cart employee made • Scheduled 27 games on
$1,531.78 and worked an average average
of 5.9 hours/shift • 2009 average vendor made
$1,430.41 and worked an
average of 4.0 hours/shift

10. Stadium Concessions
Revenue History
1800 250
1600
200
Revenue (in thousands)
200
1400
Number of Youth Jobs
180
1200
150
1000 132 131
125 128 128
1,571
800
91 100
1,309
85
600
65
870
400
757
728
725
718
703
44 50
679
34
25 28
406
200
356
260
175
155
0 0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

11. Financial Impact
2008 Juma Net Sales: $1,445,285
Juma manages all general business costs:
COGS: 256,806
Youth & Staff Labor (training, payroll, management, fring: 647,561
Insurance & Other Operating: 142,788
2008 Fees Paid by Juma to Concessionaire: $508,346*
Total Juma Expenses: 1,555,501
Profit/Loss: (110,216)
Concessionaire costs:
Provide adequate secure space for hawking operations and storage of product/supplies
Addition of Juma operations into event cash bank distribution and collection, plus laundry service.
*Sales split determined with each concessionaire contract, 2008 average concession fee of 32% per all combine accounts.

12. Revenue Creation
Since 1994:
2,500 jobs created
$9,000,000-income generated by business
$1,416,161-youth wages earned
Sustainability:
$1,300,000-income generated in 2008
Scale:
2-social enterprises under management in 2006
8-social enterprises under management in 2008

14. Learning and Challenges
Business Model Dynamics – Juma has limited strategic influence
Team/Ownership’s Role
Selects and approves all corporate sponsors, including food items
Hires Master Concessionaire to operate all in-stadium food service and merchandising
Receives a significant percentage of all food and merchandising sales
Master Concessionaire’s Role
Based on a sponsor’s contract with the team - make sure the terms are met
Concessionaire selects and approves sub-contractors, like Juma – one-year contracts
Juma is then hired based on the Concessionaire's specific operational needs
Master concessionaire sets subcontractors financial rates
Sub-contractor, including Juma, pays Master Concessionaire 30%+ of its gross sales

15. Learning and Challenges
Business Model Dynamics – Attendance: 100% out of Juma’s control
Core Attendance Matters
Team’s Competitive Ranking (division winner or loser)
Weather Implications
On game day, presents a 20% delta in either direction
Juma sells niche, specialty items only
Special Events – drives attendance
All-Star Games (one time events)
Premium teams (Yankees, Boston Red Sox)

16. 2009-2010 Enterprise Plan:
Executive Summary
• Continue to grow the top and bottom line of the enterprise
• Expand to two (2) new locations
• West Coast-San Diego Padres, LA Market or Arizona
• Formalize existing concession relationships
• Develop new corporate partners
• Formal relationships with sport team owners

18. College & Career Services
Juma offers programs that provide youth with exposure to college and
career options. We take youth on college tours on campuses throughout
California and on career tours with major Bay Area employers.
Throughout their participation we offer after–school tutoring, academic
advising, and skills for success workshops. During their senior year, we
provide assistance with college applications, scholarships, financial aid, and
support youth in the transition from high school to postsecondary
education and career paths as they enter adulthood.
In recent years, more than 90% of Juma’s youth graduates have
successfully transitioned to college. Most Juma youth participants have
been the 1st in their families to attend college.

19. Positive Relationships
Juma delivers services to youth in a case-management structure, where each youth
develops a strong relationship with a member of Juma’s staff. Juma’s Individual
Development Managers perform individualized needs assessments and work with each
youth to create an Individual Development Plan that sets future goals and breaks
down the steps to achieving them. Each of these staff members is a Masters-level
professional.
The relationships and bonds that form between youth participants and Juma’s staff are
lifeblood of Juma’s program the glue that brings all of Juma’s services together. Often, the
Juma staff are among the only adults in these young people’s lives that help to raise their
expectations about their abilities and encourage themto strive to reach their full
potential.

20. Financial Services
Juma launched the US’s first Individual Development Account (IDA) program
for youth in 1999. Juma provides savings accounts for youth to invest toward
college and other future goals, complements these accounts with financial
education that helps youth develop money management skills, and then matches the
youth’s savings when their funds are used for college expenses, starting a small
business, and homeownership.
At present, Juma’s youth participants have opened more than 1,000 IDA and other
bank accounts, have saved more than $650,000 of their earnings toward future
plans, and have accessed more than $840,000 in matching funds toward asset
purchases. 70% of these funds have been used for postsecondary education, 25% for
micro-enterprise, and 5% for homeownership.

22. Finance and Funding
In 2009, our goal is to raise $3,878,300 from philanthropic sources. Of this amount, $3,106,137 is expected to be
allocated to the 2009 operating budget, with an additional $772,163 to be secured against the 2010 budget. This plan
projects that revenues will come from the following sources:
Source % of total 2009
Goal
Foundation Grants 68% $2,647,813
Corporate Grants 11% $430,000
(Includes event
sponsorships)
Public Grants 12% $447,223
Individual Donations 6% $219,264
(Includes events)
IDA Match Funds 2% $60,000
“Other” Revenue 2% $74,000
Sources*
Total 100% $3,878,300

28. To expand upon Juma’s successes
in the Bay Area California and
maximize impact with youth and
in our field, we are currently
developing plans to replicate our
stadium concession venture
nationally, at major sports
stadiums and venues across the
US. We plan intend to expand the
Field Of Dreams Initiative to
provide opportunities to youth in
stadiums and cities across
America.