1. Learn and Earn Project
A Memorable Father Daughter Dance Benefiting the
Ross Heart Hospital, Columbus, Ohio
Olentangy Liberty High School
3584 Home Road
Lila Appaya, Ashley Mager and Katie Best
April 25, 2015
2. TABLE OF CONTENTS
I. Executive Summary.................................................................................. 1
II. Introduction.............................................................................................. 2
III. Analysis of the Business Situation............................................................. 4
A. Trading Area Analysis...................................................................... 4
B. Market Segment Analysis................................................................. 6
IV. Planned Operation of the Proposed Project................................................ 8
A. Proposed Organization..................................................................... 8
B. Proposed Product or Service........................................................... 12
C. Proposed Marketing Strategies........................................................ 14
D. Projected Budget............................................................................ 17
1. Projected Operating Budget....................................................... 17
2. Rationale for the Projected Budget............................................. 17
V. Outcomes ............................................................................................... 19
A. Describe Project Implementation, Unusual of Unforeseen Challenges
or Success and the Methods of Handling Them................................ 19
B. Learning Outcomes........................................................................ 22
C. Earning Outcomes.......................................................................... 24
D. Recommendations for Improving the Project.................................... 27
1. Recommendations for Future Projects........................................ 27
2. Plans for Improving the Learning and Earning
Outcomes of the Project............................................................ 28
VI. Bibliography........................................................................................... 29
VII. Appendix ............................................................................................... 30
3. Learn and Earn Page 1
I. EXECUTIVE SUMMARY
Revenue Expenses Profit
$8,426.75 $2,113.66 $6,400.02
Service: The Ross Heart Hospital Father Daughter Dance,
aimed at providing fathers and daughters with a superior ser-
vice while raising awareness and proceeds for the Ross Heart
Hospital to further research on cardiovascular diseases,
in honor of Keith Best. Keith Best is Katie Best’s father, who
passed away this last year due to an unexpected heart attack.
At the dance we also had various products like, bouquets of
flowers, raffle tickets, picture strips from a photo booth and
promotional giveaways. In order to create a superior service
for our consumers we modeled our business after the Walt
The dance comprised of the following:
• DJ • Flowers for Sale
• Photo Booth • Free Giveaways
• Diamond Necklace Raffle • Hors d’oeuvers and Deserts
• Guest Speakers:
o Dee Miller, former football player for The Ohio
State Buckeyes and The Green Bay Packers.
o Anne Stockton, employee at the Ross Heart
Hospital and Peter Mohler, Physician at the
Ross Heart Hospital.
1. Ticket Sales- $3,451.90 3. Flower Sales- $600.00
2. Jewelry Raffle- $650.00 4. Photo Booth- $210.00
1. Entertainment- $450.00 3. Promotion- $95.00
2. Food & Catering- $1,155.77 4. Decorations- $184.07
Learning: Gained communication, decision making,
leadership, marketing and managing skills.
• Learned how to supervise activities and communicate
• Gained quick decision making skills and applied them
in situations throughout our project
• Learned how to take on leadership positions
• Learned how to organize and manage an event
• Learned how to effectively target a market
Earning: Total Number of Guests at the Dance: 562
Place/ Distribution of the Dance:
• Held At: Olentangy Liberty High School
• Direct Channel: Sold Pre-Sale tickets directly to the
girls at each of the elementary schools and sold tickets
at the door of the dance directly to the fathers and
Promotion of the Dance:
• Target Market: Parents and their daughters who are
enrolled in either Tyler Run, Indian Springs or Scioto
Ridge Elementary Schools.
o Displayed a total of 3 banners and 7 posters
at each of the elementary schools.
o Sent a flyer home with each of the girls.
• Personal Selling:
o We hired classmates to sell pre-sale tickets at each of
the three elementary school lunches. During the
lunches our employees not only sold tickets but
promoted the dance through word of mouth to our
• Direct Marketing:
o Sent out emails to the parents through the
• Public Relations:
o We created an Instagram and Facebook account
along with a website to inform potential and
previous clients of upcoming fundraisers and news
updates about our business event.
• Number of employees: 31
• Type of management: horizontal organization
Sources of Fundraising in Order to Meet Budgeted
• Sold Ross Heart Hospital Draw String Bags and raffle
tickets an I-tunes gift card at one of the football games
• Sold raffle tickets for $10.00 for a basket at a basketball
• Partnered with Yabo’s Tacos and received 15%
of the profit from the Dine and Donate
• We received funding from businesses and private investors
Sources of Revenue from the Dance
Anne Stockton, a guest speaker,throwing giveaways into the crowd.
4. Learn and Earn Page 2
This year for Learn and Earn,
we knew without a doubt that we
would host the Father Daughter
Dance like last years DECA chapter
did. However, this time we planned
to expand our target market to 3
schools and work specifically on creating a superior brand
for the dance. In turn, this will give the dance an excellent reputation and increase profitability.
We also decided to change the charity the dance is benefiting to the Ross Heart Hospital, in honor
of Keith Best, our Liberty DECA member Katie Best’s father, who passed away last year due to a
sudden heart attack.
Our first step in planning the dance was to create objectives that would help us stay on a
successful track throughout the process. We created two main goals; the first, to raise money for
the Ross Heart while spreading awareness about cardiovascular diseases. This goal is oriented in
the earning side of the dance and while it is still important, we focused more of our energy into the
emotional aspect of the dance, therefore the second goal being to create a magical night for fathers
and daughters to bond. Along with this theme, we decided to model our company after
Walt Disney due to its success in the entertainment industry as a result of its outstanding customer
service. We will integrate Disney’s core values of safety, show, courtesy and efficiency throughout
our own business venture in order to mass-produce customer satisfaction. Through our operation,
we will enrich the lives of children and families while giving back to the community. As apart of
our brand, we created the slogan, “Follow Your Heart” to show customers and employees the focus
of our company, which is to abide by what you love. Families have strong bonds, therefore we
focused on using this to encourage good health. Determining these fundamentals helped to create a
Ross Heart Hospital, Ohio State University
5. Learn and Earn Page 3
precise objective that guided all of our company decisions.
Throughout the project, we communicated with Anne Stockton, Senior Financial Analyst
at the Ross Heart Hospital, who assisted us with any needs for our event or questions we had re-
garding creating our research fund for the Ross Heart. Mr. Rees, our DECA advisor, was another
influential expert whom we consulted with about any major decisions or situations to ensure that
the outcome would be the most beneficial for our company and its objectives.
In order to generate start-up money to cover the costs of our dance, we reached out to local
and corporate businesses as well as private investors and hosted a number of fundraising events.
Our requests were met with a plethora of emotional as well as financial support within our com-
munity which contributed to our businesses success. These fundraising events included a football
raffle, a dine-and-donate night at Yabo’s Tacos and a basketball raffle. All of the items in the two
raffles were donated by local stores, eliminating our costs for these events. While these events were
smaller, they were still heavily advertised using multiple outlets such as Instagram, Twitter, Face-
book, the Patriot Parent newsletter, and flyers. These media outlets helped us gain support in the
community and made each event more profitable.
Our primary service, was hosting a father daughter dance for approximately 200 to 300
elementary aged young ladies. Our plan to conduct an event for 500 to 600 customers included
entertainment, food and fun for all, in an environment promoting the opportunity for fathers and
daughters to bond. Members of our DECA chapter acted as employees on the night of the dance
and each were assigned a specific job to complete. In order to maintain the values of Disney, we
required each member of our staff to attend a training night so we could ensure that our employees
would efficiently and effectively complete their job, making the experience more enjoyable for our
customers. We harnessed the power of creativity and imagination in every aspect of our project, by
sparking new ideas and solutions to implications and learning each step of the way.
6. Learn and Earn Page 4
A. Trading Area Analysis
III. ANALYSIS OF THE BUSINESS SITUATION
Table 1: The table below lists the general data of Powell, OH, the community in which we are conducting our
business venture. (Opportunities)
Geographic Demographic Economic
• Powell is an upscale city located
within Liberty Township just 14
miles north of Columbus, Ohio
• The current population in Powell
is 12, 237 people, in 2013
• There are 128 charitable
organizations located in Powell
• Founded in 1801 and
incorporated in 1947
• There are 31 subdivisions and
condo communities within
• The growth of new businesses is
• The suburb sits between the
Olentangy and Scioto River in
• According to the 2010 census,
• Unemployment rate is only
3.60%. compared to the nation-
al unemployment rate which is
• The city is 4.93 square miles,
filled with small businesses
and upscale, developed neigh-
• 3,227 families live in Powell,
creating a family oriented com-
• Future economic growth of
the city is predicted at 39.20%
• 70.02% of its adults having a
college degree or advanced
degree, compared to a national
average of 21.84%
• The median family income is
$140,074, which is more than
half of the nation’s average
Competitive Data (Threats)
• Other Father Daughter Dances: These dances include; the Indian Princess Father Daughter
dance held for the Girl Scout organization, the Kinsale Father Daughter dance and the Father
Daughter dance held at the Delaware County YMCA. These dances may result in a decrease of
the attendance due to the close proximity of the location and dates.
7. Learn and Earn Page 5
Table 2: The table below states the competitive advantages and disadvantages of the proposed product.
Advantages of Proposed Service (Strengths) Disadvantages of Proposed Service (Weaknesses)
• Convenient location to the market (each
elementary schools feeds into Liberty High School)
• Amount of direct and indirect competition within the
• Due to a large number of elementary schools in our
district (15) there is a massive population of female
• Other father daughter dances that fall in the same
• Last year’s dance was very successful and now has
a respected reputation
• Limited amount of time to plan the event
• A large amount of small business allow for many
donations and sources to fundraise
• Must budget spending given the large amount of
• Community oriented city creates an ideal target
• Amount of guests will not be known until the start
of the dance, therefore we will have to estimate
• Fundraisers: These include fundraisers conducted within the Olentangy School District.
Examples consist of movie nights at the elementary schools and fundraisers run by sports teams
and clubs at the high school level. Parents may decide to spend their money on other types of
fundraisers for their kids within the community, therefore impacting our potential profit and
• Entertainment providers: Examples of businesses that fall within this category include
restaurants, movie theatres, concerts, theme parks, etc. These businesses compete for a share
the same target market as our own business, therefore this may effect the number of customers
• Charitable organizations: Examples of charitable organizations located in Powell include
Central Ohio Health Awareness Foundation, Kiwanis International Inc, Powell Animal Welfare
Society, etc. These charities could negatively effect the number of donations we receive because
each organization is trying to promote their own cause within the community.
8. Learn and Earn Page 6
B. Market Segment Analysis
Target Market of the Dance
Primary: Female students enrolled in the following
elementary schools: Tyler Run, Scioto Ridge, and Indian Springs.
Secondary: The parents of the female students enrolled in the elementary schools listed above.
Reasoning: We chose this market because the girls will persuade their fathers to attend, however,
their parents are the ones who will financially patronize in our business by buying tickets and par-
ticipating in the dance. Even though the mother is not the “consumer” of our product, she will have
an influence on the father’s decision of attending.
Graph 1: The graph to the right depicts the popu-
lation of female students within each elementary
school that we chose to market for the dance.
Reasoning for chosen Elementary Schools:
• Tyler Run:
o Location- Tyler Run has a convenient location for reaching our target market.
o Community- Tyler Run is located within the Liberty Lakes neighborhood, because of this, the
elementary school is very community oriented.
• Scioto Ridge:
o Location- Scioto Ridge neighbors several key neighborhoods.
o Connection- Lila, a partner in the project, is an alum of the Scioto Ridge Elementary School,
and therefore knows the staff. This school also participated in the previous father daughter dance.
• Indian Springs:
o Location- Indian Springs is located next to the high school which would allow us easy access to conduct the
o Population: Indian Springs has the largest number of female students.
Due to budgeting purposes and limited time we decided to target just three elementary schools
that feed into the Olentangy Liberty High School. Taking on more schools, would have significantly decreased the
quality of service that we could provide based on our limited resources.
9. Learn and Earn Page 7
Table 4: To the right are statistics on the father daughter
dance we held last year. We used these statistics to project
the potential success of our own business based off of the
past buying behavior.
Past Buying Behavior of last year’s
Father Daughter Dance:
Held: January 31st
, 2014 at the Scioto
Ridge Elementary School
Number of Female students that attended:
126 out of 295 attended
Included: DJ, Snacks, Décor, Flower Bouquets
Profit: $2, 019.00
Graph 2: The chart to the right depicts the suc-
cess of the Ronald McDonald Father Daughter
Dance which was held last year. 42% of the girls
that go to school at Scioto Ridge Elementary
attended the dance.
In order to start up a business, entrepreneurs borrow from a bank or a credit union, seek independent capital from
independent investors or go to Wall Street for venture capital. The most plausible source of income for startup
money for our small business, will come from independent capital from individuals and businesses who will be
willing to donate to our cause.
Past buying behavior (for charitable organizations):
The graph below shows the past buying behavior of
contributions to charitable organizations.
Our sponsors will come from a variety of corporations and small
local businesses in the Powell area. We will also reach out to
people and organizations in our community and ask for individ-
ual donations. As the graph below shows, individual donations
will make up the largest portion of our startup money.
$316.23 billion by source of contributions to
(in billions of dollars - all figures are rounded)
Graph 3: Chart 1:
Past buying behavior
(for entertainment per income):
The graph above demonstrates how much people in the U.S.
spend per income on certain categories of spending.
• The chart above shows a direct relationship between
income and spending on entertainment. As income rises, so
does expenditure on luxury goods.
• Powell’s average income is $140,074. Therefore being an
opportune location to provide an entertainment service,
because the disposable income in Powell is relatively higher
than that of other areas in Columbus.
4.8% 5.1% 5.7%
How The Poor, The Middle Class
And The Wealthy Spend Their Money
10. Learn and Earn Page 8
IV. PLANNED OPERATION OF THE
A. Proposed Organization
• Generate $5,000 in proceeds for the Ross Heart Hospital
• Increase sales from year to year
• Provide a superior service by modeling our business after Walt Disney
• Raise awareness for the Ross Heart Hospital and promote heart health
Listed below are start-up steps to form the project
Step 1: Production
• Create: The type of ownership of our business is a general
partnership, meaning that we own, operate and assume liability. We plan to keep a detailed calen-
der of our agenda so we know when each task leading up to our event needs to be completed.
• Expand: We plan to expand our service from last year with one elementary school, to include
three key elementary schools. This year we will generate start-up revenue through the gathering
of donations and the hosting of fundraisers, rather than having it deducted from our total revenue.
By putting these changes into effect, we will increase profits and awareness.
• Improve: We will improve our service from last year by focusing on providing our customers with
an outstanding service, using principals from the Walt Disney Co. to guide our business opera-
tion. These principals are comprised of safety, courtesy, show, and capacity. We operate on the
concept that, “it takes a happy crew to produce a happy show”, working hard to instill this same
idea into all of our employees. As the co-founders of this company we must remember that even
a show with all the best props is still doomed to fail if “the director doesn’t provide support and
direction.” We also plan to improve the financial aspect of our service by increasing sales and thus
enlarging our profit.
11. Learn and Earn Page 9
Step 2: Marketing
• We will conduct a series of marketing activities up until the product is received by the final con-
sumers, the fathers and their daughters. These activities include, advertising, direct marketing,
personal selling and public relations.
Step 3: Management
• Planning: Company objectives include raising awareness and revenue for the Ross Heart Hospital
while concurrently ensuring the satisfaction of our customers by providing the fathers and their
daughters with a night full of enchantment.
• Organizing: We will have employees working both the initial fundraisers and the actual event.
Each employee will be assigned a specific job and given a checklist that lists each job they are re-
sponsible to complete. They will be required to abide by a dress code to exemplify Disney’s image
of a unified and high quality staff. The employees who will be working the fundraisers and the
event will take inventory and count the money made regularly in order to maintain records.
• Controlling: For the dance, we will use a horizontal organization of management. This means
that top management, Lila, Katie and Ashley, will share decision making with self-managing
teams of workers. We will each serve as supervisors of departments of workers. Our employees
will be responsible for making decisions, completing tasks and coordinating their activities with
the other departments in the company. By doing this, we will empower our employees and in-
crease the overall satisfaction of customers.
(Lila, Katie and
Chart 2: The chart to
the right shows the
Horizontal structure of
12. Learn and Earn Page 10
Table 5: Below and on page 11 is our chart with: job descriptions of personnel needs, and proposed staffing to
handle all functions. The total number of employees amounted to 31 because some employees completed more
than one job.
Number of Staff
Assigned to Job
Job Description Disney Principals to Uphold
and after dance)
(Lila, Katie, and
• Conduct training night and teach employees more
about business model (Disney) which focuses on
• Oversee all operations before during and after
• For set up and clean up, each will be responsible
for overseeing a specific category of work that
needs to be completed. Food and Beverage Su-
pervisor (Katie), Specialty Table Supervisor (Lila),
Decoration Supervisor (Ashley).
• Vital part of preparation for the dance be-
cause it ensures the customer is 100%
happy with their experience at the dance
and with the staff.
• Remind staff of this so they take this
sellers & Yabo’s
• Promote raffle.
• Collect raffle tickets/ money.
• Announce the winner of raffle at the end of the
• Hand out coupons to customers
• Promote cause and dance
• Be friendly and actively invite people
over to tell them about the dance
and our cause.
• REMEMBER their donation will help
fund the dance, tell them that!
2 per day (2 days of
selling) at each of the
• Set up ticket selling table, promote the dance
during elementary school lunches, collect money
for tickets, give buyer a set of tickets.
• Be approachable and don’t be afraid to
go up to kids during lunch and promote
• Get them excited and try to convince
girls who aren’t going to reconsider.
Step 4: Finance
• We will generate revenue from our service in order to benefit the Ross Heart Hospital. The
money management component of our business operation will flow through the organization of
our management. Employees working each of the specialty tables where a product will be sold,
such as the flower bouquets table, raffle ticket table and photo booth table, will report the status
of their income regularly to the supervisors. Throughout each of our fundraisers and the night of
the dance, we will account for our companies financial situation to make sure that our business is
operating at the lowest costs possible while raising the greatest amount of revenue achievable.
13. Learn and Earn Page 11
Number of Staff
Assigned to Job
Job Description Disney Principals to Uphold
Set Up Crew
13 • 4 ppl: set up all the tables in the cafeteria (place
them in the correct set up, put table cloths and
center pieces on them). Oversaw by the Specialty
• 3 ppl: set up specialty tables (one for raffle tick-
ets, one for flowers, one for Ross Heart Hospital
info, one for photo booth). Oversaw by the Spe-
cialty Table Supervisor.
• 2 ppl: set up the food table (pour drinks into pitch-
ers, continuously set out food). Oversaw by the
Food and Beverage Supervisor.
• 4 ppl: decorate gym and cafeteria (blow up
balloons, place them around the school, hang up
posters to guide guests, hang streamers, etc.).
Oversaw by the Decoration Supervisor.
• Behind the scenes work is essential to
success of the dance so everyone must
do their job to the best of their ability.
• Be as efficient as possible to ensure
everything is flawless as guests arrive,
so their experience positively begins.
4 people at each
entrance (2 lines- one
for presale and one for
buying at door)
• Pre-sale line: greet guests as they come in and
collect their tickets.
• In charge of checking ticket number with guest
name and check their names off to show they’re
at the dance.
• This is the guests first impression of the
dance… make it a good one!
• Customer experience = top priority.
• Be friendly and give warm greeting.
4 people • Take guests’ coats as they walk in
• Place a sticky note with a number on the coat and
then write the same number on their hands so it’s
easy to identify their coat.
• Be friendly.
• Be careful with their belongings.
4 people • Sell flower bouquets and collect money.
• Draw people in as they pass.
• Be approachable and thank each person
for their donation (remind them of the
difference their contribution is making).
1 person • Tell people more about necklace (info sheet is
• Have people fill out raffle tickets.
• Be approachable and thank each person
for their donation (remind them of the
difference their contribution is making).
3 people • Make sure all dishes are full.
• Make table look presentable/ clear of trash and
• Answer any questions about the food.
• Be friendly.
1 person • Collect money.
• Help pick out props.
• This is a fun, silly part of the dance so
have fun with it.
• Make conversation with people in line,
making their wait more enjoyable.
1 person • Walk around dance and ask people to take small
survey about experience.
• If they have complaints find solution (or come talk
to Lila, Katie, or Ashley).
• This job gives insight to how guests liked
the dance so it’s essential.
• Be approachable, friendly, and helpful.
Clean Up Crew
13 people • 2 ppl: clean restrooms- complete list janitor made.
• 2 ppl: Take down decorations.
• 3 ppl: Dismantle all tables and putting them away.
• 2 ppl: Mop gym and taking trash out.
• 2 ppl: Dismantle specialty tables.
• 2 ppl: Dismantle food table and put remaining
• This venue is free so show thanks by
cleaning up well.
• Do job well and efficiently.
14. Learn and Earn Page 12
Table 6: The chart below illustrates the four core values of Disney and how we will put them to use within our own
1. Safety- The dance will be secured with several safety precau-
tions. There will be two sets of doors open at the dance, allowing us
to keep track of people coming and leaving. Our staff will supervise
the dance, making sure the girls feel safe, along with the reassur-
ance of having their fathers by their side.
2. Show- All decorations will coordinate with the heart health
theme. Our focus lies on creating a magical environment for the
guests to ensure they enjoy the experience. The workers will know
how to properly carry out their assigned tasks and interact with
3. Courtesy- When the guests arrive, there will be a designated
area for hanging coats, to ensure their belongings are kept safe.
We will be providing complimentary food and beverages and
astounding customer service. We will achieve this by training each
one of our workers on the fundamentals of Walt Disney.
4. Efficiency- Disney emphasizes on making the complex opera-
tion look simple, which is how we will center our work crew. There
will be a training session with our workers, where we communicate
our high expectations for customer service.
B. Proposed Product/Service
Vision Statement: Raise awareness for the Ross Heart Hospital while
providing a memorable bonding experience for fathers and daugh-
Mission Statement: Provide over 500 guests with a night of extraor-
dinary service based off of the principals of Walt Disney.
Our proposed service is a father daughter dance that will provide fathers and
daughters with a night to remember. This dance allows for young elementary aged girls to
bond with their fathers over a fun and classy evening. Our purpose is to raise money for The
Ohio State University Ross Heart Hospital, which specializes in heart care for patients with a
wide range of conditions and needs. This organization was chosen specifically to honor the
passing of Keith Best, Katie Best’s father who passed away of a heart attack. All of the pro-
ceeds will go towards research in order to treat patients with heart conditions, and ultimately
bring awareness to heart health. In order to ensure success, we decided to model our company
off of an already extremely successful entertainment provider, the Walt Disney Company. The
philosophy of the Walt Disney Co. is based off of not only providing a service for their custom-
ers, but a show for their guests. Disney achieves this by using four core values; safety, show,
courtesy and efficiency.
15. Learn and Earn Page 13
The charts below list our potential suppliers and what we expect to receive from them in order
to generate start-up funds for our business .
Corporate Businesses Donation Contributed
Huntington Bank $200.00
Sage Sustainable Electronics $250.00
KV Investments $200.00
KC Properties $40.00
Local Businesses Donation Contributed
The Morgan House $20 gift card
Beehive Bread Bakery Basket of assortment of various bread and pastries
Local Roots Two $25 gift cards
Yabo’s Tacos $250.00
Thorsen’s Greenhouse $50.00
Sawmill Auto Wash $100.00
Cute as a button Item for raffle
Kimberly’s Diamond Corner Diamond Necklace appraised at $400.00 for raffle
Custom Creations Catering Food
Kwik Kopy Printing Flyers and tickets
TOTAL $470.00 plus donated items
Fundraisers to Cover Initial Costs:
• Football game raffle
• Basketball game raffle
• Yabo’s tacos dine and donate
• Flower bouquets ($3.00 each)
• Raffle for a $400.00 diamond necklace (tickets will be $10.00 each)
• Photo booth (picture strips will be a $1.00 each)
• Hors d’oeuvres and deserts
• Information table about the Ross Heart Hospital that will be handing out t-shirts, pins,
and other free giveaways (promotional tie-ins)
• Providing a memorable moment in time between fathers and
16. Learn and Earn Page 14
C. Proposed Marketing Strategies
Proposed Promotional Program:
Distribution Channel (direct): Tickets for the dance will be available to purchase throughout the
week leading up to the dance during the school lunches as well as at the door.
Target market of each fundraiser:
a. Football game promotional activity: Students and parents
b. Yabo’s Tacos promotional activity: Community (families)
c. Basketball game promotional activity: Students and parents
d. Dance: Parents and their daughters
• Football Game Raffle: Going to be held at Olentangy Liberty High School during our rivalry
game. We are going to raffle off an i-tunes gift card for $5.00 per raffle ticket and sell draw string
bags for $3.00 each.
• Basketball Game Raffle: Going to be held at Olentangy Liberty High School during our rivalry
game. Our raffle basket will include; a $50.00 gift card to Local Roots Restaurant, a Cute as a
Button gift, a bread basket from Beehive Bakery and a $20.00 gift card to the Morgan House.
Tickets will be sold at $10.00 each.
• Yabo’s Tacos Dine and Donate: Going to be held at a local restaurant, where 15% of each bill
will be donated toward our cause.
• Hang posters/banners at each of the elementary schools.
• Promoted on each of the schools announcements.
• Send emails to parents through the parent newsletter.
• Send flyers to potential customers for each of our fundraisers
and for the dance itself.
• Employees who will sell pre-sale tickets also promoted the
dance through word of mouth to our potential customers.
• Utilize social media websites (Instagram and Facebook ac-
counts). We will also use our twitter accounts to promote the
fundraisers and the dance to our peers.
• Network with local and corporate businesses to gain dona-
tions or partner with.
Table 9: The table below shows the parts of the promotional mix in which we utilized in our promotional program.
17. Learn and Earn Page 15
Pricing Objectives: To earn a profit of $5,000 while staying competitive with the pricing of the
services and products offered by our indirect and direct competition.
• Products generating revenue: Flower bouquets, photo booth and diamond necklace raffle.
• Products bought for the dance: Food and beverages, decorations and supplies for our
Estimate Demands: Our market includes all of the female students enrolled in Scioto Ridge, Indian
Springs and Tyler Run elementaries. There are 900 female students combined in these schools.
Promotional Activity Expense
Direct mail $0.00
Picket Sign(s) $100.00
Social Media $0.00
Email Marketing $0.00
Personal Selling $0.00
Total Cost $950.00
• Parent Emails (The Patriot Parent)
• Newspapers (The Columbus Dispatch, The
Cannon/ the school newspaper)
• Verbal Announcements (Each of the schools
have announcements in the mornings)
• Television (local news stations)
• Networking with various local businesses
within the area
• Social Media sites such as Vine, Twitter,
Pinterest, Instagram and Facebook
Table 10: The chart below depicts the estimated costs of
our promotional program.
18. Learn and Earn Page 16
January 24th, 2015Time: 7:00 - 9:00 pmWhere: OlentangyLiberty High SchoolCost: $15.00 per couple$5.00 each foradditional child
A special occasion for Fathers (Grandfathers,
Uncles/Father Figures) and Daughters to
spend some quality time together - for a
Come Enjoy a Formal Fun Filled Evening with:
• DJ Doug Simpson• Snacks and Refreshments• Flowers to Purchase for Young Ladies
Photo Booth to Capture Special
Time Together• $20.00
Jewelry Raffle Ticket(14K WG Diamond Heart Pendant
Donated from Kimberly’s
Tickets will be sold during school
lunches the week of the dance
at the door.
For more information contact DECA at Olentangy Liberty High School.
The Olentangy Liberty
High School DECA Classis Sponsoring a...
Help support theRoss Heart Hospital.
Indian Spring • Scioto Ridge • Tyler Run
By studying the past buying behavior of last years dance, we determined that approximately 42%
of the girls from Scioto Ridge came to the dance last year, therefore we predict that 42% of the girls
from each school will attend this years father daughter dance. If our prediction is correct, our
revenue will exceed our costs by a significant margin.
Bundle Pricing: A father and daughter couple pays $15.00 for a ticket to the dance, food and the
Optional products: At the dance there will be the option to purchase the following: flower bouquets,
photo strips and raffle tickets. These additional products, will increase our revenue.
Set Price: We determined the pricing based off of the factors above.
• Tickets: The cost will be $15.00 per couple and $5.00 per additional child. This will generate
enough revenue to incur our costs but at the same time be viewed as reasonable by our market.
• Flower Bouquets: The cost to customers will be $3.00. This price is based off of the price that
Kroger sold them to us last year at $1.00 per bouquet. Bouquets sold at the Ronald McDonald
Father Daughter Dance that we held last year were also set at a
price of $3.00 a piece. Last year 73 bouquets out of 80 total were
sold, ensuring a substantial profit.
• Photo Strips: The price will be set at $1.00, this way we are still
generating revenue from this operation while keeping it at a low
cost to our customers.
• Diamond Necklace Raffle: The price will be set at
$10.00. This will encourage most customers to
buy more, that way they will not have to break
their $20.00 that they will be most likely
19. Learn and Earn Page 17
D. Projected Budget
1. Projected Operating Budget
RHH Father Daughter Dance Projected Income Statement
Food & Beverage
Total Expenses $3,695.00
Net Income $5,681.00
(a) Ticket Sales
• This figure is derived from 42% of 900. 900 is the total number of girls from each of the three elementary
schools. 42% of 900 is 378 which indicates the number of girls who are expected to attend based on past
research of a father daughter dance that was held at one of the elementary schools. This past research on
buying behavior concluded that 42% of the girls that attended Scioto Ridge Elementary, attended the
Ronald McDonald House Father Daughter Dance.
(b) Flower Sales:
• The revenue estimated from the flower sales comes from our price of $3.00 each if 210 guests purchase a
(c) Photo Booth:
• At a price of $1.00 per couple, we are expecting at least every guest to purchase two photo strips. Therefore
the revenue that is generated from the photo booth will amount to around $756.00.
(d) Raffle Tickets:
• We are going to raffle off a diamond necklace at a price of $10.00 per ticket, therefore if 100 guests
participate, it would generate a revenue of $1,000.00.
2. Rationale for the Projected Budget
Continued on page 18
20. Learn and Earn Page18
• The fundraising component of our projected revenue is derived from the investments that we will receive
from various individuals and businesses. This also includes any fundraising activities we will conduct in
order to raise startup money for the dance.
• The dance will be held at the Olentangy Liberty High School. Therefore it will not produce a cost.
• This expense includes our logo, all other graphic design needs and anything that we will need made or
printed such as flyers, tickets, posters and banners.
• This includes an $85.00 helium gas tank, and an array of decorations needed for the ambiance of the event.
(d) Raffle Prize:
• At the dance we are planning to raffle off a diamond necklace, therefore the cost of the necklace will be
(e) Food & Beverage:
• This includes all food and beverage snack items in which we will purchase for guests to enjoy at the dance.
• The cost of labor is $200.00. This is due to the custodial fee.
• The total cost for the entertainment aspect of the dance comes from the $400.00 fee for the DJ and the
photo booth that we plan on renting which will cost approximately $650.00.
• This includes the bouquets of flowers that we plan on selling at the dance. We plan on selling a quantity of
210 and the cost of each bouquet is $1.00, therefore the total cost amounts to $210.00.
21. Learn and Earn Page 19
A. Describe Project Implementation, Unusual or
Unforeseen Challenges or Successes and the
Methods of Handling Them.
August September October November December January
the Ross Heart
2.) Emailed Ele-
3.) Got dona-
tion forms from
4.) Secured the
service of DJ
for the date of the
dance (fellow high
1.) Talked to high
about using the prom
2.) Met with the prin-
cipal of Scioto Ridge
3.) Secured date of
dance with Liberty High
School principal, Mr.
4.) Got raffle prize and
draw string bags from
Mrs. Stockton for raffle
5.) September 26th:
held Friday night foot-
ball game raffle
1.) Filled out and
turned in high school
event request form
2.) Contacted diamond
3.) Contacted head of
funds at the Ross
4.) Met with Tyler Run
and Indian Springs
5.) Filled out donation
6.) Collected dona-
1.) Picked up diamond
necklace from Kimber-
ley’s Diamond Corner.
2.) Began branding
3.) Collected donations
4.) Created and posted
lists of jobs for em-
ployees of our DECA
chapter to sign up for
5.) Made outline for
our training night
1.) Met with Yabo’s
Tacos owner about
2.) Began advertising
night/ passing out
3.) Ordered 210 bou-
quets from Kroger
4.) Received to-do
list from custodians
regarding the night of
5.) Hired My Perfect
Pix as our photo booth
for the night of the
dance (sent in deposit
to secure date)
6.) Made and hung
posters and banners at
the elementary schools
to advertise the dance
7.) Created social
8.) Collected donations
1.) Hired new DJ for
the dance due to
2.) Continued pro-
moting for the Yabo’s
night and began pro-
moting the basketball
game by hinging and
passing out flyers.
3.) January 5th: held
raiser at Yabo’s
4.) January 6th: held
5.) Secured all guest
6.) Printed 1,000 fly-
ers and 1,000 tickets
from Kwik Kopy
7.) Sent flyer home
with the girls to the
8.) Held employee
9.) Sold tickets at
10.) January 24th:
conducted all day of
dance activities and
held father daughter
dance that night
11.) Presented check
to the Ross
Day of the Dance
Checklists were our main organizational method to ensure everything would go accord-
ingly and on time before, during and after the dance. We had two sets of checklists. One set was
for the employees working before and after the dance and one for the employees working during
the dance. The checklists were organized into the three main categories of work that needed to
be complected prior to the start of the dance. This work fell under either of the three supervisors,
22. Learn and Earn Page 20
which were the Food and Beverage Supervisor, the Specialty Table Supervisor and the Decora-
Table 13: The table below depicts the tasks each supervisor will oversee
Below is a timeline of the day of the dance, which reveals the times that each task was com-
Immediately after the dance ended, the employees began cleaning up. Following the guide-
lines that we outlined in the checklists, employees took down decorations, tables, and safely stored
the money made throughout the night. To eliminate the cost of a custodial fee, we assigned our-
selves the tasks of sanitizing the cafeteria, gym and restrooms.
Day of Dance Timeline
4:30 pm 5:30 pm 7:00 pm
1:30 pm 4:30 pm 6:30 pmPick up desserts
for the dance from
decorations to the
Set up crew
arrives and begins
The dance begins
and guests arrive.
Pick up flowers
and photo booth
and set up.
and tend to their
Food and Beverage
Specialty Table Supervisor:
• Set up food table
• Set up drink table
• Assist caterer upon
• Set up dining tables
• Set up diamond raffle
• Set up flower table
• Set up Ross Heart infor-
• Set up coat check
• Set up memory wall
• Set up ticket tables
• Hang banners around
• Transport decorations
• Hang decorations
23. Learn and Earn Page 21
1. Creating checklists to ensure that all tasks were completed.
2. Maintaining an enjoyable, welcoming environment with additional entities.
3. Earning more profit than expected.
4. Preserving Walt Disney employee values to create a magical and memorable experience.
5. Holding a training night to prepare employees and emphasis Disney values.
6. Creating a budget that was reasonable and doable based off of revenue.
7. Conducting startup fundraisers to cover initial costs.
8. Mapping out a floor plan of the gym and cafeteria to organize each station.
1. Budgeting expenses to minimize costs
To manage the budget, we compared prices of each expense to equal quality. This strategy took
place when choosing providers of a DJ, a photo booth, caterer and when deciding on which stores
to purchase food from. We used this process to ensure customer satisfaction from our service while
also minimizing our costs.
2. Catering to such a large market
To successfully implement our marketing strategy, it was essential that we hung posters and flyers
throughout each school. This however, was very time consuming, therefore we assigned each of
ourselves to one school in order to shorten the amount of time it took to hang the direct marketing
tools. To successfully employ our promotional program, we needed to utilize direct and indirect
marketing at each of the schools. However, it proved to be difficult to allocate equal time a resourc-
es to the three schools we planned on targeting. So, each supervisor was assigned to one school
where they were in charge of completing all marketing activities. This allowed us to be efficient in
completing our marketing strategy and allowed us to manage our time wisely.
3. Finding a replacement DJ
We had originally hired a fellow classmate for our DJ. We used his service for last year’s father
daughter dance based on his experience, equipment and price. However, since we expanded our
service this year, his equipment would not suffice for the amount of space and number of people
24. Learn and Earn Page 22
we needed it to. As a result, it was essential to use a professional DJ
that could cater to our attendance, size of venue, and budget. While the
new DJ gave the dance a more professional feel, it also created an
additional cost for our operating budget.
4. Controlling traffic flow when buying tickets
When over 500 guests arrived, traffic flow became a problem that needed to be addressed. To avoid
long lines, two doors at separate locations of the school were open for guests to enter and purchase
tickets and this made the ticket selling process more orderly. At each of these doors we set up
two tables; one table to collect pre-sale tickets, and another table to sell tickets to those who were
buying the night of dance. By utilizing two tables, traffic flow was better organized and lines were
5. Stage Complications
When we initially set up the stage, we failed to ensure that the microphone was hooked up cor-
rectly. Therefore, we were prompted to use quick decision making skills moments before the guest
speakers began, to change the location. Although it was not ideal, we used the microphone that the
DJ had on hand. While this made it difficult for guests to see the speakers, it allowed eveything to
take place on time.
B. Learning Outcomes
Overall Learned Outcomes
1. Learned how to effectively organize and manage planning a major event.
2. Learned how to use communication skills to organize all operations with the various companies
and elementary schools that were comprised within the project.
3. Manage our time wisely and create deadlines to complete tasks.
4. Use quick decision making skills in the following situations:
a. Finding a replacement DJ.
b. Assisting employees when a problem or question came about.
5. Gained leadership skills through managing employees.
6. Gained marketing and management skills through process of
planning and implementing the service.
7. Learned how to effectively target a market.
25. Learn and Earn Page 23
8. Supervise various activities in a single setting.
9. Learned the significance of controlling operating expenses to
create a profitable business.
Marketing Concepts Learned
1. Utilizing parts of the Promotional Mix
a. Personal Selling: Directly interacting with our target market
when selling pre-sale tickets at the elementary schools.
b. Direct Marketing: Targeting our group by sending home
direct mail to the consumer. Print and electronic copies of
flyers and announcements were sent home to parents of all
three elementary schools. This allows for our service to be
advertised directly to the consumer.
c. Public Relations: Using Social media to promote our business.
Donating the proceeds to the Ross Heart Hospital in honor of Keith Best allows for a
positive image to be projected among the audience. Not only is the service to raise money,
but to bring awareness to heart health. This subject can relate to many consumers who
have dealt with heart problems within their families.
Management Concepts Learned
1. Utilizing the three management functions:
a. Planning: In preparation for the dance, we developed checklists and set deadlines to ensure
all responsibilities were met. These responsibilities ranged from startup fundraisers, pre-sale
tickets, the day of the dance operations and details about Disney core values.
b. Organizing: As we organized our responsibilities and obligations that needed to be met, we
made sure our goals were set according to deadlines. Our key method of organization was
creating checklists for employees and ourselves. We organized the floor plan,
day, time, and employees along with our other entertainment factors (DJ, photo booth,
26. Learn and Earn Page 24
flowers, diamond necklace raffle).
c. Controlling: We learned the concept of controlling the event and determining
its efficiency. We utilized this concept by setting standards and evaluating our performance
in the end. As we evaluated, we took surveys throughout the dance to all of the fathers to
provide feedback on how their night was going, and opinions on means of improvement.
2. Delegate responsibility to employees with clear direction and consistency.
3. Create financial standards and control budget expenses.
4. Develop a sense of customer orientation to focus on the customers’ experience.
C. Earning Outcomes
RHH Father Daughter Dance Compared Income Statement
Raffle Items & Giveaways
Food & Beverage
Total Expenses $3,695.00 $2,114.66
Net Income $5,591.00 $6,312.09
27. Learn and Earn Page 25
Revenue: Our startup money for our business operation came from private investors and businesses. Our reve-
nue from the dance is also included in this figure.
a) Revenue from the Dance
• This includes all activities that were conducted at the dance which raised revenue.
(1) Ticket Sales: Roughly 231 female students participated therefore 461 guests total attended.
This operation generated a total of $3,451.00.
(2) Flower Sales: 200 guests participated, generating a revenue of $600.00.
(3) Photo Booth: Roughly 210 couples participated. Therefore this operation generated a total of $210.00
because the cost for the product was $1.00.
(4) Raffle Tickets: Roughly 65 guests participated, therefore raising a revenue of $650.00 because the
price per ticket was $10.00.
(5) Donation Jar: At the dance we placed a donation jar at our information and giveaway table this
operation raised roughly $300.00.
• Revenue that was generated from dance alone amounted to $5,211.90
• Football Game
(1) Sold $5.00 raffle tickets for an I-Tunes gift card and sold $3.00 draw string bags that were donated to
us by the Ross Heart Hospital. This operation raised a total of $195.00.
• Kinsale Night
(2) Kinsale is a local country club in Powell. They donated a percentage of the profits from that nights
sales to our fund. This operation raised a total of $800.00.
• Basketball Game
(3) Sold $10.00 raffle tickets for our raffle basket that consisted of a $50.00 gift card to Local Roots, a gift
from Cute as a Button, a $20.00 gift card to The Morgan House and an assortment of breads and
pastries from Beehive Bread Co. This operation raised a total of $200.00.
• Yabo’s Tacos
(4) Yabo’s Tacos is a business that was started in Ohio, we partnered with their business by bringing in
customers, and as a result they donated a percentage of the profits from that nights sales to our fund.
This operation raised $250.00.
c) Private investors
• This includes businesses and individuals who contributed to our startup by directly donating money.
(1) Huntington: $200.00
(2) Family Investors: $800.00
(3) Sage SE: $250.00
(4) Lila’s Dad: $100.00
(5) Olentangy Rotary Club: $100.00
(6) Cardinal Health: $100.00
(7) KV Investments: $200.00
(8) Ashley Mager: $19.85
• Startup revenue from businesses and individuals amounted to $3,214.85.
28. Learn and Earn Page 26
Continued on page 26
• We held the dance at the Olentangy Liberty High School, therefore it was no cost to our business.
• Discount: Kwik Kopy charged us a mere $95.00 to print 1,000 flyers and 1,000 tickets.
Item Price Quantity Item Price Quantity Item Price Quantity
Table Liner $14.99 4 Balloons $1.30 210 Ribbon $1.99 1
$1.99 1 Streamers $2.59 3 Shred $1.39 2
Pedals $4.15 3
• The chart on page 28 contains our expenses in the decoration category of our budget.
• Discount: Matheson Valley Tri-gas donated a 105 cubic foot helium tank that could fill 300 balloons. We also
used decorations from our school’s prom closet. Therefore they were of no cost to our business.
• Discount: The Bogey Bar and Grill ordered table cloths for us at a $1.25 a piece at a quantity of 30.
d) Raffle Items and Giveaways
• For our football game fundraiser, The Ross Heart Hospital donated an I-Tunes gift card for our business to
raffle off and draw string bags for our business to sell.
• For our basketball fundraiser the following items were donated by local businesses to be raffled off in our
businesses raffle basket: $50.00 gift card to Local Roots, a gift from Cute as a Button, a $20.00 gift card to
The Morgan House and an assortment of breads and pastries from Beehive Bread Co.
• Kimberly’s Diamond Corner donated a $400.00 diamond heart pendant to raffle off at the dance.
• The Ross Heart Hospital provided us with t-shirts, inflatable footballs, pins etc. for us to giveaway at
e) Food & Beverage
Item Price Quantity Item Price Quantity Item Price Quantity
Popcorn $4.79 6 Forks $10.49 2
Pretzel Rods $5.39 2 Plates $17.99 1 Chips $3.79 3
Nutella $11.99 1 Napkins $8.99 1 Salsa $4.99 2
Crème Puffs $6.98 3 Cups $10.79 2
mix $9.99 1
Mix $7.48 4
• Discount: We had two family friends as well that contributed by making 120 cookies and 400 brownies.
These items were given to us free of charge.
• Due to lack of time and labor resources, we hired the service of Custom Creations which is a catering
company. They provided us with veggie and fruit trays along with a few appetizers for the dance.
Continued on page 27
29. Learn and Earn Page 27
• Discount: In order to minimize costs, our DECA members from our chapter who volunteered to work the
event handled all of the custodial jobs.
• Discount: My Perfect Pix, a photo booth company, provided their services at a discount of half of the original
price which was already lower than most other photo booth companies in the area.
• Discount: Mid-Ohio DJ’s provided us with their service at a discounted price of $100.00 per hour.
• Discount: Kroger provided us with flower bouquets that contained a carnation, baby’s breath and a
decorative embellishment at a $1.00 a piece for a quantity of 210 bouquets.
• Thorsen’s Greenhouse, a family owned business conducted a sales promotion by offering us the first 20
centerpieces free and any that we purchased after the first 20 would cost us $2.50 each if we bought the
flowers by Friday 23rd of January. We ended up purchasing a quantity of 25 centerpieces.
1. Recommendations for Future Projects
Throughout the process, networking is a key factor in gaining donations. While we did have
connections with local businesses, it would be beneficial for future projects to seek larger corpo-
rations that may donate a more generous amount. Since we were a small business, our resources
were limited and we didn’t have the experience to establish our creditability as a non-profit. There-
fore to solve this dilemma, more branding
Chart 4: The chart to the right illustrates the in-
crease in sales from the first year our business
operated to the second.
30. Learn and Earn Page 28
One of the greatest expenses was the food, and we ended up over estimat-
ing how much our guests would eat. Therefore we plan to better gauge how
many guests will attend the event through pre-sale tickets and surveys.
We had not practiced the speeches before the dance, and therefore they
had not gone as smoothly as planned. One of the reasons being that the mi-
crophone was not working moments before the speeches were supposed to
take place. Thus we plan to improve the speeches by practicing and testing
The price of most other father daughter dances were slightly higher than
our own this year. In order to increase our profit we plan to charge $20.00
per couple and $5.00 per additional child in the future. Instead of charging
customers $1.00 for a photograph it will be included in the initial cost.
Ideally we would have liked to include more than 3 elementary schools,
because this would have increased our profit, however we simply were not
able to given the resources we had and time constrictions. In spite of that,
to improve this aspect of our project, we will again heavily market three ele-
mentary schools but next time around, allow all female students of all of the
elementary schools that feed into Liberty High School to attend.
should be put into effect.
For the future projects, time management is a key
factor in a business’s success. Due to limited time to plan
and conduct business operations, future businesses need to
create a detailed timeline to ensure each task is completed on time.
Checklists and calendars will be essential in making a complex operation come together.
Creating a new company with little experience is difficult without guidance. Therefore future
businesses entering into the market should create a business structure to manage and operate the
company. Abiding by a successful business structure will help an unexperienced business make
smart decisions in the market place.
2. Plans for Improving the Learning and Earning Outcomes
of the Project
32. Learn and Earn Page 30
Above is a photo of our fundraser at Yabo’s Tacos.
To the left shows the actual check
that we gave to the Ross Heart
Below is a photo of the three of us presenting
the check to Anne Stockton, a Ross Heart