la cocina 4 - cceda · thecommunity|la’ comunidad mariadelcarmen,zenaida,...
TRANSCRIPT
SAN FRANCISCO’S INCUBATOR KITCHEN SINCE 2005
Welcome to La Cocina | Bienvenidos a La Cocina
Our Mission: to cultivate low income food entrepreneurs as they formalize and grow their businesses by providing affordable commercial kitchen space, industry-specific technical assistance and access to market opportunities. We focus primarily on women from communities of color and immigrant communities.
Our vision: that entrepreneurs will become economically self-sufficient and contribute to a vibrant economy doing what they love to do.
Our Goals: to improve business profits, increase owner household incomes, and enhance the quality of life of our clients’ families and the local community.
Why “The Kitchen” ? | ¿Porqué La Cocina?
The idea for La Cocina emerged the recognition of strong desire among immigrant women in the Mission to start their own food businesses and the realization of the obstacles preventing them from doing so. Because of systemic racism and gender discrimination within the food industry, talented entrepreneurs without money were unable to capitalize on their skills to begin businesses.
What They LackAccess to Markets (places to sell)Permitted Kitchen SpaceFormal Business Know-how (TA)
The Community | La Comunidad
Maria del Carmen, Zenaida, Fernay, Reem, Guadalupe, Shani, Mariko, Heena
Incubator? | ¿Incubadora de qué?
La Cocina began as a community-kitchen model, but we soon realized that an business incubator model would be more effective in creating viable, formal businesses.
EconomicSelf-Sufficiency-----------------Operational
Self-Sufficiency
Business Plan----------------------------Personal + Business
Financials----------------------------Interview with an
Advisory Committee
Kitchen Space-------------------------
Technical Assistance------------------------Workshops
------------------------Access to Markets
Our Program Structure
Application � Pre-Incubation � Incubation � Graduation
What We Offer | Lo Que Ofrecemos
Subsidized Commercial Kitchen Space• Program Participants pay an average of $14/hour for kitchen rental space.• Commercial users pay an average of $35/hour for kitchen rental space.
Industry-Specific Technical Assistance• A rich network of 100+ dedicated professionals provides free or subsidized technical assistance in marketing, operations, product, finances, and salesfor food businesses.
Workshops• La Cocina offers workshops to its clients and the general public in various aspects of food business knowledge. (Quickbooks, Social Media, PR, etc.)
Access to Markets and Market Positioning• Staff connects vendors to sales opportunities through partnerships with farmers markets and special events as well as by creating our own La Cocina events (such as the Street Food Festival and Holiday Mercado)
• Marketing under the La Cocina ”umbrella brand”
Owner: Verónica SalazarYears at La Cocina: 5Type of Food: Mexico City Street Food
Verónica went from being a stay-at-home mom, operating an informal restaurant for friends and neighbors out of her home, to developing her own, formal business to opening a full-service restaurant in Larkspur, CA.
Pre-Incubation: Preparation for launch at AlemanyFarmers MarketIncubation Growth: Business growth through weekly market sales and catering large events including Outside LandsIncubation Exit: Connection to Marin Country Mart, support on design, build out, staff training and exit. Graduation: Ongoing support and continued participation at La Cocina events.
Business Case Study: El Huarache Loco
Highlights:90 Graduates
30 Brick and Mortar Spaces (Cafes, Restaurants, Factories) around the Bay Area
100+ Grocery Stores carry La Cocina products including: Whole Foods Market, Dean & Deluca, Williams Sonoma, & many more
35 Businesses currently in our Business Incubator
120 Jobs created
100+ Community and Industry Professional Consultants Volunteer
318 Low-Income Entrepreneurs attended our comprehensive orientations in 2017
Program Accomplishments | Logros
Leticia Landa
• Daughter of Mexican Immigrants
• Born in Austin, TX
• 1 year of culinary school (gap year before college)
• Studied Anthropology at Harvard University
• Summer Internships in Human Rights, TeachingEnglish in Rural India, Line Cook at a fine dining restaurant
• Started at La Cocina as a volunteer, was quicklyhired as the 3rd employee in 2008.
• Initially, worked directly with clients providing TA, have moved into management and leadership over time, now Deputy Director
• Questions?
• (415) 824-2729 x306
• www.lacocinasf.org
About Me | Información Mía