## **SAMPLE PROPOSAL**

When you have determined that you want to implement an aggressive
marketing plan to increase breakfast participation, the first step is to
gain support of administrators. In order to make the school breakfast go
smoothly, someone from the administration from each school needs to be
informed. This can vary in each school; sometimes the principal can
provide approval, whereas in other situations, the Superintendent or
even school board must be contacted for agreement. A meeting with
administrators to present breakfast ideas is an important step towards
success. Be prepared, have facts ready and the presentation should be
well executed.

The presentation may include all or some of the following topics:

Schedule changes

### Placement of menu service areas

Staffing changes

Teacher duties

Custodial duties

Menu ideas

Timeline of implementation

A detailed presentation for a school board meeting may be needed or
simply present recommendations during a small group meeting with campus
level personnel. Either way, it is essential that careful attention be
given to documenting the financial impact of the change and the impact
to learning. These details can be organized in the format of a proposal
so that key details are not omitted.

This section will walk you through the analysis needed for your proposal
as well as provide you with a sample proposal for guidance that can be
adapted to fit your school.

Preparing a school district proposal requires detailed analysis of the
district's current situation and a well-developed description of the
solution to address problems and potential benefits identified. The next
section shows the calculations needed to justify the changes in the
breakfast program for your district.

Before you move from here, determine if you need to gain the support of
the cafeteria manager and staff. Because of the commitment required by
the cafeteria staff, their support is essential. If that is the case,
look in the folder called *"Roadmaps to Success"* under *"Food Service
Director"* for details on how to sell the program to that audience.

![](media/image1.png){width="0.25in"
height="0.32013888888888886in"}Using the figures from your district,
complete the calculations detailed in the following charts. Information
about your school district you may need can be found by asking the
school food service director. When that is completed, review the sample
proposal that follows in order to develop and organize a proposal for
your own district.

#### Current Situation Analysis by Campus

Comparing the number of students currently eating breakfast to the total
enrolled at the school reveals the number of breakfast meals missed.
Another comparison of the number of students currently eating lunch
compared to the number of students eating breakfast can show the loss of
potential income.

In schools that do not have the School Breakfast Program, looking at the
survey results from the student and parent surveys (See the folder
called *"Initial Assessment"*) can tell you how many students are not
eating breakfast or spending their money on outside resources for food
in the morning.

Converting the missed meals to participating students could provide the
revenue necessary to serve breakfast at no charge.

#### Average Daily Participation (ADP) and Percent of Total Enrollment 

1.  Record the ADP by category (Column A) and total.

2.  Record the Total Enrollment in Column B.

3.  Calculate the percent participation of enrollment by dividing the
    total average daily participation by enrollment. Multiply by 100.
    Record as percent ADP (Column C).

+-----------+-----------------+-------------------+-------------------+
| ** **     | ** **           | #                 | ** **             |
|           |                 | ####### Current S |                   |
|           |                 | ituation Analysis |                   |
+-----------+-----------------+-------------------+-------------------+
|           | Column A        | Column B          | Column C          |
+-----------+-----------------+-------------------+-------------------+
|           | ADP             | Enrolled          | \% ADP            |
+-----------+-----------------+-------------------+-------------------+
| Free      |                 |                   |                   |
+-----------+-----------------+-------------------+-------------------+
| Reduced   |                 |                   |                   |
+-----------+-----------------+-------------------+-------------------+
| Paid      |                 |                   |                   |
+-----------+-----------------+-------------------+-------------------+
| Total     |                 |                   |                   |
+-----------+-----------------+-------------------+-------------------+

![](media/image1.png){width="0.25in" height="0.32013888888888886in"}The
percent ADP reveals the percentage of students participating in
breakfast in comparison to the total number of students enrolled at
school. For most schools, the percent ADP indicates a great potential at
breakfast.

#### Current Participation

#### Student Eligibility

1.  Using your district data, record the number of students eligible for
    free, reduced and paid meals from the number of applications on file
    (Column A).

2.  Record the average daily participation (ADP) by category (Column B).

3.  For each category, subtract the ADP (Column B) from the number of
    students eligible (Column A). Record this number as Potential
    Breakfast (Column C).

+-----------+------------------+------------------+------------------+
| ** **     | ** **            | ######## Curre   | ** **            |
|           |                  | nt Participation |                  |
+-----------+------------------+------------------+------------------+
|           | Column A         | Column B         | Column C         |
+-----------+------------------+------------------+------------------+
|           | Eligible         | Average Daily    | Potential        |
|           | Participants     | Participation    | Participation    |
+-----------+------------------+------------------+------------------+
| Free      |                  |                  |                  |
+-----------+------------------+------------------+------------------+
| Reduced   |                  |                  |                  |
+-----------+------------------+------------------+------------------+
| Paid      |                  |                  |                  |
+-----------+------------------+------------------+------------------+
| Total     |                  |                  |                  |
+-----------+------------------+------------------+------------------+

The total of these potential breakfast meals can be extended for the
entire school year. Multiplying this number times 180 serving days
reveals a significant number of additional meals that could be served at
breakfast.

![](media/image1.png){width="0.25in" height="0.32013888888888886in"}

##### Projected Participation

Implementing a new breakfast service will increase participation, but
the exact amount is unknown. Even though you may have completed the
student survey to determine the level of interest, it is difficult to
determine how many will be participating. Various projected increases
are calculated in the exercise below.

1.  Record the current Total ADP in Column A below. (Repeat on each line
    in Column A)

2.  Multiply the current Total ADP by the estimated Percentage Increase
    in Column B and record the Amount of Increase in Column C.

3.  Add the current Total ADP (Column A) with the Amount of Increase
    (Column C) and record as the Projected ADP (Column D).

+---------------+-------------------+----------------+---------------+
| ** **         | ###### Projected  | **P            | ** **         |
|               |                   | articipation** |               |
+---------------+-------------------+----------------+---------------+
| A             | B                 | C              | D             |
+---------------+-------------------+----------------+---------------+
| Current Total | Percentage of     | Amount of      | Projected ADP |
| ADP           | Increase in ADP   | Increase       |               |
+---------------+-------------------+----------------+---------------+
|               | 10%               |                |               |
+---------------+-------------------+----------------+---------------+
|               | 25%               |                |               |
+---------------+-------------------+----------------+---------------+
|               | 60%               |                |               |
+---------------+-------------------+----------------+---------------+
|               | 75%               |                |               |
+---------------+-------------------+----------------+---------------+
|               | 100%              |                |               |
+---------------+-------------------+----------------+---------------+
|               | 125%              |                |               |
+---------------+-------------------+----------------+---------------+
|               | 150%              |                |               |
+---------------+-------------------+----------------+---------------+

An increase of 150 percent may be very conservative if you are currently
feeding a small number at breakfast. The increase may be as high as
200-300 percent.

> ![](media/image2.wmf)

![](media/image1.png){width="0.25in" height="0.32013888888888886in"}When
the 50 new students are added to the current 25, you are still only
feeding 75 (13 percent) of the enrollment. Large percentage increases
are very possible.

####### District Potential

If the amount being charged for breakfast is comparable to the amount
being paid by USDA for free and reduced meals, then the potential
revenue can be projected for the ADP increase.

1.  Transfer the Projected ADP from Column D of the previous page to
    Column A below.

2.  Record the amount charged for breakfast in Column B and repeat each
    line. (If the amount charged for paid meals is less than the
    reimbursement for free meals, use the lesser amount for a
    conservative projection.

3.  Multiply each Projected ADP (Column A) by the Breakfast Charge
    (Column B) and record as Potential Revenue in Column C.

+---+-------------------+----------------------+---------------------+---+
| * | ** **             | #######              | ** **               |   |
| * |                   | # District Potential |                     |   |
|   |                   |                      |                     |   |
| * |                   |                      |                     |   |
| * |                   |                      |                     |   |
+---+-------------------+----------------------+---------------------+---+
|   | A                 | B                    | C                   | * |
|   |                   |                      |                     | * |
|   |                   |                      |                     |   |
|   |                   |                      |                     | * |
|   |                   |                      |                     | * |
+---+-------------------+----------------------+---------------------+---+
|   | Projected ADP     | Breakfast Charge     | Potential Revenue   |   |
+---+-------------------+----------------------+---------------------+---+
|   |                   |                      |                     |   |
+---+-------------------+----------------------+---------------------+---+
|   |                   |                      |                     |   |
+---+-------------------+----------------------+---------------------+---+
|   |                   |                      |                     |   |
+---+-------------------+----------------------+---------------------+---+
|   |                   |                      |                     |   |
+---+-------------------+----------------------+---------------------+---+
|   |                   |                      |                     |   |
+---+-------------------+----------------------+---------------------+---+
|   |                   |                      |                     |   |
+---+-------------------+----------------------+---------------------+---+
|   |                   |                      |                     |   |
+---+-------------------+----------------------+---------------------+---+
|   |                   |                      |                     |   |
+---+-------------------+----------------------+---------------------+---+
|   |                   |                      |                     |   |
+---+-------------------+----------------------+---------------------+---+
|   |                   |                      |                     |   |
+---+-------------------+----------------------+---------------------+---+

The increase in revenue does not necessarily mean that you are
breaking-even at breakfast -- expenses have to be considered too. The
advantage of feeding more breakfast meals is that labor can be utilized
more efficiently.[^1]

![](media/image1.png){width="0.25in" height="0.32013888888888886in"}

####### The Proposal

Now that you have completed putting together the necessary background
district data to present to the principals, here is a sample of the
proposal presentation you may show to the Superintendent or Principal.
This can be utilized in presenting to the School Board as well. The
sample presentations included are:

-   District Data (Current Situation and Potential)

-   School Administrator Letter (*"Resources"*, 29)

-   Breakfast Presentation -- PowerPoint (*"Resources"*, 30)

-   Studies showing the importance of Breakfast and affect on learning
    (*"Resources"*, 31)

Make sure you have prepared:

-   Completed financial analysis of costs vs. potential revenue

-   Examined possible challenges and solutions

-   Completed operations plan

-   Documented the nutrition and financial benefits of your district

> ![](media/image1.png){width="0.25in" height="0.32013888888888886in"}

Mountain Range School District

Prepared by

Carrie Johnson

> ![](media/image1.png){width="0.25in" height="0.32013888888888886in"}
>
> **Introduction**
>
> ![](media/image3.wmf)The mission of Mountain Range School District is
> to enhance each student's learning opportunity to the highest level.
> The direct impact of breakfast on academic performance has been well
> documented; however, at this time only 57 percent of Mountain Range
> students participate in the school breakfast program. The fall survey
> of Mountain Range students' eating habits conducted by counselors,
> school nurses, and the Child Nutrition Department also documented that
> 60 percent of our children come to school each morning without eating
> anything.
>
> Student scores on standardized achievement tests by grade level are
> currently below average when compared to scores of other school
> districts in the state.
>
> Breakfast is one of the most important factors influencing maximum
> learning in the classroom. Students who come to school hungry are
> distracted by the discomfort of growling stomachs, headaches and
> overall restlessness. Distractions of this sort affect both the
> student and those seated around him or her. Teachers report students
> are often drowsy and unable to concentrate. School nurses report
> significant complaining of headaches and generally not feeling well.
> The usual treatment is a small snack of crackers and milk to overcome
> the hunger until time for lunch.
>
> Nurses and counselors in Mountain Range have expressed concerns that
> students are not coming to school prepared nutritionally to meet the
> academic challenges of the day. Each year principals request special
> breakfast service on the morning of test days in an effort to enhance
> the student's concentration. While this is an admirable effort, it
> fails to address the nutritional needs of those same children when the
> test information was originally taught.

![](media/image1.png){width="0.25in" height="0.32013888888888886in"}

![](media/image4.wmf)**Current Situation Analysis**

![](media/image1.png){width="0.25in"
height="0.32013888888888886in"}Breakfast participation varies by campus
for the three meal pricing categories of students. Significant
differences exist between breakfast and lunch participation. The school
breakfast program in Mountain Range is under-utilized. This factor,
along with the high number of student visits to the nurses office and
borderline scores on standardized tests, indicates improvement is
needed. This proposal addresses the potential improvement in breakfast
participation.

  --- ---------------------------- ----- ----------------- ----- --------- ---
                                                                            

      Current District Lunch             1,313 (656 not          83%        
      Participation:                     eating)                 eating    

                                                                            

      Current Breakfast                  98 (3,545 not           11%        
      Participation:                     eating)                 eating    

                                                                            
  --- ---------------------------- ----- ----------------- ----- --------- ---

The federal reimbursement to Mountain Range School District varies
greatly because of the difference between lunch and breakfast
participation.

#### District Potential

![](media/image5.wmf)

Proposal

In the spring of 2001, members of the Mountain Range Child Nutrition
Department, along with the school nurses and counselors, formed a
Nutrition and Learning Readiness Task Force to investigate the
opportunities in the district of improving the learning climate for
students. **The mission of the task force was to determine the steps
necessary to improve student preparation for maximum performance in the
classroom.** Based on volumes of research, it was determined that
consuming breakfast each morning could provide students with the
physiological readiness to get the most from the academic challenges of
the day.

Following the successes of other districts throughout the country, the
nutrition team investigated providing breakfast to a larger number of
students by implementing an alternative method of meal service that
addresses the lifestyles and time constraints of today's students.

**The task force investigated four options for serving breakfast:**

A.  served in the classroom

B.  served after first period

C.  breakfast offered as Grab 'n' Go entrees served from hallway vending
    carts

D.  breakfast served on the bus on the way to school

![](media/image1.png){width="0.25in" height="0.32013888888888886in"}

After evaluating the needs of students, class schedules and district
test scores, the task force determined that breakfast in the classroom
offered the greatest benefits to all parties.

It is the recommendation of the Nutrition and Learning Readiness Task
Force that Mountain Range School District begin implementing breakfast
service in the classroom to allow each student an opportunity for a
nutritious meal before attending to the business of learning for the
day.

A gradual district wide implementation of Breakfast in the Classroom is
recommended, beginning with Coolbaugh Elementary School, where a larger
portion of students are qualified for free and reduced-priced meals. The
goal of the task force is to introduce Breakfast in the Classroom to a
new campus each month.

#### Benefits to District

Coupled with improved student test scores is the financial benefit to
the district from the increased federal and state revenue from meal
reimbursements. While overhead for food costs will increase
proportionately, based on the efficiencies of scale, the larger volume
of meals will require only a minimal increase in labor costs. The
remainder of revenue will be reinvested in the child nutrition program
to keep it operating as a self-sufficient department dependent on no
local district funds. Additional funds will be utilized for staff
training, updated equipment and classroom nutrition education planning.

#### Marketing Plan

**District Wide Plan**

-   Child Nutrition Staff orientation

    -   Menu and equipment evaluation

-   Teacher and staff building orientation

    -   Schedule and serving solutions

    -   Record keeping and documentation

-   Student and parent orientation

-   Media kick-off

**Campus Plan**

-   Student Taste Test panels to select new hand-held entrees

-   Teacher orientation

-   Parent flyers

-   Staff trial run service

-   Student merchandising promotions

#### Implementation Timeline

![](media/image6.wmf)

![](media/image1.png){width="0.25in" height="0.32013888888888886in"}

[^1]: ^1^ Pannell, School Foodservice Management (Van Nostrand Reinhold,
    1990)