Check This Out...

In our 21 combined years of working in underserved communities, most of which in City Heights, two things have become painfully apparent:

1. The lack of cool, safe meet-up spots for millennials and diverse communities.
2. Millennials are FULL of untapped talent and potential, but lack a place that embraces their values and cultures, and fills them with a sense of pride and belief that they can be successful... a place that empowers them to achieve their dreams...

It's time we put the solution into the hands of the communities. Enter The DOJO, the more-than-coffee spot where young people and underserved communities can go to express themselves, improve themselves, and of course, buy culturally reflective drinks, food, and fresh DOJO apparel that they can call their own... Even more awesome, we will do this with a 85% solar powered vintage travel trailer completely retrofitted as a Coffee Trailer!

Here's your opportunity to be a part of something that will likely revolutionizes the way help happens. If you aren't already on-board please read on so we can paint the picture for you....

Let us Paint The Picture...

The Canvas: Starting in City Heights, The DOJO’s mission is to create community cafes across the United States designed by and for underserved communities, where underserved communities can congregate, show off their talents, network, grow, advance social good, and develop social capital. The DOJO will solicit the voices, thoughts, diversity and talents of the community through its platform of events, cultural learning experiences, workforce development, and online expression and exposure. 

The Paint: Before we get to the magic, this IS a business, so let us establish how we will make money to reinvest into the community. First and foremost, we will sell amazing culturally reflective coffee and food products. We understand that this is essential for success, and to keep in alignment with building communities, we've partnered with:

• Dark Horse Coffee Roasters: Committed to the highest-quality fresh roasted specialty coffee, and to cultivating direct-trade relationships with coffee farmers to ensure that the coffee they buy is sustainable for the farmer and has a positive impact in coffee growing regions. This provides the Dojo's customer to be confident that a purchase at the Dojo is supporting community all along the supply chain from the farm to the trailer.
• We have established a relationship with the International Rescue Commission to work with the immigrants and refugees in their micro-lending program to sell their authentic food and  support their business growth and become viable, stand-alone businesses. 
• We are looking to partner with Mad Monk Tea's who "believe in order to bring you the best teas, we must care for the environment, invest in regenerative agriculture, and work with artisans at the pinnacle of their craft."

The Creative Touch: Since we want to empower the residents and community to build from within we are leveraging every LOCAL resource we can. Through these partnerships we are going to be able to do things in a unique and inclusive way. The following partnerships are established, and are only just the beginning...

• City Heights Economic Development Collaborative - Partnership enabling us to utilize the FairAt44 10,000 sq.ft. location seven days a week!

• Intrakit Styles Barber Shop - Together we are planning reoccurring events starting with local barber shop competitions where the clients are the homeless and those in need. 

• Career Counselors - We have partnered with local Career Counselors to provide free resume and career prep/readiness workshops. They will work with those in need (including the homeless) throughout the job search and interview processes.

• Local Musical Artists - We have created partnerships with local DJ's, rappers, and musicians to perform as well as participate in Rap Battles and DJ competitions.

• Local Artists - We have developed relationships with local artists who are ready to participate in a competition to paint The Dojo Cafe trailer, Graffiti Art Competitions, art shows, and host art events for the resident youth and adults.

• Local Wordsmiths - We have developed relationships with local poets and storytellers to participate in poetry competitions and storytelling of their culture's history.

• We have developed two relationships with individuals who are excited to host open mic nights, promote local talent, and create an atmosphere were Everybody is A Somebody, regardless of your skill level. 

• We are working on relationships with local community groups to perform cultural dances, as well as with the local high schools and residents to participate in dance battles.

• We have developed relationships with educators and activists to offer a speaker's series. 

• We have developed relationships with CPA's and Real Estate Agents ready to host financial workshops and teach residents about budgeting, credit, investments and home ownership.

• A local nonprofit has agreed to build our stage and storage (details to be finalized).

Impact of Our Partnerships...

These amazing partnerships with residents, local businesses and nonprofits, plus the partnerships we are actively seeking, are huge for two main reasons:

1. Reduces the cost of overhead by partnering with organizations and business with overlapping outcomes, allowing for in-kind contributions (such as venue, construction, marketing, offset employment costs, etc.). This is how we can afford a 10,000 sq. ft. open lot on arguably the busiest street in the community, El Cajon Blvd.
2. The Partnerships have enabled us have low startup costs, and even lower monthly costs, enabling us to develop a realistic, sustainable and scaleable social enterprise model to funnel resources right back into the communities and its residents as follows:

• 10% of our profits will be shared between employees each quarter ( each DOJO will employ local millennials)
• Food sold will be made by local entrepreneur immigrants and refugees
• The DOJO will sponsor and mentor our food partners to become viable businesses
• The DOJO will partner with local schools to create community based internships and class case studies
• The DOJO will create artisan co-op programs and showcases to increase the exposure of local artists, photographers, and the makers of hand-crafted merchandise
• The DOJO will host educational speaker series regarding financial education, personal rights, healthy living, entrepreneurship, home ownership, and other important topics
• And to culminate it all, The DOJO will host and stream live events showcasing local artists and wordsmithing talent by way of rap battles, art shows, concerts, poetry contests, and storytelling competitions

We continue to work towards creating additional partnerships with local small business and nonprofit organizations to demonstrate the power of leveraging resources to create mutually beneficial relationships that ultimately benefit the community and its residents.

Where The Money Goes

Thanks to the awesome partnerships we have created The DOJO Cafe is looking at low startup costs of about $40,000 to open our doors (or sliding window in our case!). The following is a general breakdown of what we need get going for the first month of business:

• $24k - Coffee Trailer: 1964 fully torn down and retrofitted into an amazing, 80% solar run coffee trailer. Comes 85% equipped .
• $3,600 - Equipment: Hot boxes, temp gauges, timers, etc.
• $6k - Cost of Goods: One month startup supplies to sell drinks and food (i.e. coffee beans, almond milk, sugars, etc.)
• $1,600 - Permits: Have to pay all sorts of County fees associated with being a Mobile Food Facility
• $4,300 - Administrative Business Costs: Employer insurances, payroll, certificates, food handlers licenses, etc.

If we fall short of our goal we will continue to rub sticks together and make this work: there is far too much momentum and expectation within the community to not to make this happen.

Impact of Your Contribution...

With your support we will employ at least 4-6 City Heights millennials within the first few months, create a sales stream for 1-3 immigrant/refugee startup food businesses, host weekly community events, and most importantly, function as a safe platform and hub for young people and diverse communities to grow and find their way.

That being said, The DOJO has every intention on repaying Indiegogo contributors for two reasons:

1. We want to prove that this social enterprise model is sustainable and repeatable
2. When we open additional locations we know we can rely on your support to help another community!

However, as this is a startup business, we must inform you that we cannot promise repayment. If there's one thing we've learned on our journey is that it isn't about The Dojo or us co-founders, it's about communities. One way to think about it is as follows: if we fail, we still helped some young people and a community along the way (we already are). Yet, if we succeed, together we created a sustainable social enterprise that we can leave in the hands of the community, and created a template to expand into additional underserved communities.  Every little bit counts.

The Team

Carlos McCray (Co-Founder & CEO) created The Fresh (2011), a mobile food truck that serves hot meals to homeless while accepting CalFresh. The Fresh continues to run and is making profit, and two more have launched serving the aging population. After working as a Social Worker for the County for 3 years he started a nonprofit in 2014 called Get Empowered Today, providing interdependent living skills for 16-24 year old's in City Heights. In order to pursue The DOJO, Carlos currently teaches Social Work at Cuyamaca Community College part-time to accommodate the demands of a start-up. 

Tayari Shorter (Co-Founder & Events) by day is a Department of Defense contractor. Thereafter, a wordsmith and hip hop enthusiast at heart. He will be recruiting local talent and running events. 

Peter Ellew (Co-Founder & Products) worked at a coffee shop for 2 years, continues to follow the third wave coffee culture, and studies ethnic coffee and food. Peter currently works as a Social Worker for young people and their parents in underserved communities.

Nancy Vallejo (Co-Founder & Outreach/Social Media) is a young mother and City Heights resident determined to create a safe and productive place, not only for herself and peers, but for her three year old and the other children in City Heights to call their own some day.  

Kristina Lersbuasin (Co-Founder & Finance and Project Management) worked in finance for corporate America the past 7 years, and spent the prior 3.5 years as an event coordinator volunteer, and has since transitioned to real estate. 

Kenon Nibbs (Advisor) has been managing restaurants for the past 12 years and will be guiding our retail and operations.

We aren’t old, we’re passionate, and have a wide range of experience. We are also humble and appreciate that we are going into some uncharted territory, and therefore are continuing to build our team with mentors & experts.

Risks & Challenges

While we have the passion, intelligence, collective experience, and network to succeed, this startup is still a startup, and like all underdogs, we will have to utilize all of our kung fu to succeed.

• Obviously we have no paying customers. However, we will be the anchor business where there is an active farmers market each Wednesday that brings in 150 people each Wednesday. City Heights is the most dense community in San Diego (approx 400% higher than greater SD) with only a few coffee shops (1 Starbucks and a few independent shops). We have interviewed and have had meetings with countless millennials, small business, community groups, and local nonprofits throughout City Heights and have expanded our reach exponentially with the individuals who have come on board to help us spread the word and succeed. And this IGG campaign will increase the visibility of The DOJO Cafe and it's mission.
• The 10,000 sq. ft. lot we are located on is uncovered. Luckily San Diego rarely receives rain! We will be putting up temporary shelter (like you see at wedding receptions, but way cooler) for those days when rain is searching for parades to ruin. This shelter will always leave an open face to the busy street, and the coverings set in place on cold and rainy days.
• We have a tiny marketing budget, however we have gratefully earned the support of dozens of community members willing to help us spread the word and support the mission.
• It may take a few years to begin paying back you wonderful IGG contributors, and there's always the chance we never can. All we can say is, it is in the best interest of our business model and future growth to accomplish our goal of 100% repayment.