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                       DUPONT CIRCLE VILLAGE
                                 Business Plan
                                 (revised 6-9-08)

The 4-15 iteration reflects the initial draft done by Abigail, Marilyn and Dorothy, a following
expansion by Gerry and now, this enhanced version by Abigail and Peggy with infusion from Iris
on Marketing, comments from Judy W, Roberta Milman, Gerry, Marilyn Newton, Mary Braden
as well as using the Beacon Hill Village’s Village Concept: A Founders’ Manual

4-27-08 includes input from Dorothy Williams, Marilyn Newton, Bradley Runyon, Gerry
Schwinn, Mary Braden.

6-9-08 includes changes to VI. Management and Organization Section reflecting 6-4-08 Planning
Group meeting.

                                                             DUPONT CIRCLE VILLAGE
                                                                                  Address Line 1
                                                                                  Address Line 2
                                                                       Washington, DC ZIP Code

   Table of Contents

   I.      Executive Summary
   II.     General Description
   III.    Products and Services
   IV.     Marketing Plan
   V.      Operation Plan
   VI.     Management and Organization
   VII.    Start-up Expenses
   VIII.   Appendices
Page 2 of 16
                                                                                Page 3 of 16

                                 I. Executive Summary

Dupont Circle Village is a neighborhood non-profit enterprise within Dupont Circle in
Northwest DC. Its goal is to provide realistic and cost-effective options for residents who
wish to remain in houses and apartments as they age. This enterprise is a hybrid of an
elderly cooperative, a recreational club, a reference library and a concierge service which
will enable members to find a reliable plumber, get a ride to the grocery store or doctor’s
office or arrange for home health care. DCV also aspires to offer physically, mentally and
socially stimulating activities including trips to museums, restaurants and adult classes.

The organization is managed by an Executive Committee who hires the Administrative
Assistant to oversee requests from residents, access to senior-friendly and vetted third-
party resource providers and creation of a corps of volunteers.
A Board of Trustees, representing pertinent areas of expertise is the governing body for

Funding for the organization is generated by membership dues from residents,
fundraising efforts, donations and grants from local organizations and from the DC
Office of Aging.
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                             II. General Description

Mission Statement:

The Dupont Circle Village is a non-profit neighborhood organization that connects
residents to services that enable them to stay in their homes as they age and face new

Village Goals and Objectives:
The concept of the Dupont Circle Village grew from concerns many people share as they
age: the fear of becoming a burden to their family and friends, the difficulty in
continuing to do routine but vital household tasks, as well as questions about coping with
short-term or more serious health care needs at home. Our goal is to enrich and make life
easier for community members. Areas of assistance range from providing transportation,
running errands, and making referrals of reliable third-party suppliers. A corps of
volunteers responsive to the various needs of members, with the help of an administrative
staff person, forms the operational core of the organization.

Business Philosophy:
DCV strives to be a resource to help a large and growing number of over-50 neighbors
and to create opportunities for volunteers of all ages who will assist in providing services
and building the organization.

Strengths and core competencies:
The founders of the Dupont Circle Village bring to its establishment a range of expertise
and experience from many years living in this neighborhood, the city and elsewhere.

Legal form of ownership

Dupont Circle Village is a non-profit corporation incorporated in the District of
Columbia. It is seeking tax exempt status.
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                              III. Products and Services

Dupont Circle Village expects to provide volunteer services or identifies providers of
services as needed which may include:

    Home Services: snow removal and yard work; transportation for grocery
     shopping, dry cleaning, and other errands; house maintenance (e.g., replacing
     ceiling light bulbs); house emergencies; house/window cleaning; gardening;
     summer rentals and house swapping; home safety evaluation.

    Health Care Services: picking up prescriptions, providing doctor-prescribed rides
     to/from medical appointments and procedures; providing opportunities for blood
     pressure screenings and immunizations; and, linking those interested to exercise
     programs for mobility, balance and weight loss. DCV also offers a vetted list of
     vendors who provide home health care, from temporary help after a fall, to regular
     supervision of prescribed medications, to 24-hour home health care. It also
     provides information about LifeLine services.

    Financial and Medical Literacy: CPA advice, including tax preparation, helping
     write wills and help in understanding Medicare and drug benefits.

    Pet needs: feeding and walking pets , providing rides to the vet.

    Computer literacy: troubleshooting problems , access to a “geek” service

    Keeping in Touch: friendly/neighborly visits; “red alert” feedback from
     volunteers about residents who might need help.

    Cultural Events and Continuing Education: fostering formation of DCV
     “affinity groups” that could arrange cooking classes at local restaurants, group
     outings to theatres and museums, art classes, bridge and other games, dancing,
     swimming, yoga, Pilates, etc.

Services to members can be expanded as additional services or financial resources are
identified and more volunteers are recruited. Other organizations which can be resources
for the DCV include IONA Senior Services and Manage On My Own (MOMO), and
Houseworks. We also hope to identify neighborhood vendors willing to offer discounts
and/or special service to DCV members.
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Fees and Revenue

Revenue to pay for village operations and services will come principally from annual
membership dues. We will also apply for grants to receive funds from the District of
Columbia government Office of Aging and the DCCA and will solicit advice and other
help from our local ANC. We expect to do specific fundraising as well.
                                                                                Page 7 of 16

                             IV. Marketing Plan

Introducing and gaining support for a new project requires a multi-faceted approach. We
are fortunate in that the idea of “aging in place” and the “village movement” has received
national recognition; the demographic breakdown of the Dupont Circle community
indicates many potential members. To be successful, however, we must move beyond
acceptance of the general concept to the specific: how will creation of a Dupont Circle
Village benefit the community and individual residents and why should they support it?
Once supported, how will we sustain it? Our marketing plan is designed to inform our
community about this vital new concept and to persuade them to get involved in
building the DCV.
The plan for the first year combines five major components we consider integral to
achieving our goal of community acceptance and support.

                             Community Outreach

Neighborhood Startup Meetings: In the fall of 2007 and into 2008, a core group of
supporters held nine informational meetings in homes throughout the Dupont Circle area
to introduce the concept of a Dupont Circle Village (DCV) and generate discussions
about the feasibility of a neighborhood village. The meetings provided us with an
exchange of ideas and a database of interested people from which to build an
organization. In addition to potential member names, at each meeting we circulated a
survey listing possible services and asked participants to indicate preferences on services
and their willingness to volunteer. Using the information collected at these meetings, a
core group of people dedicated to creation of DCV has been identified and a committee
structure was established, including a Membership Committee, a
Services/Partners/Volunteers Committee, a Finance/Legal/Management Committee, and
a Planning Group which has been meeting regularly.

See Appendix for copies of survey and survey results.

Public Forums: From the beginning, DCV has enjoyed the support of DCCA through
overlapping members and shared agreement about the future needs of the community.
This support resulted in a DCCA meeting in February that was particularly well attended,
indicating wide support for formation of a DCV. It was a particularly valuable means of
reaching citizen activists.

Liaisons With Established Health Care and Community Service Providers: We have
had several meetings with IONA Senior Services (hereafter called IONA), a non-profit
organization in Ward 3 and parts of Ward 2, one of four DC agencies funded by the
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Office of Aging. We continue to explore ways in which we can work together. IONA’s
Executive Director Deborah Peeples, is interested in expanding its cultural, educational
and health-related activities to serve Village organizations, including the DCV. Possible
areas of cooperation and assistance are outreach events and training of volunteers.

We also have met with Manage On My Own (MOMO), a recently-formed for-profit
organization with the goal of helping vet vendors and volunteers for Villages as well as
helping develop and manage a Village web site. Its template for a Village website and
some other services can be obtained for a nominal monthly fee from the Village.

Liaisons With Other Community Villages: Capitol Hill Village is the most established of
our area villages, but several other neighborhoods are in various stages of development,
including Kalorama, Palisades, and the Northwest Neighbors Village in Chevy Chase.
We have met with leaders of these groups to share information about process, structure,
and funding. Although each neighborhood presents unique challenges, overall goals are
similar and cooperation and communication among the groups is valuable and important.

                                     Public Relations
One of the primary ways to heighten awareness and promote interest is through media
attention. Press releases will be sent to the print and electronic media and to local radio
stations that feature community activities. An example of a DCV press release is located
in the Appemdix.

Brochure: We are developing a brochure to introduce ourselves and our programs and to
build membership. A draft of the brochure is attached.

Mailing: In an effort to reach our neighbors who don’t go to meetings or are not
computer savvy, we are planning a mailing to inform them about the latest neighborhood
organization and invite them to become involved as well as distributing flyers door-to-
door. A draft of the letter and an information/participation form is attached.
Alternatively, we may hand-deliver letters and forms to area residents.

Webpage: DCV is committed to developing a Webpage, either independently or as a
portal on an existing site. The URL has been captured. We
are currently exploring several possibilities and will decide how to proceed, including
using MOMO, following incorporation.
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Posters: Posters announcing events will be placed on neighborhood message boards,
announced at DCCA and ANC meetings, and posted at key neighborhood businesses.

Press Releases and Media: We will use local papers, including the Dupont Circle
Current and the Blade as well as the Washington Post to get the word out about DCV.
We will investigate the use of PSAs (Public Service Announcements) and creating a
Yahoo list serve for the Dupont Circle neighborhood (similar to those in Shepherd Park
and Cleveland Park).
In-home Gatherings: We will continue to hold in-home information gatherings as we see
the need for them.

Neighborhood organizations: Churches, businesses including banks and restaurants, and
our ANC provide a wealth of “getting the word out” possibilities.

                                  Fiscal Management
As described in the preceding section on Fees and Revenue, income will be derived from
a variety of sources, including membership dues, fundraising, “friend-raising” and grants.
Since increasing membership is essential to our survival, in this section we will focus on
how we plan to attract and retain members, recruit and sustain volunteers, and create an
efficient system of managing providers and services. We currently are discussing details
about dues levels, membership eligibility, and types of services offered, and are
committed to being an inclusive village that reflects the diversity of the Dupont Circle

Getting people to join a membership organization requires organization and commitment.
The effort needs to be led by a core group of people who set goals in consultation with
the executive committee. A Membership Committee is already in place and has begun
working on these issues. Recruiting and talking points will be derived from analysis of
surveys and discussions undertaken by DCV. Membership recruitment is best achieved
through personal contact, backed up with literature and word of mouth. Because we are a
neighborhood organization the possibilities for direct recruiting are substantial.
Fundraisers and introductory events are excellent venues for recruiting new members.
Membership retention is advanced by keeping members involved and informed. One of
the hardest tasks for any organization is retaining and building membership; we are
committed to retaining our members through regular communications and awareness of
current needs.
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The Office of Aging has budgeted $300k [$210K] for fiscal 2009 for Village
Development We will apply for funds when the RFP (Request for Proposal) is

DCV is presenting a request in late April to the DCCA Executive Committee for $3,000
to fund start-up costs and pursue our incorporation and 501 (c)(3)tax exempt status .

DCV has also created a form to distribute to those interested in either pledging or
contributing to DCV.

As previously mentioned, we distributed surveys at the initial in-home gatherings. Data
from these surveys have been compiled, and we have an informed idea of what types of
services are wanted and who would be willing to volunteer for providing these services.
Additionally, AARP conducted a similar survey and documentation is available about
the results. We have studied the programs and structures of other “villages” to determine
whether these models would work for DCV. Finally, stories such as the ones that
appeared in The New York Times (, the Washington Post, the Los Angeles Times, and US
News & World Report have informed us about national attempts to create villages and
have helped us to understand the larger demographic and sociological trends underlying
the movement.
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                                  V. Operational Plan

Offering of Services
Services will be provided largely by volunteer.
Dupont Circle Village will identify and partner with other local non-profits that provide
services to Dupont Circle Village members.

Additional services that require a fee will be considered, reviewed, and evaluated.

The Executive Committee in discussions with the Board of Directors will appoint a
committee to monitor the quality of Dupont Circle Village services.

Dupont Circle Village will seek donated office space large enough to accommodate 2-3
people working at the same time and small committee meetings of up 8 to 10 people.

Dupont Circle Village may function initially with only a volunteer staff and, as resources
allow, one part time administrative staff person.
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                        VI. Management and Organization

Executive Committee

Day-to-day management of the Dupont Circle Village will be the responsibility of a 5-
person Executive Committee. The Executive Committee will become part of the Board
of Directors once the Board of Directors is in place.

The first Executive Committee will be selected at a meeting of the expanded Planning
Committee. The first Executive Committee will be selected after this section of the
Business Plan is approved by the Planning Group. All members of the Executive
Committee will be residents of the Dupont Circle Neighborhood. All present at the
meeting to select the Executive Committee will vote for 5 individuals to serve on the
committee. The 5 individuals with the most votes will constitute the first Executive
Committee which will serve until the Board of Directors is established.

The first Executive Committee will select the Chairperson, a Vice-Chairperson and a
Secretary from among its 5 members. The 1st DCV Treasurer will be selected by the first
Executive Committee and will serve as a sixth member of the Executive Committee.

The responsibilities of the Executive Committee are:

    Appoint and supervise paid and volunteer staff
    Oversee volunteers performing services in the name of DCV with the assistance of
     a Volunteer Coordinator
    Approve and manage relationships with other organizations and third-party service
    Manage finances with the assistance of the DCV Treasurer
    Manage DCV legal affairs
    Manage relations with the District of Columbia
    Oversee communications, public relations, and marketing
    Oversee the membership program
    Give direction to technology issues and systems.

To assist in carrying out these functions the Executive Committee will establish a
committee structure including selection of committee chairs. Each of the Executive
Committee responsibilities will be overseen by at least one Executive Committee
member. When needed, the Executive Committee may select professionals to serve the
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organization e.g., an attorney, accountant, insurance agent, banker, i.e. a neighborhood

Board of Directors
The first Board of Directors will be established in the fall of 2008. The first Executive
Committee will recommend procedures for selecting the

        The 5-member Executive Committee

        Neighborhood members of the Board.

        The Treasurer.

There will be at least one resident of each of the 6 Census Tracks among the board
members. The size of the board will be at least 9 members.
The first Board of Directors will define its responsibilities, the future responsibilities of
the Executive Committee, and procedures for selecting future Executive Committees.
The Board of Directors will meet at least 6 times each year.

Advisory Council
The first Board of Directors will invite participation to an Advisory Council which will
be in place to meet by early 2009. Among the organizations and professions from which
the Board of Directors could draw are:

       Dupont Circle Citizens Association
       Dupont Circle Advisory Neighborhood Commission 2b
       Office of the Ward 2 City Council Member
       Whitman-Walker Clinic
       DC Jewish Community Center
       Neighborhood Churches
       DC AARP
       DC Council on Aging
       IONA Senior Services
       Gerontologist
       Professionals or academics focusing on aging-in-place issues.

The Advisory Board will meet at least twice each year.
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                                  VII. Start-up Expenses

Estimated annual operating expenses:

    1 part-time staff (24 hours x 52 weeks = 1,248 hours)

       1,248 hours x $20/hour = $24,960

    Benefits, including insurance (General Liability, Worker's Comp and Errors/Omissions,
     to be resolved in the future.

    Communications (DSL, cell phones, land line) = $ 2,000

    1 laptop computer         = $ 1,500 including software

    1 printer/fax             = $ 250

    Office supplies           = $ 1,500 (ink, paper)

    Furniture (donated)

    Space (donated)

    Advertising/Marketing = $500

    Incorporation & tax
     exempt filing             = $ 5,000

                     total     $35,710 (without computation for insurance & staff

Estimated Annual Income: $51,000

      100 members, dues would be $510 1st year
      150 members, dues would be $340 1st year
      200 members, dues would be $255 1st year
      250 members, dues would be $204 1st year

[Future: 5-year budget for tax exempt status filing]
                                                                        Page 16 of 16

                               VIII. Appendices

 Census Data on Dupont Circle

 Survey Form and Results from 9 in-home gatherings (44 completed surveys; 37
  likely members,; 44 will help to organize a village; 47 will volunteer with a

 AARP Survey and Results. About 200 people responded, 77 in Dupont Circle (far
  more than from any other neighborhood); about 45% of the Dupont residents said
  they would be interested in volunteering, 51% said it was very likely they would
  become members; we have phone numbers for 85% of the Dupont residents, and
  email addresses for 70%. There is a lot of overlap in the interest areas and
  activities between the AARP questionnaire and ours, and they have similar scales
  (very interested, somewhat interested, not interested in the AARP version). I have
  a done a crosswalk between the two. 14 items in the AARP questionnaire are
  nearly identical in wording to items in ours, and 5 others are reasonably close
  matches. So we could combine the 2 data sets for those items.

 Volunteer Sign Up letter and card

 Pledge and Contribution Form

 Brochure

 Press Release

 Comparative Costs of Independent Living in DC area Retirement Communities

 Map of Dupont Circle

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