Purposeful Strategies Raising Capital in COVID 19 Venture

Purposeful Strategies Raising Capital in COVID 19 Venture Hours, April 23, 2020 Tony Calandro, Founder, Purposeful Strategies tcalandro@purposefulstrategiesllc. com

Discussion Points ▪ Consumer expectations of business ▪ Social impact investing in COVID ▪ TRU Colors Case Study ▪ Steps you can take 2

Consumer Expectations of Business to Help Society Brand Trust and the Coronavirus Pandemic: Edelman Trust Barometer ▪ 90% expect companies to protect their employees ▪ 71% will erode their brand loyalty if a company puts profits over people ▪ 62% believe companies must step in and address societal needs to pull the country out ▪ 82% believe local businesses will have the greatest impact 3

Social Impact Investing in COVID 19 Investors who care about creating a positive impact for society have been stepping up to finance companies…. March Impact Investments Rise Amid Covid-19 Pandemic…. April Impact investors have crucial roles to play during COVID -19 emergency and helping to build resiliency for communities across the country…April 4

Social Impact Investing in COVID 19 But…. their investment criteria is changing: ▪ Relevance of your social mission today? ▪ What does your company provide post COVID to strengthen your community— “Additionality” 5

COVID-19 TRU Colors’ response to the challenges of COVID-19

TRU Colors vs COVID-19 Like most companies, TRU Colors is working remotely from home which presents some common challenges: • • • Time and workplace management Communications Anxiety around health and job security But for us, the CV-19 is environment presents unique challenges: • • • We can’t be on the streets Social media usage is significantly increased Anxiety and mis-information are everywhere

TRU Colors vs COVID-19 - Internal Continuing with 4 -cores • • Money Housing Transportation Relationships Enhanced Focus on: • Communicating clearly and regularly • Managing mental and physical health • Access to resources, accurate information

TRU Colors TV- Content Gang E-Game Tournaments • • • TFL- TRU Football League Only affiliated players on the field Finals and Super Bowl will have: • Commentators • National anthem • Half-time shows Goal: To prevent violence by providing ongoing cross-gang interactions through E-games and entertainment

TRU Colors TV- Content Distrupt. U- Experiential Learning • • • Dealing with COVID-19 challenges Financial courses Removing limiting beliefs Building strong relationships And much more! Goal: Through “Cooking up Conversations, ” deliver actionable information that addresses mental stress, wellness and professional

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Post COVID Relevance: Additionality Economic Opportunities: ▪ Over 100 paying jobs at the brewery, minimum salary $40, 000 plus incentives ▪ Healthcare benefits, retirement program and onsite daycare “TRU Beginning” ▪ For the community: ▪ Healthcare clinic ▪ Entrepreneur Accelerator ▪ Job skills training ▪ And, a great tasting beer! ▪ Economic prosperity leads to peace 13

Additional Steps Newsletter for Investors Founder Visibility ▪ Using Twitter and Linked. In to communicate frequent updates ▪ Seeking out speaking opportunities at social impact conferences ▪ Leveraging company partnerships ▪ Unpacking his rolodex 14

Raising Capital in COVID 19: Steps to Take Relevance and Communication Additionality: Outline the shared values your company or product has with your core audience—how will it be applied to strengthen your community post COVID? Cannot look like it’s “painting lipstick on a pig. ” Consider framing your impact thru the lens of the UN Sustainable Development Goals Raise your profile and communicate frequent updates— Twitter and Linked. In Convey momentum in all communications—you’re not in retreat Speak at impact conferences Don’t overlook equity crowdfunding sites—Kickstarter; Start Engine, Micro-Ventures and AVG funds Unpack and connect the dots to social impact investors thru your network of contacts ▪ ▪ ▪ ▪ 15 Connect the Dots