Rebecca Bynum, Kim Allan, Jeff Wilson
Virginia Department of Health
Executive Summary | Definition of
Project | Industry Analysis | Target
Market
Marketing Strategy | Project
Operations and Management | Implementation Plan and
Timeline
Potential Risks and Regulatory Issues
| Financial Projections
Service Description
safefoodva.com is a web-based system that will provide consumer information on food safety, education and training courses for food handlers, results of health department restaurant inspections, and links to other government, not-for-profit and private websites that focus on food safety issues. The goal of this service is to create a helpful, viable, food safety information resource. This will result in improved food handling and preparation practices among citizens of the Commonwealth, promote the Virginia Department of Health (VDH) as leader in the community for reliable food safety information and reduce the incidence of food related diseases in the Commonwealth.
Customer Focus
safefoodva.com is designed to target three distinctly different audiences - the Web public, the food service industry and VDH environmental staff. The public will be offered basic information about safe food choices, proper handling and food preparation. This information will help consumers make choices when dining out, preparing meals at home, and preparing portable food. It will also connect citizens with additional resources available through their local health departments and the Web. The system will be marketed to both public and private entities as a health information service for their constituents, members, and employees.
Industry/Market
There are numerous educational, government, not-for-profit and corporate websites offering food safety information. Notable are the Centers for Disease Control and Prevention, U.S. Department of Agriculture, Mayo Clinic, the World Health Organization and the National Sanitation Foundation International. In Virginia, each local entity of the State Health Department maintains a web presence, but there is no systematic emphasis given to food safety and no core set of food safety resources presented on all VDH websites. The unique feature of safefoodva.comwill be that is provides for a comprehensive source of education and information and to links to other food safety sources that existing sources do not provide.
Financial Management
Because safefoodva.com will be established as a function of the Virginia Department of Health in partnership across sectors, several assumptions have been made about the nature of the project's funding and the inherent flexibility of those resources.
Current Food Service Advisory Committee partner organizations, specified by the Administrative Code of Virginia, are typically either government agencies or not-for profit industry associations. The Virginia Department of Health is not a profit generating organization. The goal of safefoodva.com will be to generate enough revenue to cover costs associated with its creation, expansion and ongoing maintenance.
It is believed that total start-up costs of $66,500 derived from an existing base budget will support the personnel needed to implement safefoodva.com. This figure represents basic administrative expenses to include office furniture, utilities, telephone, use of copier/fax, etc.; computer systems and software packages; marketing and advertising; and contractual services for completion of the Web page. Ongoing expenses are projected to start at $103,520 the first year to support one staff person (salary and benefits and travel) and the continuing expenses for supplies and contractual services. Revenues are expected to exceed expenses during the fifth month.
Currently, there is no state requirement for restaurants to pay a permit fee for licensure. The General Assembly could assess each restaurant a nominal fee to cover the costs of inspection, certification and the development and maintenance of safefoodva.com. Estimating fees to range from $10-$25 per inspection, it is expected that annual revenue will shortly exceed $200,000. Clearly, these figures represent a significant ongoing funding base to support the maintenance of safefoodva.com. Revenue potential exists but is not incorporated as part of initial implementation.
Background
The Virginia Department of Health's mission is to equip Virginians to achieve and maintain optimum personal and community health through the promotion of healthy behaviors, disease prevention and environmental improvement. Protecting individuals from harmful environmental exposure has been identified as a critical functional area for public health. One aspect of VDH's protection efforts is ensuring the safety of the food supply in the Commonwealth.
The Virginia Department of Health is dedicated to promoting and improving the health of Virginians. To this end, the organization adopted the following pledge:
The State Health Commissioner has articulated that the creation of a model web-based health information resource and referral system for both internal and external use is an essential component of the agency's strategic plan. This system needs to provide food safety information, facilitate the training of food handlers, document the safety of eating establishments in the Commonwealth and also point users to a network of resources.
The Commonwealth of Virginia is striving to position itself on the cutting edge of technology. Governor Gilmore, in his Executive Order 51 requires state agencies to pursue web-based advancements in technology, issued the following policy:
"All Executive Branch agencies and institutions shall develop plans for delivering current and expanded services through the Internet and shall submit these plans to the Department of Technology Planning (DPT) for review no later that June 1, 2000. Such plans shall maximize workstation access to web-based transactions by agency and institution employees for use in their work assignments and in their status as state employees. In developing such plans, agencies and institutions are encouraged to consider partnering, where appropriate, with the Virginia Information Providers Network Authority, to deliver such services."
As the agency develops its web-based strategy, the State Health Commissioner is striving for continuity among web-based information proffered by the Virginia Department of Health. She seeks a model, a template that can be the building blocks of a system that can be marketed to other public, private and not-for-profit entities as a service for their constituents, members, customers and employees.
Service Description
This project will encompass a web-based health information system focused on food safety issues. The Web page will be attached to the Virginia Department of Health's internet web page and access icons will be available on partner organizations and interested parties' websites as well. The Web page will have several critical components to enhance the public's understanding of food safety issues.
Additional information may be developed in the future. The team is prepared to bring items listed above immediately. Once the training has been developed, a marketing campaign will be developed among food service personnel to encourage participation. Restaurant inspection information will need to be standardized and imported into a database, and, ultimately be made available to the public.
Clearly Governor Gilmore and State Health Commissioner E. Anne Peterson have made innovative partnerships and web-based service delivery a priority goal. This business plan seeks to provide Virginians will a credible resource for food safety information and work closely with our partners to ensure safe food handling practices in the future.
Objectives and Measures of Performance
Effectiveness will be measured by usage, i.e. the number of individuals, organizations and companies that visit safefoodva.com and the number of organizations and companies that elect to use the Computer Based Training (CBT) training tools. In addition, another measure will be the number of community partners that are attracted to partnering with VDH to display a link or provide promotion of the website through their own web sources and advertising. Statewide incident levels of disease will be monitored annually to determine of there is a correlation with use of safefoodva.com. And finally, another test of success will be the spread of this website site beyond the borders of Virginia into other state web sources.
A Web-based Information Delivery System
This Proposal relies exclusively on a web-based information delivery strategy. Use of this venue has the potential to immediately impact vast numbers of consumers in Virginia and beyond and offers an environment of continual growth and positive outcomes.
Why the Web?
The Web represents a medium that is fast, flexible and accessible. The most recent data from the U.S. Department of Commerce (July 1999) indicate that the number of U.S. Web users continues to soar. According to more recent research from the Strategis Group (April 2000), 106 million adults in the U.S., or 53% of the adult population are now connected to the Web. International Data Corp. expects U.S. Net users to reach approximately 180 million in the next four years. Information from Mediamark Research indicates that 40% of users are college graduates, 40% have household incomes of $75k+ and 63% hold white-collar jobs. On-line usage by less educated and lower income individuals continues to grow, but at a slower rate.
There are numerous educational, government, not-for-profit and corporate websites offering food safety information. Notable are the Centers for Disease Control and Prevention, U.S. Department of Agriculture, Mayo Clinic, the World Health Organization and the National Sanitation Foundation International. In Virginia, each local entity of the State Health Department maintains a web presence, but there is no systematic emphasis given to food safety and no core set of food safety resources presented on all VDH websites.
Opportunities Presented by the Web
Use of a web strategy means that the VDH can reach vast numbers of consumers with up-to-date, useful information. Reaching out to a diverse population also means developing corporate, educational and community partnerships to assist individuals in gaining access to the Web and learning how to navigate.
The realities of the "Digital Divide" must also be addressed in order to reach target populations to the maximum extent possible. The US Department of Commerce notes a persistent gap between the information rich and the information poor. However, those without access to the Web at home or work are making use of public and community resources to gain access. The Community NETworker Project in North Carolina is working with disadvantaged communities to develop web capacity. Corporate entities such as PowerUp and AOL are assisting Boys and Girls Clubs with web access. Developing such partnerships in Virginia, including libraries, schools and community centers, will help assure that Virginians more fully reap the benefits of web-based information. Corporate sponsors may further increase public access to technology.
Focus on Food Safety Information for the General Public
safefoodva.com will be targeted primarily to three distinctly different audiences - the Web public, the food service industry and VDH environmental staff. The public will be offered basic information about safe food choices, proper handling and food preparation. This information will help consumers make choices when dining out, preparing meals at home, and preparing portable food. It will also connect citizens with additional resources available through their local health departments and the Web.
Information and Training for the Food Service Industry
Environmental Health Specialists in Virginia's Local Health Departments work closely with restaurants through inspections and educational initiatives. However, there is no uniform, basic food safety training offered for food service workers statewide. The website will address this gap by hosting food safety computer based training (CBT).
The US Department of Labor reports that the food service industry represented 7.8 million jobs in 1998, ranking among the Nation's leading employers. Approximately 200,000 Virginians work in food service. Most dining establishments are small, with 54% employing fewer than 10 workers. Cooks, server and other handlers hold three quarters of Industry jobs. These jobs require little, or no, formal training and turnover is high with wages low. 38 % to 50% of workers are employed part-time and tend to be young. Training is usually on-the-job and lasts less than a week. Managers typically receive formal training, incorporating increased use of computers in training.
The proposed website will contain training modules targeted at the entry-level worker, those who are least prepared prior to employment, least trained upon employment and are most frequently in direct contact with food consumed by the public.
A Resource for VDH Environmental Health Staff
A third audience will be VDH environmental health employees, who may use the site to identify industry resources. The site will serve as a repository for resources available on the Web, such as training sites and other sources of technical and programmatic information.
Working Alongside Traditional Strategies
A network of Local Health Departments throughout the Commonwealth of Virginia will continue to employ more traditional strategies of personal contact, media messages, presentations and printed material to deliver food safety information to individuals, organizations, businesses and the community at large. Incorporating a viable web strategy will enhance the speed of accessing resources and promote the VDH as a reliable, accessible resource for all citizens, not just the economically disadvantaged.
VDH will continue to rely on in-house food safety experts for web content and control of material. Maintaining the technology and technical expertise to host and continually evaluate a vital and reliable site is essential to success. Further, the ability of the VDH to effect a shift from traditional information delivery systems to one, which incorporates the Web, is essential.
Current Market
There are many federal, state, and local agencies that work together to monitor food safety. The Virginia Department of Health (VDH) is required to conduct annual inspections of all food establishments in Virginia and assist them in meeting the requirements for safe food handling and preparation. VDH also provides training and education materials to private business as requested or as needed to ensure regulatory requirements are met. VDH serves as a data collector and investigator of foodborne illness outbreaks in an effort to prevent future outbreaks.
Target Market Clients
safefoodva.com is targeted to the public, the industry and VDH environmental health staff. However, this website will be marketed to a variety of businesses, government and not-for-profit entities who maintain a web presence.
Future Possibilities/Goals
Linking to our on-line information at public health departments and all other state agency websites is a primary goal. VDH will promote on-line access through public and private business websites, i.e. restaurants, grocery stores, schools, and organizations and associations (i.e Virginia Seafood Association, Virginia Hospitality and Tourism Association), and churches, etc. Individuals and employees will be able to dial up and access to our information from their in-home PCs through websites from any of these organizations.
Attractive Features
Private and public organizations and businesses will find that making this site available to their employees and/or clients will promote healthy and safe food handling practices. Training courses and links to other recognized food safety sites will provide valuable resources to employers and their staff. Individuals will find easy to understand information on common food safety practices that correspond to daily food handling activities.
The Competition
There are numerous educational, government, not-for-profit and corporate websites offering food safety information and provide training courses for food handlers. Notable are the Centers for Disease Control and Prevention, U.S. Department of Agriculture, Mayo Clinic, the World Health Organization and the National Sanitation Foundation International. Virginia Tech, International Food Safety Council, the Egg Commission, the Hospitality and Tourism Association and the Virginia Education Association. These sites provide useful and important food safety information specific to their area of focus. The educational institutions provided curriculum for study and certification in some areas of food safety. None of the sites provided a comprehensive source of a cross section of all of this information.
Unique Selling Advantage
The Virginia Department of Health is the only organization in Virginia with multiple aspects of food safety all the information in one place. Restaurant and other food establishment inspections are conducted and the results maintained by VDH. VDH investigates sources of food-borne disease outbreaks. We maintain a system of food-borne disease surveillance and work with other federal and state agencies to monitor rates of and trends in food-borne disease outbreaks. VDH develops and advocates public health policies to prevent food-borne diseases and conducts research to help prevent food-borne illness. We also train local and state food safety personnel. Some activities and services related to food safety are available and provided by other sources. Training and safety courses are available through state institutions and other sponsoring organizations such as Virginia Tech and the International Food Safety Council. The Centers for Disease Control and Prevention perform investigations and track and report diseases. Food associations promote and advertise safe handling of their specific food products. However, it is the unique role of the VDH to serve as a conduit to providing all this information through one point of access.
Barriers to Entry
Regulatory restraints may slow the release of information specific to results of restaurant inspections we have identified. Potential opposition could impact the success of our program. Private food establishments could attempt to restrict the release of inspection information compiled by VDH. Conversely, this data has been highly sought after by the media.
Benefits to the Customer
Safefoodva.com will provide easier and greater access to training information for private food establishments and organizations sponsoring events. Money can be saved by businesses and organizations which utilize our information to ensure safe food handling practices. Consumers will be better informed though educational information provided on the website. This will result in reduced incidents of food related disease in the Commonwealth. VDH will gain greater recognition and serve a greater role as a collaborative leader in providing valuable food safety information to the community.
VDH's uniform recognition as a viable, helpful and reliable source of information regarding the safe handling of food and the prevention of foodborne illnesses is a priority goal. Currently, VDH provides consultative services to business and organizations following the outbreak of a foodborne illness. The focus of our efforts will be to promote the expertise of the health department to increase private and public access to this information through internet access.
Overall Marketing Strategy
Once developed, safefoodva.com will be linked to all internal local health department home pages an on the VDH internet site. From this point, existing VDH private partners (restaurants, churches, businesses, etc.) will be approached and offered the opportunity to link to this website as a means to provide their employees and clients access to foodborne illness prevention information.
Our message will be that as public health professionals we will provide citizens and organizations up to date information and strategies about safe food handling, results of restaurant inspections. We also provide information on training and safe food handling resources with links to other programs.
The next step will be to approach other state agencies, private and not-for-profit organizations to establish links to our website.
Advertising and Promotion
September is National Food Safety Education Month - a perfect time to launch our website. Food safety has recently become a critical issue in Virginia. There have been several highly publicized outbreaks in recent years that have attracted the attention of state and local politicians. VDH inspects all Virginia restaurants at least once a year. Issues surrounding surveillance, public's right to know, restaurant scores are in demand. We hope to utilize billboards, busboards and other private media campaigns. We anticipate assistance from food associations and partners to provide name recognition and promotion of safefoodva.com through in-kind advertising.
Sales Strategy
The importance of safe food handling practices will be the focus of our marketing strategy. Expert knowledge provided by VDH personnel, reliability of the information made available and a source of training, and answers to common questions will also be critical sales components. VDH as a single source of information on training, disease management, and inspection outcomes will be our unique selling feature. There are over 20,000 restaurants in Virginia. CBT training courses will be marketed by existing environmental health staff to restaurants during required inspection visits. If a nominal fee implemented for conducting restaurant inspections and for the cost of administering CBT courses, a revenue base could easily be realized that would support ongoing maintenance and possible expansion of services.
Advertising to Public Partners
Not-for-profit trade associations, hospitals, churches, scouts, fund raising organizations, and civic groups who sponsor food events to raise funds are all potential partners in our venture. VDH personnel will be charged with actively identifying and updating information on the website and providing demonstrations on how the website works. Topics can be tailored to match the audience.
Staffing and Management
The Virginia Department of Health's Office of Environmental Services will play a critical role in the development and ongoing maintenance of the website. Staff in the Virginia Department of Health are uniquely positioned to prepare food safety information and understand the regulation of the industry in terms of training needs and inspection information. The department has created two internal workgroups to facilitate the development of food safety information and training modules. The Statewide Food Committee assures the standardization of restaurant inspection practice across the Commonwealth. In addition, this group develops food safety education materials for distribution. The Food and General Environmental Training Committee utilized information prepared by the Statewide Food Committee and develops a schedule of courses provided around the Commonwealth.
In order to maintain program operations, one full time salaried staff position is required. This staff position will receive an annual salary of $40,000 and benefits. Duties of this position will be as follows:
Initial personnel costs to create and launch the website will be borne by the Virginia Department of Health.
Community Partnerships
Utilizing the tremendous resources at Virginia Polytechnic Institute and partner associations will assure that the latest safe food handling techniques are available to food establishment personnel and the general public.
The Virginia Administrative Code establishes the creation of a Food Service Advisory Committee (FSAC) at 12VAC5-420-70. Given the representative nature of this advisory committee, across sectors, necessary oversight for the safefoodva.com shall come from this group. The Code specifies that the commissioner shall appoint a FSAC. He shall appoint to the FSAC as many members as he wishes, but a minimum of one individual each from the following:
Appointed members of the FSAC shall serve at the discretion of the commissioner and shall make recommendation to the commissioner regarding food service policies, procedures and other food program operations. The FSAC shall meet at least annually.
Organizational Chart
Safefoodva.com has identified a number of critical groups to provide advice and consultation to ensure the website meets its objective. Input will be provided at various levels of VDH's organizational structure. Decisions will be made following the normal chain of command. All deliverables will be generated by the VDH Food Safety Division and safefoodva.com staff.
The relationship between critical actors and organizations is as follows:
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Input |
Decision Making |
Deliverables |
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Food Safety Advisory Committee and Partner Organizations |
> |
Commissioner |
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V |
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Environmental Health Managers |
> |
Office Director, Environmental Health Services |
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V |
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Statewide Food Committee and the Food/General Environmental Training Committee |
> |
Division Director, Food Safety |
> |
Content Expertise |
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V |
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Program Staff |
> |
Website Design and Implementation |
Clearly, the resources available within the Virginia Department of Health and its partner organizations ensure that the food safety website will be implemented, managed, and updated in a timely manner. Highlighting the latest food safety information will help improve the health of all Virginians.
The Plan will be implemented in two phases; a Pilot followed by System-wide incorporation. The proposed timeframe is as follows:
|
Activity |
1st Quarter 2000 |
2nd Quarter 2000 |
3rd Quarter 2000 |
4th Quarter 2000 |
2001
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Preliminary approval from VDH Senior Management |
January |
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Refine project based on feedback |
February |
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Secure VDH partners/ internal experts |
March |
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Define the Pilot |
April |
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Identify external partners |
April |
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Announce Pilot during National Food Safety Month |
May |
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Develop Web resources and Course content |
June |
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Post CBT on Blackboard |
June |
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Launch Pilot Instrument |
July |
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Preview project at VDH Annual Food Summit |
August |
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End Pilot |
September |
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Assess Pilot |
October |
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Final Management Approval |
November |
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Define program/Secure Funding |
November |
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System-wide implementation |
January, 01 |
Risks
There are several risks that will impact the success and sustainability of safefoodva.com. Links that we promote will be associated with VDH's name and expected to contain valid information. After consultation with the Commonwealth's Office of the Attorney General, it was decided that we would initially limit our links to other recognized state and federal sites. The concern is that if we link to a source that provides food safety information and a client following that advice experiences harm, then VDH may be held liable for this outcome.
The restaurant industry may raise opposition to the easy access and publication of inspection results on the website. Without their support of the website, there could be a boycott of web-available training and certification courses which, in turn, could affect revenue. If the restaurant industry voices a negative image of the safefoodva.com, then other desirable partners might not be as willing to work with us or use the website.
Without ongoing support of outside associations and organizations through in-kind contributions, promotion or use of the website, safefoodva.com could fail. Lack of support from internal management or environmental health services support staff would severely restrict the ability of the website to continue.
Lack of funding to support ongoing contracted services and the sole salaried employee could also result in the website becoming stagnant.
Regulatory
Compliance with local, state and federal laws and regulations will significantly impact on this program.
Current state Executive Order (EO) 51 is a driving factor in the creation of this website. Future EOs at the state and federal level may also change the direction and content of the safefoodva.com. In addition, new regulations governing the process and release of restaurant inspection information could result in publishing changes. VDH has a policy office whose role it is to monitor and interpret new laws and regulations that affect the agency in all aspect of health. This office, in conjunction with the office of environmental health services, will provide a key link to food safety laws and regulations as they may relate to how safefoodva.com is structured and adapted in the future.
$66,500 is needed to start this project. Annual expenses will reach $103,520 the first year. However, revenues are expected to exceed monthly expenses by the fifth month. The following chart illustrates our total projected revenue based on licensure fees to all restaurants in Virginia. A portion of the fee will be used to resource safefoodva.com.
Start-up Resources:
No existing funds are currently available within the Virginia Department of Health for this purpose. However safefoodva.com has developed a number of strategies for initial funding requirements.
Traditional grant - safefoodva.com could be the recipient of grant funds. We have identified a number of organizations that provide grants to improve community health. Our business plan is certainly applicable to funders that seek innovative ways to reduce the incidence of communicable disease in the Commonwealth.
Cooperative agreement with partners - due to their interest in food safety, organizations that participate on the Food Safety Advisory Committee may be interested in the success of safefoodva.com. Each partner organization could provide a pro-rated share of start-up costs to ensure the viability of the initiative.
Legislative initiative - Because assuring the health and safety of the citizens of the Commonwealth is of paramount importance to the Governor and the General Assembly, either one could appropriate general funds for this purpose.
Ongoing support:
safefoodva.com believes that restaurant owners will support the development of the website, particularly computer based training courses.
Currently, there is no state requirement for restaurants to pay a permit fee for licensure. The General Assembly could assess each restaurant a nominal fee to cover the costs of inspection, certification and the development and maintenance of safefoodva.com. Estimating fees to range from $10-$25 per inspection, it is expected that annual revenue will shortly exceed $200,000. Clearly, these figures represent a significant ongoing funding base to support the implementation of safefoodva.com. Initially, additional revenues would be used to reimburse safefoodva.com's "venture capitalists."
Based on the success of this initiative, safefoodva.com could be expanded to other states. This website template and its integrated food safety courses are applicable anywhere in the country. The potential for expanding this innovative, low-cost resource is real.
Appendix A
Assumptions
Because safefoodva.com will be established as a function of the Virginia Department of Health in partnership across sectors, several assumptions have been made about the nature of the project's funding and the inherent flexibility of those resources.
Current Food Service Advisory Committee partner organizations, specified by the Administrative Code of Virginia, are typically either government agencies or not-for profit industry associations. The Virginia Department of Health is not a profit generating organization. The goal of safefoodva.com will be to generate enough revenue to cover costs associated with its creation, expansion and ongoing maintenance.
COSTS:
Labor:
The full time staff position will have a salary of $40,000.
Retirement @ 11.35% of salary
FICA @ 7.65% of salary
Group Life Insurance @ .80% of salary
Health Insurance @ 4.8% of salary
Retiree Health Insurance @ 1.57% of salary
Long-term disability Insurance @ .83% of salary
Administrative Costs:
Administrative and general expenses is estimated to cost $7,750 annually, after an initial start up cost of $5,000. This lump sum will cover rent, office supplies, telephone, utilities, and use of copier/fax.
Supplies:
The establishment of safefoodva.com will require the appropriate computer systems and software packages to ensure innovative development. An annual fee is associated with the subscription to an online computer based training services. $500 in start-up costs and $1,000 in annual expenses is expected to cover this budget item.
Start-up Equipment required:
Furniture: $5,000.00
Computer Systems and software programs: $5,000
Travel/Meeting Expenses:
Estimated annual cost of travel/meeting expenses to host the Food Service Advisory Committee for a number of partnership meetings around the state. It is estimated that $3,000.00 will cover the annual expenses for this budget item.
Marketing/Advertising:
Promotion of safefoodva.com will be paramount to its success. Partnerships will ultimately decide on the most appropriate promotional venues. However, $50,000 will be invested at the start of the project, and $20,000 will be invested annually. The following break-down provides an example of potential marketing/advertising costs for the kick-off campaign. We expect outdoor and transit venues to inform the general public and display advertisements in trade magazines to highlight the computer based training coursework for food handlers. Links to other websites will enhance our marketing/advertising strategy at no cost.
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Type |
Amount |
Cost |
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Magazine |
20 spots and mentions: 200,000 impressions |
$20,000 |
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Outdoor |
4 weeks, 40 poster billboards: 14 million impressions: |
$20,000 |
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Transit |
4 weeks, 120 bus signs: 1,300,000 impressions |
$10,000 |
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Total |
$50,000 |
REVENUES:
Inspection charges can range between $10 and $25. The attached financial projections are based on the average, $17.5. At that rate, and based on the number of restaurants in the market area, it is anticipated that an average of 10,971 inspections will be conducted annually, and 914 monthly.
[ Operations budget | Annual Cash Flow | Annual Balance Sheet ]