Bobcat Breakfast

Kiosk

Northeastern Middle School

Kim Alessandroni,
Director of Child Nutrition Services
(717) 266-3667 x10225
Rachel Dreibelbis, Chelsea Hollowell, Josie Petersson
PSU Dietetic Intern 2015-2016

Table of Contents
Statement of Purpose: ......................................................................................................................................... 3
Business Objectives .............................................................................................................................................. 4
Company Description .......................................................................................................................................... 4
History of School Breakfast Program ....................................................................................................... 4
Current Status .................................................................................................................................................... 5
Future Goals ....................................................................................................................................................... 5 1

Staffing ...................................................................................................................................................................... 6
Hierarchy of Staffing ....................................................................................................................................... 8
Market Analysis ..................................................................................................................................................... 8
Industry Analysis.............................................................................................................................................. 8
Marketing Plan: ................................................................................................................................................. 9
Product: ............................................................................................................................................................. 10
Placement:........................................................................................................................................................ 11
Price:................................................................................................................................................................... 12
Promotion: ....................................................................................................................................................... 12
SWOT Analysis: ................................................................................................................................................... 13
Discussion of Business Risks: ................................................................................................................... 14
Operating Procedures ...................................................................................................................................... 14
Location: ........................................................................................................................................................... 14
Process: ............................................................................................................................................................. 14
Acquiring .......................................................................................................................................................... 14
Storing ............................................................................................................................................................... 14
Distributing...................................................................................................................................................... 15
Financial Data ...................................................................................................................................................... 15
Breakeven Analysis: ..................................................................................................................................... 15
Projections: ...................................................................................................................................................... 16
Budget: .............................................................................................................................................................. 17
Explanation of financials: ........................................................................................................................... 18
Feasibility .............................................................................................................................................................. 18
Citations ................................................................................................................................................................. 20
Appendices ................................................................................................Error! Bookmark not defined.

Statement of Purpose:
The purpose of the Bobcat Breakfast kiosk is to increase breakfast participation
among students at the Northeastern Middle School. The breakfast kiosk will give students
a more convenient grab and go option and allow students to access breakfast foods
outside of the cafeteria.
Executive Summary:
The Bobcat Breakfast kiosk will be an expansion of the Northeastern Middle School
cafeteria and will be executed during breakfast. The purpose of the kiosk is to increase
breakfast participation by providing both hot and cold breakfast items that follow the
Healthy and Hunger Free Kids Act. The kiosk will run on a one-week cycle menu and
include a la carte items for purchase.
One part time staff member will be responsible for the preparation and execution of
the kiosk. The part time staff member will be expected to set up, run and maintain the
breakfast kiosk. The Director of Child Nutrition Services, cafeteria manager and cafeteria
assistant manager will be involved to ensure the breakfast kiosk is operating properly.
The audience of the breakfast kiosk is students of Northeastern Middle School, and
objectives are set to increase breakfast participation among all students. There are no
specific objectives set to increase participation among free and reduced students due to the
idea that as over all student participation increases so will that of students who receive free
and reduced meals.
Mission Statement:
Bobcat Breakfast kiosk will provide a nutritious breakfast to students at the
Northeastern Middle School. Breakfast items will follow the guidelines of Healthy and
Hunger Free Kids Act (HHFKA), and promote breakfast participation to increase the
success of students through out the day. Increased breakfast participation will also
supplement the current cafeteria establishment.

Business Objectives
1. Upon opening the Bobcat Breakfast kiosk it will meet HHFKA federal regulations
and all meals will follow breakfast guidelines.
2. Once the Bobcat Breakfast kiosk is complete participation among all students will
increase by an average of 50% during the first two months (Phase 1).
3. One year after the implementation of The Bobcat Breakfast kiosk breakfast
participation will increase to greater than 20% among all Northeastern Middle
School students.
Company Description
The Bobcat Breakfast kiosk will provide hot and cold breakfasts in a grab and go
style through 7:00am and 7:32am at the Northeastern Middle School. The kiosk will be
located outside of the cafeteria doors to ensure convenience, and feature items that are not
always offered in the cafeteria. A variety of breakfast bars, milk, cereal, fruit, prepackaged
breakfast items, and a hot option will be offered on a daily basis. A point of sales (POS)
system will be set up at to allow students to use their accounts at the breakfast kiosk.
Students will be able to purchase meals or a la carte items using the POS system or cash.
If possible, the breakfast kiosk will be moved and reopened for a second chance
breakfast purchase after SSR. The success of the second chance breakfast kiosk will depend
on the set morning schedule, student and teacher compliance, availability of cafeteria staff
and administration support. The second chance breakfast will offer nonperishable
breakfast items, and operate until the start of first period.
The kiosk will focus on offering breakfast options that the students enjoy and will
make it easier for students to purchase breakfast before starting their first class.
History of School Breakfast Program
The School Breakfast Program (SBP) was established in 1966 to provide grants to
schools serving breakfast to supplement children who were considered nutritionally
needy. During the first two years of the program the SBP served approximately 80,000
children, costing the federal government $573,000. Between 1966 and the present, the SBP
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expanded numerous times until it finally evolved into a program that is available for all
schools.
In 2010 the Healthy and Hunger Free Kids Act was established which updated the SBP to
ensure all menu items meet the national nutrition guidelines. Phase one of the SBP
nutritional guidelines became effective in 2014, and must be followed for schools to receive
government funding. Phase two will become effective in 2017, and will make the national
nutrition guidelines even more strict by increasing sodium restrictions, increasing fat
restrictions and requiring all grains to be 100% whole grain.
The Bobcat Breakfast Kiosk will follow all SBP guidelines and be accessible to students who
receive free or reduced meals.
Current Status
Northeastern Middle School currently offers breakfast everyday for students.
Breakfast includes a variety of hot items, cold items, prepackaged foods and beverages.
The cafeteria is the only location to access breakfast foods and all foods must stay in the
cafeteria and be disposed of before continuing to Silent Sustained Reading (SSR).
Future Goals
The Northeastern Middle School will be the first location to implement a breakfast
kiosk. The main goal of the Breakfast Kiosk is to increase breakfast participation among
students. If the kiosk proves to be successful in the Middle it would be most ideal to
establish breakfast kiosks at all schools within the Northeastern School District.
Details of Future Goals

Establish a Breakfast Kiosk at Northeastern High School at the start of the

2017-2018 school year

Establish breakfast kiosk at Northeastern Elementary Schools at the start of

the 2018-2019 school year.

Staffing
The Bobcat Breakfast kiosk will operate with one part time staff member. The part
time staff member will be directly responsible for the breakfast kiosk and will be
supervised by the Director of Child Nutrition Services and the Cafeteria Manager/ Assistant
Manager (refer to staffing hierarchy). The staff member will be expected to set up, maintain
and clean up breakfast kiosk. Breakfast starts at 7:00 am and ends at 7:32 am, the part
time staff member will arrive at 6:30 am to prep hot breakfast items and set up the
breakfast kiosk.
The part time staff member will be an existing staff member; no additional cafeteria
staff will need to be hired to run the Bobcat Breakfast Kiosk.
Timeline of Breakfast kiosk setup

6:30-6:40- restock and shelve all nonperishable, prepackaged food items

6:40-6:50- Prep and stock cold items (milk, yogurt, fruit, juice, ect.)

6:50-7:00- Prep and stock hot items (featured menu item)

7:00- turn on POS and login to Nutrikids System

Clean and organize if needed as breakfast kiosk is functioning

(Refer to appendix for Breakfast Kiosk set up checklist)

Second chance

Remove all hot and cold food and beverage items from breakfast kiosk
o Clean up and store leftover food items properly

Relocate breakfast kiosk to second location, outside of the library

* Future goals will include restocking nonperishable foods at the conclusion of breakfast to
save prep time in the morning, collecting breakfast trashcans, and helping to maintain
surrounding environment of the Breakfast kiosk.
Specific qualifications will need to be met by the part time staff member to ensure
they are able to complete all necessary tasks. Below is a detailed outline of the job
descriptions for each staff member necessary to run Bobcat breakfast kiosk.
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The Director of Child Nutrition Services will ensure Bobcat Breakfast kiosk is operating
effectively and efficiently by observing food choices, checking financial data and
staffing the kiosk.
o Job Summary: As a line member of school management under the
supervision of the Superintendent, the Director of Child Nutrition Services
recommends and administers approved policies and programs in managing
and providing general direction to food services throughout the school
district; recommends persons for employment; supervises the work of
cafeteria personnel; recommends the equipment and operating budget;
evaluates all phases of food services; and, performs such other duties as may
be assigned by the Superintendent.

The Child Nutrition Services Secretary will document any staffing, employee benefits,
financial invoices and other record keeping for the breakfast kiosk.
o Job Summary: Provide clerical support to the Director of Child Nutrition
Services in a manner that is professional, diplomatic, and complies with
confidentiality requirements. The secretary will be a point of contact for the
Director of Child Nutrition.

The Cafeteria Manager/ Assistant Manager will organize all ordering, receiving and
maintain stock of food items, as well as manage staff by delegating tasks and
ensuring quality work. This is a full-time position paying $16.31/hour with full
benefits.
o Job Summary: Provide students and staff with a nutritional, eye-appealing
meal while ensuring a clean, sanitary, and safe working environment.

Part Time Cafeteria Staff is responsible for food preparation, student transactions and
maintaining the cleanliness of the breakfast kiosk. This is a part time position
paying $8.45/hour with retirement and social security.
o Job Summary: Ensure students and teachers are served their meals in a
timely, efficient manner and provide them with a safe, clean environment.

Hierarchy of Staffing

Director of Child
Nutrition Services:
Kim Alessandroni

Child Nutrition
Services: Jennifer
Spence

Cafeteria Manager:
Will Covington

Assistant Cafeteria
Manager: Jamie
Schmuck

Part-Time Cafeteria
Staff: Perrye Martin

Market Analysis
Industry Analysis
Increasing student participation in school breakfast programs is currently at the
forefront of anti-hunger advocacy. One study reported that 62% of teachers noticed
students regularly coming to school hungry because they did not receive any or enough
food from home1. School districts across the country that have implemented breakfast in
the classroom, grab and go kiosks or second chance breakfast have seen an increase in
their breakfast participation. Studies have shown a decrease in trips to the nurse, tardiness
and suspensions and an increase in school performance and attendance2.
The main competition to the Bobcat Breakfast Kiosk will be meals eaten at home, at
local breakfast establishments such as Dunkin Donuts and McDonalds and the vending
machine located in the Northeastern Middle School across from the cafeteria.
The kiosk will provide a quick and convenient way for students to have breakfast on
the go in the morning. It will feature familiar breakfast favorites such as Pop Tarts, Mini
Bagels, McBobcats and Pancakes-on-a-stick.
An initial strength of the kiosk will be the excitement of a new breakfast venue for
the students. In the long run, with the successful inclusion of breakfast items that are
student favorites, word of mouth and convenience has the potential to make the breakfast
kiosk a staple in the middle school. Offering a last chance grab and go breakfast after the
students initial reading period could increase breakfast participation of those students who
are not hungry when first arriving at school early in the morning.

The vending machine located in the school hallways is a potential threat to the
breakfast kiosk as the products available there may be more appealing than the products
offered at the kiosk. Gaining support from school staff is important for the success of the
kiosk. There could possibly be an increase in spills in the hallways as a result of having the
kiosk, though the majority of items served will be prepackaged and in closed containers
including milk and juices. Another potential threat would be student cooperation in
handling spills in a timely manner and arriving to class on time.
The vision for the Bobcat Breakfast kiosk is to expand breakfast availability and
participation, similar to grab and go vending stands seen on college campuses. The
increased availability of breakfast on the go would be similar to the college kiosks in the
sense that students are able to eat while headed to class. By providing mainly nonperishable items students are given the freedom to eat breakfast when they feel hungry.
Marketing Plan:

The Grand Opening of the kiosk will occur during National School Breakfast
Week (March 7-11, 2016)

The kick off of the kiosk will be advertised by:

o Postcards will be mailed to the students homes providing information on
the breakfast menu already available as well as the addition of the kiosk
o A TV commercial parody will be made featuring the Cafeteria Staff
promoting breakfast in general as well as the new breakfast kiosk. This
will be featured on the morning announcements
o Announcements at the end of the day will name the breakfast options
available the following morning
o Every week, during the first year of operation a Bobcat water bottle will
be raffled off. Students will receive a ticket to enter the contest with
every breakfast they purchase. (Limit of 5 tickets per week)
o Poster/Name the Kiosk contest will take place during the first week; this
poster will be placed on the front of the kiosk and swapped out every
marking period
o Free breakfast that are qualified for reimbursable meals for the first week
of operation

A suggestions box will be available for kids to submit items they would like to
see featured on the cart

An announcement and breakfast menu will be added to the Northeastern

website

Flyers noting the items available and hours of operation will be posted prior to
and after the opening of the kiosk

A student advisory group will be created and will meet twice a year to sample
new items, organize the poster contests and discuss any suggestions that have
been made

Product:
The kiosk will offer:
*Smoothies will be served with straws but the worker will take the paper wrapper prior to
serving to the child.
** These are the two milk options available at the kiosk, however more options are
Cold Item:

Monday
Yogurt
Parfait

Tuesday
Pillsbury
Cinnamon
Roll
Smoothies*
McBobcat
breakfast
sandwich

Hot
Item:

Mini Cinnis

Daily
Offerings:

1 Ounce Grains:
Krave Cereal
Simply Wholesome
Oatmeal Bar:
Apple &
Cinnamon
Cereal Bar: Cinnamon
Toast Crunch
Nature Valley Crisps:
Cinnamon
Chocolate Elf Grahams
Apple Cinnamon Waffle
Grahams
Sunchips
UBR Breakfast Round:
Cinnamon

Wednesday
Mini Bagel PullAparts:
Strawberry

Thursday
Smoothie Pro;
Tropical
Smoothie

Friday
Yogurt
Parfait

Fold n Go;
Breakfast Taco

Pancake
Muffin:
Sausage on
Chocolate
Stick with
Chip &
Hashbrown
Blueberry
2 Ounce Grains:
Fruit:
PopTarts: Strawberry &
Apple slices
Brown Sugar
Whole apples
Cinnamon
Bananas
BeneFIT Bars: French
Juicy Juice 100% Juice
Toast & Chocolate
Boxes: Grape &
Banana
Apple
Beverages:
Hersheys Milk:
Chocolate or White**
Reusable Water Bottles
for Sale: $6.00

available in the cafeteria and the student could consume these in the cafeteria if desired.

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Placement:
The location of the Bobcat Breakfast Kiosk will depend on the available storage for
the cart. Ideally, the cart would be stationed either across from the entrance of the
cafeteria to target students as they walk in from the bus to their lockers or next to the
library, which is a centralized location in the hallway on the second floor. This location
would be ideal for a second chance breakfast following reading period, as students would
not have to return back to the cafeteria to grab a snack. Second chance breakfast will not
include a hot or cold item. Having storage for the cart would allow for the kiosk worker to
re-stock the kiosk after breakfast for the following business day. With that being said, the
food will be stored in plastic bins to avoid spoilage, contamination and reduce the
possibility of rodents and pests. Traps could also be placed in the storage area just in case.

Preferred location for the

Bobcat Breakfast Kiosk
depending upon storage
options.

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Price:
Paid Breakfast: $1.25
Reduced Breakfast: $.30
Free Breakfast: Free
Promotion:
The target market for the breakfast kiosk is the Northeastern Middle School
students and staff. This target market would be further segmented to focus on customers
who prefer a grab and go breakfast rather than a sit down meal. These students could also
purchase food in the morning to be consumed later in the day.
To include the target market in the establishment of the breakfast kiosk, contests for
the poster displayed on the cart will be held once a marking period. Laminated signs will
clearly mark what items can be included in a meal. Flyers, postcards and announcements
via morning television commercials, afternoon announcements and postcard mailed home
will promote the breakfast kiosk. Suggestions will be taken into account through the
suggestion box and student advisory board regarding new items to be featured on the cart.
For the first week, all students will be able to get free breakfast as long as it qualifies for a
reimbursable meal. Every week for the first year of operation a free water bottle will be
raffled off to students who purchase breakfast. The more times you purchase breakfast the
more chances you have to win.

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SWOT Analysis:
Strengths
The Bobcat Breakfast kiosk will provide
a more convenient location for students
to quickly grab breakfast.
A kiosk will allow students to grab food
on the go, rather than sit down to eat.
Studies have shown that school
breakfast is correlated with higher test
scores, improved attention span and
behavior and fewer visits to the nurse3.
Familiar breakfast items will be
featured and displayed in an inviting
manner. These are products that are
already being purchased by the school
district.
There is adequate staffing available
with adjustment of working hours.
Opportunities
Increase participation in school
breakfast program.
If successful, a breakfast kiosk could be
implemented in more schools within
the district.
Breakfast can generate more revenue.
New breakfast items will be sold to
appeal to more taste preferences of
students.

Weaknesses
A kiosk requires changes in staffing
schedule.
The breakfast kiosk will compete with
breakfast served in the cafeteria.
Keeping food warm/cold may be
challenging.
Serving appropriate food for students to
eat on the go and in the hallway will
limit choices.

Threats
The students may reject the new
breakfast items.
Increase in spills and garbage in
hallways and classrooms would lead to
disapproval from staff.
Students may not be hungry so early in
the morning.
There is not enough time before class or
choosing to socialize instead of eating.
Students eating breakfast from home, or
purchasing fast food breakfast.
Student cooperation in handling spills
and attending class in a timely manner.

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Discussion of Business Risks:

A business risk of the Bobcat Breakfast kiosk is the lack of time that students have in
the morning. With buses arriving to school 7-7:25am, and the first bell ringing at 7:32,
there is not much room for students to purchase, eat, and enjoy their breakfasts. To
decrease this risk, breakfasts offered will be portable, and grab-and-go style. Another
potential risk is the garbage and mess that will be created throughout the school from the
packages of breakfast items. To overcome this risk special garbage cans will be placed
throughout the hallways to throw trash away. The kiosk has a risk of a slow start and
possible social stigma. A possible social stigma is that students might perceive breakfast as
a meal that only free or reduced students participate in. To overcome these obstacles,
morning and afternoon announcements will be read to promote the breakfast to all
students, and promotional events will occur throughout the school year.
Operating Procedures
Location:
There will be one location of the breakfast kiosk, which will be at Northeastern
Middle School in Manchester, PA. The square footage of the kiosk would be 27-1/2" W x
60" L x 70" H. The height of the countertop from the floor is 38. The kiosk will be located
in the main hallway of the school, directly opposite from the cafeteria doors. The
advantage of this location is the convenience for students to quickly grab breakfast.
Process:
Acquiring
Northeastern School District acquires food items from multiple venders, but
primarily from the involvement in a CAFCO bid and from USDA. The school district will
also be able to use products that were donated to the school from the US Government. The
food service director, or a cafeteria manager can order other items that are not included on
the CAFCO bid. The middle school cafeteria manager will be responsible in ordering and
receiving all ingredients, and menu items for breakfast.
Storing
All menu items and ingredients will be stored in the middle school kitchen, in
appropriate locations. Items needed to stay cold will go in the walk in refrigerator, frozen
items can go in the freezer, and dry food items can be stored in the dry food storage.

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Distributing
Breakfast meals and items will be sold from 7:00-7:32 am each day in the middle
school hallway. Hot items will be placed on sheet pans and kept warm during distribution.
Cold items will be kept in appropriate refrigeration units, and at proper temperatures
during distribution. Grab and go breakfasts will be pre-assembled for students to purchase
on their way to class.
Financial Data
Breakeven Analysis:

The breakeven analysis, demonstrated in the figure above, was determined based
on the number of meals sold to breakeven with the expenses of running the operation. Our
analysis was broken down into four phases.
Phase 1: March & April 2016
Phase 2: May & June 2016
15

Phase 3: August & September 2016

Phase 4: October 2016- March 2017
*On the graph, it was broken down into 2-month increments.
During Phase 1, our expenditure was based upon multiple things. For one-time
purchases, we bought the breakfast cart, a Windows tablet and pin pad to calculate sales,
and the NutriKids POS registration. Initial expenses also included the wages of the kiosk
Total Meal Count Goals

workers, the custodial worker, the purchase of the menu items, cleaning supplies, and
paper products.

P hase 1
Mar-16
1575
During Phase 2-4, the expenditures were based
labor hours, food costs,
Apr-16upon1575

cleaning expenses, and paper products.

P hase 2
1890
The income was based upon the revenueMay-16
from student
sales, and reimbursement
Jun-16
1890

from the federal and state government, based upon the projected sales. We took into

P hase 3
consideration free, reduced, and paying students. See below
for the projected meal counts.

Projections:

Aug-16
Sep-16

1575
1575

Oct-16
Nov-16
Dec-16
Jan-17
Feb-17
Mar-17

P hase 4
1785
1995
2205
2415
2625
2835

Total Meal Count Goals

P hase 1
Mar-16
1575
Apr-16
1575
P hase 2
May-16
1890
Jun-16
1890

Aug-16
Sep-16

P hase 3
1575
1575

(GOAL APRIL 2017)

2,940

Total Meal Count for First Year

(March 2016-March 2017)
23940

P hase
4 count participations are outlined in the chart above. The current
The breakfast
meal
Oct-16

1785

meal count
sold at Northeastern
Middle School averages 51 students per day. Phase 1
Nov-16
1995
Dec-16
2205
Jan-17
2415
Feb-17
2625
Students then have summer,
therefore Phase 3 is projected a decrease in meal sales upon
Mar-17
2835

would be 50% increase from this current amount. Phase 2 is 20% increase from Phase 1.

their return for the 2016-2017 school year, at the same as was projected in Phase 1. During
APRIL 2017)
2,940
Phase 4,(GOAL
we hope
to see a gradual
increase until we reach our goal in April 2017 of 2,940
Total
Meal Count
for First
Year throughout Phase 4 by having a 210 meal increase per
meals per
month.
This will
be done
(March 2016-March 2017)

month, which will average

23940 10 more meals sold per day more per month. Upon reaching the
16

goal of 2,940 students, this will then be 20% participation, and therefore Northeastern
Middle School will begin to receive the $.04 increase reimbursement per lunch meal.
Budget:

17

Explanation of financials:
The income for the Bobcat Breakfast kiosk will be generated from reduced and paid
students who purchase breakfasts as part of the school breakfast program. Projected meal
totals were used, and anticipated 4% of meals to be sold at the reduced price, and 21% to
be sold at full price, leaving 75% of meals to be free. The federal and state government will
provide reimbursement for meals sold in varying amounts based on if meals are paid,
reduced, or free. The amount reimbursed was calculated based on the same percentage
above (4% reduced, 21% full pay, 75% free). See appendix for breakdown of meals sold
during each phase, and per month during phase 4.
A-la-carte items will also be included in total income. This was an estimation of the
number of a la Carte items that will be sold, at an average price for these items.
To determine the total cost of a complete breakfast, the average for a grain, fruit and
milk was calculated, and then the price of the average meal was determined. This allowed
the calculation of meal costs, and the cost of the total meals produced during the first year
of operation.
To determine the expenses for the Bobcat Breakfast kiosk, multiple factors were
calculated. This includes salaries of kiosk workers, custodial staff, employee benefits, food
items, non-food items, non-capital equipment, and capital equipment. See appendix for
breakdown of cleaning supplies and paper supplies, as well as other expenses.
An application for the School District Alternative Breakfast Grant will be filed upon
initiation of the breakfast kiosk. The average amount provided by this grant is $2,100, and
is provided to schools that include alternative breakfast programs (i.e., breakfast in the
classroom, grab and go breakfast, breakfast after 1st period, breakfast on the school bus).
This was calculated into the budget as well.
Feasibility
According to the breakeven analysis, investment in a breakfast kiosk will result in
profit after the first two months of operation. The analysis was calculated using
expenditure projections including food cost, salary, benefits, initial capital and non-capital
equipment for start up and paper products. Income was calculated using estimated meal
reimbursement and revenue projections as well as estimated a la carte purchases. Using
these figures, it is projected that following the start up in phase 1, revenue will exceed

18

expenditures for the continuation of the operation. The feasibility of this project relies
strongly on the continued participation of students in purchasing breakfast from the kiosk.
This plan also aims to take promotional steps to increase breakfast as a whole. The
numbers used in the analysis were solely calculated for the kiosk; therefore, profit may
actually be higher than expected. Written into the business plan is the possibility of
receiving federal funding via a grant to support alternative breakfast programs.

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Citations
1) "No Kid Hungry Start with Breakfast." Ending Childhood Hunger: A Social Impact
Analysis. Deloitte. Web. 29 Oct. 2015.
2) "Start School with Breakfast: A Guide to Increasing School Breakfast Participation NEA
Healthy Futures." NEA Healthy Futures. National Education Association. Web. 29
Oct. 2015.
3) "Alternative Methods of Serving School Breakfast." Breakfast in the Classroom. Ohio
Department of Education, 20 July 2015. Web. 29 Oct. 2015.

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