Prepared by:
Dustin Crandell AKA HeartThrob

What is your Business Structure?

Business Entity Type:
Non-Profit Corperation

Is this an Existing or New Company?

This Business is currently in operation:


FlowersOfAppreciation is a non-profit organization that provides peer-to-peer and life coaching services to anyone going through any life-changing event. We use flowers as a symbol of appreciation and positivity, and we offer leadership training for business leaders in the area of Emotional IQ and empathy. Our goal is to help people find the support and guidance they need to navigate life’s challenges and become successful people and leaders in their communities and the world.

Mission Statement:

"At FlowersOfAppreciation, our mission is to provide peer and life coaching services to anyone going through a life-changing event, without the stigmas of paid professionals or anonymous programs. We believe that a flower a day helps keep the depression away, and we're committed to bringing positive energy and FlowersOfAppreciation to those who need it most. We also offer leadership training for business leaders in the area of Emotional IQ and empathy. Our goal is to make our services accessible to people all around the world, through an internet-based platform and eventually, different locations and a telegram channel for international calls. We're a non-profit organization, and our funding comes from personal resources and energy. Our founder's personal experiences with mental health issues and trauma drive our passion for creating successful leaders and people in our communities and the world around us. By supporting FlowersOfAppreciation, you too can help us achieve our mission of providing peer and life coaching services to anyone who needs someone to talk to. Together, we can make a positive impact in the lives of those we serve."


By-Laws and Policies:

I'd be happy to help you with creating by-laws and policies for FlowersOfAppreciation. However, this is a complex process that requires a thorough understanding of the legal and regulatory requirements for non-profit organizations in your specific location. Additionally, it's important to consider your organization's unique needs and goals when developing by-laws and policies. 

I would recommend that you consult with a lawyer or a legal expert who specializes in non-profit law to ensure that your by-laws and policies are legally sound and meet all the necessary requirements. They can help you draft the appropriate documents and help you navigate any legal requirements that may apply to your organization. 



 Many people struggle with mental health issues and lack the resources or access to the support they need. They feel alone, misunderstood, and hopeless. They need someone who can relate to them as a peer, without judgment or stigma, and who can offer them practical and emotional support. They also need to learn how to cope with their emotions and develop skills that can help them in their personal and professional lives.

Who are the Founders?

Dustin Crandell
AKA HeartThrob

What is the primary Industry of your Business?

Industry Description:
US501c3 Non-Profit Orginization; Peer-to-Peer support, mentorship, leadership, connection through art

Will your Business offer a Product or Service?

Select Product/Service:
Service: Peer Support, Mentorship
Product: Art, Digital and Physical, Classes

Please Elaborate on your Company's Service:

Name of Service:
Social Support

Description of Service:
Offering individual and community support and bring awareness to mental health through art and the benefit art has on your well being.

Detailed explanation (optional):
Offering created artwork for charitable contributions.

Is the Business Seeking Financing?

Select Financing Method:
Grants and Charitable Contrabutions

How will the Business use the funding?

Describe the main ways to use the Funding:

start up cost for legal fees, staffing requirements, upgrade tools, create website, e-com website, insurance, advertising, establish 990 business, training material anything that will be of great use.

What is the Target Market?

Target Market(s):

Anyone who has been affected by mental health either First Hand or secondary and anyone who promotes mental health.

List the decision factors of customers in this market:

Personal experiance.

MHA reports that 17% of adults experienced a mental health condition and a substance use disorder, also known as co-occurring disorders.
According to the Mental Health Foundation, 75% of chronic mental illness start before age 24.
 (CDC), over 1 in 5 youth aged 13-18 either currently or at some point during their life have had a seriously debilitating mental illness4. The CDC also notes that suicide is the second leading cause of death among people aged 10-34 in the U.S.4.

According to Psych Central, anyone can become a mental health advocate, and there are many ways to advocate for yourself or others5. Some examples of mental health advocacy are speaking to decision-makers, encouraging people to seek treatment, providing information and resources, raising awareness and reducing stigma, sharing personal stories, and joining or supporting organizations that promote mental health.
Having an open mind I have Created from my own personal experiences.
According to the National Alliance on Mental Illness (NAMI), more than 51 million adults in the U.S. live with a mental illness, and over 13 million live with a serious mental illness3. NAMI also estimates that 1 in 6 U.S. youth aged 6-17 experience a mental health disorder each year3.
Peer-to-peer support/mentorship is a form of mutual aid that involves people with lived experience of mental health challenges providing emotional, social, and practical assistance to others who share similar experiences45. Peer support can help reduce stigma, isolation, and hopelessness, and promote recovery, empowerment, and well-being45.
The U.S. behavioral health market size was valued at USD 76.44 billion in 2021 and is projected to grow from USD 79.69 billion in 2022 to USD 105.14 billion by 2029, exhibiting a CAGR of 4.0% during the forecast period2. The market is driven by the growing awareness about mental health disorders, the increasing adoption of virtual care services, and the implementation of favorable policies on both the federal and state level2.
The global mental health market size reached US$ 418.9 Billion in 2022 and is expected to reach US$ 508.9 Billion by 2028, exhibiting a CAGR of 3.4% during 2023-20286. The market is influenced by the rising prevalence of various mental health disorders, such as anxiety, depression, bipolar, and eating disorders among individuals across the globe6.
The revenue in the U.S. mental health market is projected to reach US$10.59 billion in 2023 and US$10.43 billion by 2028, showing an annual decline rate (CAGR 2023-2028) of -0.30%7. The decline is attributed to the decreasing number of patients seeking treatment due to the high cost of care, lack of insurance coverage, and social stigma7.

What is the Market Size and Market Value?

Number of potential customers in the Target Market:
1.21- 3.63 billion

Estimated customer spending in the Target Market per year ($):

Are there any current Market Trends?

According to NAMI 1, the percentage of U.S. adults who experienced any mental health condition in a year increased from 18.1% in 2013 to 21% in 2020, while the percentage of U.S. adults who experienced a serious mental health condition in a year increased from 4% in 2013 to 5.6% in 2020.
According to MHA 2, the percentage of U.S. adults who experienced any mental health condition in a year increased from 18.19% in 2013 to 19.07% in 2020, while the percentage of U.S. adults who experienced a serious mental health condition in a year increased from 4.15% in 2013 to 5.28% in 2020.
According to CDC 3, the percentage of U.S. adults who reported experiencing symptoms of anxiety or depressive disorder in a given week increased from 11% in January-June 2019 to 41.5% in January 2021, based on the Household Pulse Survey.
According to MHA 4, the percentage of U.S. youth aged 12-17 who experienced any mental health condition in a year increased from 8.66% in 2013 to 9.7% in 2020, while the percentage of U.S. youth who experienced a major depressive episode (MDE) in a year increased from 8.66% in 2013 to 9.7% in 2020.
These estimates suggest that there has been an upward trend in the prevalence of mental health conditions among U.S. adults and youth over the years.

How will the Business be Marketed?

To use various goals and objectives for marketing activities, such as increasing awareness, engagement, donations, or advocacy for the cause and programs.

Identify and understand target audience based on their demographics, psychographics, behaviors, and needs. It also segments the audience into different groups, such as patients, survivors, caregivers, donors, volunteers, partners, and influencers.

Use a marketing team that consists of staff, volunteers, or contractors who execute the marketing plan. It also uses various tools and resources, such as branding guidelines, market research, media relations, social media platforms, and analytics tools.

Use various distribution channels to deliver its messages and offers to its audience, such as website, email, social media, blog, podcast, video, print, or events.

Create key messages that convey the mission, vision, values, programs, impact, and call to action. It also uses a consistent tone, voice, style, logo, colors, fonts, and images across all channels.

Select various marketing tactics to achieve its goals and objectives, such as storytelling, content marketing, social media marketing, cause marketing, or partner promotions. It also sets a timeline and a budget for each tactic.

Track the marketing performance using key performance indicators (KPIs) that measure the results of its marketing activities. It also collects, analyzes, and reports the data using various methods and tools.

What are your Business Goals?

Short-term goals:

To recruit and train more peer supporters who can provide quality and compassionate support to others.
To increase the number of people who access the peer-to-peer support services through online platforms, phone calls, or face-to-face meetings.
To raise awareness and reduce stigma about mental health and peer-to-peer support among the general public and potential beneficiaries.
To evaluate the impact and effectiveness of the peer-to-peer support services using feedback, surveys, or testimonials from the participants.
To diversify the revenue sources and secure more funding from grants, donations, or partnerships to sustain the peer-to-peer support services.
Short-term goals:

To conduct market research and feasibility studies to identify the needs, opportunities, and challenges for the social enterprise.
To develop a business plan and a financial model that outline the vision, mission, value proposition, target market, revenue streams, cost structure, and social impact of the social enterprise.
To obtain the necessary legal, regulatory, and ethical approvals and compliance for the social enterprise.
To acquire the required resources, such as capital, equipment, technology, staff, or partners for the social enterprise.
To launch and test the products or services of the social enterprise in the market and collect feedback from customers and stakeholders.

Long-term goals:

To expand the reach and scope of the peer-to-peer support services to serve more people with different needs, backgrounds, and preferences.
To develop and implement best practices and standards for peer-to-peer support that ensure quality, safety, and ethics.
To advocate for policy changes and social justice that improve the conditions and outcomes for people who need peer-to-peer support.
To create a strong and supportive community of peers who can empower each other and inspire others to seek help and recovery.
To add on a business that is owned by the non-profit entity that can generate income and social impact for the organization and its beneficiaries.
Long-term goals:

To scale up and grow the social enterprise to reach more customers and beneficiaries and increase its revenue and social impact.
To measure and report the financial performance and social impact of the social enterprise using appropriate indicators and tools.
To innovate and improve the products or services of the social enterprise to meet changing customer needs and expectations.
To build a strong brand identity and reputation for the social enterprise that reflects its values and mission.
To collaborate and network with other social enterprises, non-profits, businesses, or organizations that share similar goals or interests.

Connect with HeartThrobFAE