Welcome to the Sillie Goosse Business Plan
Thank you for taking the time to learn about Sillie Goosse.
This business plan is more than numbers and charts — it is a vision for growth, impact, and cultural change.
Sillie Goosse began as a spark — a youth-driven brand created to inspire confidence, creativity, and humanity. Today, it has grown into a movement with published books, apparel, music, and the Mantra for Humanity Challenge, reaching schools, families, and communities.
We invite you to see not only what Sillie Goosse is today, but the global impact it is becoming — and the unique role you can play in shaping its future.
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For your convenience, you can explore this plan by scrolling through from start to finish, or simply click one of the icons below to jump directly to the section that interests you most.
Who am I
Sillie Goosse overview
Products & services
Financials
Charts
Funding & Growth
Download full version of the Business Plan
Market & Strategy
Operations
Future & Exit
Appendix
PowerPoint Presentation
"Built on Partnerships, powered by purpose"
Who I Am​​
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Introduction
I am Tonya Hegler, the creative director of Sillie Goosse, a youth-driven brand built with my son Willie at the center. What began as his T-shirt line has grown into a movement that blends creativity, confidence, and global unity.
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My Why
Sillie Goosse is more than a clothing line — it’s my son’s voice and imagination brought to life. I’ve devoted my work to building spaces where children like Willie can lead with kindness, courage, and creativity. Every design, book, and project under Sillie Goosse is rooted in this mission.
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My Vision
While my broader work has expanded into a global humanitarian ecosystem, this plan highlights Sillie Goosse as its own brand and opportunity. It stands as the heart and starting point of everything we are building, and it stands strong on its own.
Sillie Goosse Overview
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Company Background​
Sillie Goosse was born from a simple yet powerful idea: a child’s voice can spark global change. Founded by Willie Barton Jr., with creative direction and operational support from his mother, Tonya Hegler, Sillie Goosse began as a clothing line designed to speak on humanity through bold, meaningful messages.
What started with t-shirts has since grown into a multifaceted brand and movement. Today, Sillie Goosse represents youth empowerment, creativity, and unity across cultures. Through products, books, music, and animated storytelling, the brand creates opportunities for children and families to engage with positive messages that inspire kindness, confidence, and global connection.
Sillie Goosse is also the proud home of the Mantra for Humanity Challenge, an international call for children and adults to share poems, raps, or songs that promote humanity and unity. This challenge has become a cornerstone of the brand, amplifying voices across the world.
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Mission & Vision
Mission:
To use creativity, storytelling, and youth-led innovation to promote kindness, confidence, and humanity—helping children and families connect across cultures and see themselves as part of a larger, united world.
Vision:
To become a global leader in creative media and youth-driven social impact, uniting 195 countries under one message: we all belong to humanity. Through apparel, creative works, and educational challenges, Sillie Goosse envisions a future where every child feels empowered to stand tall, use their voice, and spark change in their communities and beyond.
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Products & Services​​
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Sillie Goosse offers a unique blend of apparel, creative media, and global initiatives that combine style, storytelling, and social impact. Each product line is designed to inspire confidence, creativity, and humanity while building a recognizable brand that resonates across generations.
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Apparel
Our apparel line began with signature Sillie Goosse T-shirts and has grown into themed collections that carry messages of kindness, unity, and confidence.
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Flagship Designs – Shirts like the “One Second” No Judgement collection encourage wearers to pause and reflect before actions that may change lives forever.
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Specialty Releases – Glow-in-the-dark shirts and Cleveland "the Land of the Creators" line connect fun, imagination, and empowerment for youth and families.
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Expansion Potential – Future collections will include fridge magnets, hoodies, hats, and accessories, expanding Sillie Goosse into a full lifestyle brand.
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Creative Media
Sillie Goosse extends its message beyond clothing into creative, educational, and entertainment products.
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Coloring Book – Let’s Meet the World Together is a 38-page interactive experience combining art, poetry, rap prompts, affirmations, and cultural lessons that encourage kids to embrace creativity and humanity.
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Music – Original songs, including brand and ecosystem theme songs, use the universal language of music to unite and uplift audiences.
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Cartoon (in development) – The animated series Let’s Meet the World Together introduces Willie, Tonya, and the Sillie Goosse characters as they use a magical spinning globe to connect with people across the world.
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Movement: The Mantra for Humanity Challenge
At the heart of Sillie Goosse is a global movement that invites people from all 195 countries to use their voice for change.
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The Challenge – Participants submit 90-second raps, poems, or songs about humanity, kindness, and unity.
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Recognition – Every participant receives a certificate of achievement, celebrating their contribution to global connection.
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Community Building – Entries are showcased through social media, live events, and educational programs, building a shared platform for positive voices worldwide.
Spotlight: The No Judgement "ONE SECOND" Shirt.
A flagship design reminding people to. pause before actions that change lives forever.
Click here to see the full collection.
Market & Strategy
Market Analysis
Sillie Goosse sits at the intersection of apparel, creative media, and social-emotional learning resources, making its market opportunity both broad and unique.
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Target Audience
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Primary: Kids (ages 6–16) and parents seeking uplifting apparel, books, and content that inspire confidence, kindness, and cultural unity.
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Secondary: Teachers, schools, and community organizations looking for SEL-aligned resources to integrate into classrooms and youth programs.
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Tertiary: Broader audiences (young adults, families, socially conscious consumers) who align with the values of humanity, unity, and creativity.
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Market Trends
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Growing demand for social-emotional learning (SEL) resources in schools, with districts allocating budgets for SEL-aligned programs.
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Increasing popularity of purpose-driven brands — consumers prefer companies with a clear mission that resonates with social impact.
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Expansion of digital-first engagement (TikTok, Instagram, Spotify, Teachers Pay Teachers) where young voices and creative storytelling spread quickly.
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Rising need for positive youth-focused media alternatives that counteract divisive or harmful online content.
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Competitive Landscape
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Traditional Apparel Brands: Compete on style but lack the strong humanitarian storytelling and SEL integration.
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Children’s Publishing & SEL Resources: Offer educational value but don’t extend into lifestyle and cultural branding.
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Entertainment Platforms: Capture attention but are not rooted in unifying values or global kindness.
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Our Advantage: Sillie Goosse unites all three areas (apparel, creative media, and SEL movement) into one visionary ecosystem, creating multiple revenue streams and deeper brand loyalty.
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Marketing & Sales Strategy
Sillie Goosse’s strategy is designed to capture attention through storytelling, direct community engagement, and digital-first growth.
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Brand Positioning
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Positioned as a movement brand, not just a product line — every shirt, book, or song carries a story that connects back to the mission of humanity and unity.
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Anchored in authenticity: Willie’s role as the young visionary makes the brand relatable and inspiring to both kids and adults.
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Go-to-Market Channels
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Apparel Sales: Online store via silliegoosse.com, local pop-up events, and partnerships with community retailers.
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Books & Media: Lulu (print distribution), Teachers Pay Teachers (digital downloads), Spotify/YouTube (theme songs), and future expansion into Amazon KDP.
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Movement Engagement: TikTok challenges (#MantraForAll), school partnerships (Mantra for Humanity Challenge certificates & SEL downloads), and cartoon distribution.
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Sales Strategy
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Bundle products (shirt + coloring book, classroom packs) to increase average order value.
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Offer downloadable versions of resources for low-cost, high-margin sales.
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Incentivize engagement through contests (Virtual Fridge Art, Mantra for Humanity submissions) that drive community participation and organic promotion.
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Growth Levers
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Leverage partnerships with educators, libraries, and community centers to reach classrooms.
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Collaborate with influencers and youth ambassadors to amplify the brand’s voice.
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Expand reach through strategic licensing of Sillie Goosse characters for media, merchandise, and educational programming.
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“This integrated strategy positions Sillie Goosse to capture a growing market, build recurring revenue streams, and establish a defensible brand advantage that scales well beyond apparel into media, education, and global impact.”
Operations
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Management & Roles
Sillie Goosse currently operates under a lean leadership model, with clear roles and responsibilities that reflect both present capacity and future scalability:
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Founder / Owner – Willie Barton Jr.
Willie is the creative visionary and public face of Sillie Goosse. His voice and perspective inspire the brand’s mission of global unity, while his youth ensures authenticity with the next generation. -
Operational Manager – Tonya Hegler
Tonya oversees day-to-day operations, business development, partnerships, and execution of growth initiatives. She ensures the brand remains mission-driven while strategically preparing for scale.
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Planned Key Hires (Post-Investment):
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Creative Director: expand brand identity across apparel, media, and storytelling.
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Marketing & PR Manager: lead influencer partnerships, campaigns, and media presence.
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Finance/Operations Lead: manage budgets, supply chain efficiency, and fulfillment scalability.
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Community Engagement Coordinator: build relationships with schools, libraries, and community partners.
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This forward-looking structure ensures that once capital is secured, Sillie Goosse can immediately transition from lean operations to a fully staffed, growth-ready organization.
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Production & Fulfillment
Sillie Goosse products are produced and distributed through a hybrid model that balances quality, accessibility, and scalability:
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Apparel: All designs are created in-house, with production managed by trusted third-party suppliers using both print-on-demand and bulk manufacturing. As sales volume increases, Sillie Goosse will transition into direct manufacturing to maximize margins.
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Books & Creative Media: The debut coloring book, Let’s Meet the World Together, is currently distributed through Lulu (print-on-demand and global distribution). Digital editions are sold through platforms such as Teachers Pay Teachers and SillieGoosse.com. The publishing roadmap includes ISBN ownership, expanded print runs, and direct partnerships with schools and bookstores.
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Merchandise Fulfillment: Orders are fulfilled through multiple channels:
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Direct online sales via SillieGoosse.com
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Third-party distribution platforms (Lulu, Etsy, Teachers Pay Teachers)
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In-person events (bookstores, schools, community festivals)
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This blended approach allows for both immediate market penetration and long-term margin expansion as production shifts toward direct control.
This operational foundation ensures Sillie Goosse can scale efficiently while maintaining quality, accessibility, and mission-driven impact.
Financials
Revenue Streams
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Coloring Books
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Digital PDF Download: $10.00 (direct from website, Teachers Pay Teachers, Etsy).
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Printed Copy via Lulu: $15.00 retail.
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Global Distribution (Amazon, Barnes & Noble, etc.): $3.00 revenue per copy after Lulu fees.​
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T-Shirts & Apparel
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Standard Shirts: $30.00.
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Custom Designs: $40.00.
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(Includes “One Second” shirt, glow-in-the-dark designs, and special Mantra for Humanity shirts).​
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Creative Media & Licensing
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Theme songs (streaming/royalties).
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Cartoons and future licensing opportunities.​
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Events & School Partnerships
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Bundle sales of books + shirts at booths.
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SEL kits sold to school districts (includes books, downloads, and teaching guides).
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3-Year Projections
Assumptions:
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Year 1 starts small: focus on brand awareness, direct sales, and local events.
Year 2 expands into schools and broader e-commerce reach.
Year 3 captures partnerships, licensing, and scaling across multiple states/countries.
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Year 1 (Foundation)
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500 PDF downloads @ $10 = $5,000
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300 Lulu books @ $15 = $4,500
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500 global books (distribution) @ $3 = $1,500
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200 shirts @ $30 = $6,000
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50 custom shirts @ $40 = $2,000
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Events & booths = $5,000
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Total Year 1 Revenue: ≈ $24,000
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Year 2 (Expansion)
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2,000 PDF downloads @ $10 = $20,000
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1,000 Lulu books @ $15 = $15,000
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3,000 global books @ $3 = $9,000
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600 shirts @ $30 = $18,000
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150 custom shirts @ $40 = $6,000
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Events & booths = $15,000
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School district contracts (5 districts @ $5,000 each) = $25,000
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Total Year 2 Revenue: ≈ $108,000
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Year 3 (Scale)
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5,000 PDF downloads @ $10 = $50,000
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3,000 Lulu books @ $15 = $45,000
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10,000 global books @ $3 = $30,000
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2,000 shirts @ $30 = $60,000
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500 custom shirts @ $40 = $20,000
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Events & booths = $30,000
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School district contracts (20 districts @ $10,000 each) = $200,000
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Licensing/royalties = $50,000
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Total Year 3 Revenue: ≈ $485,000
3-Year Financial Growth (Summary Table)
Revenue Stream Year 1 Year 2 Year 3
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PDF Downloads ($10)$5,000 $20,000 $50,000
Lulu Printed Books ($15)$4,500 $15,000 $45,000
Global Books ($3)$1,500 $9,000 $30,000
Shirts ($30)$6,000 $18,000 $60,000
Custom Shirts ($40)$2,000 $6,000 $20,000
Events & Booths $5,000 $15,000 $30,000
School Contracts –$25,000 $200,000
Licensing/Royalties ––$50,000
Total Revenue $24,000 $108,000 $485,000
Funding & Growth
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Overview
Sillie Goosse has been developed entirely without external funding. From published books and apparel to music, campaigns, and the Mantra for Humanity Challenge, every element of the brand has been independently created and executed. The company is no longer an idea — it is a proven foundation with products, branding, and infrastructure in place.
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To scale, expand distribution, and build the operational team required for growth, outside investment is now sought. This funding will not validate the idea — it will accelerate a company that has already demonstrated vision, execution, and market potential.
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Investment Opportunity
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Capital Requested: $120,000 – $150,000
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Equity Offered: 5% ownership stake in Sillie Goosse
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This investment represents a chance to join the company at ground level with a clear multiplier effect. Early investors gain equity in a brand positioned for both cultural and financial growth, with products and movements that connect directly to schools, families, and global communities.
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Use of Funds
Funding will be allocated to four key areas critical to scaling operations:
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Team Development (65%) – Establish a core four-person team to manage operations, marketing/media, financial/grant acquisition, and creative design.
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Marketing & Awareness (20%) – Launch targeted campaigns to expand brand visibility, grow product sales, and amplify the Mantra for Humanity Challenge.
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Operations & Fulfillment (10%) – Strengthen production, distribution, and customer delivery systems.
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Product Expansion (5%) – Scale inventory for apparel, coloring books, and digital downloads to meet anticipated demand.
Funding Allocation Breakdown
Category %Allocation Annual Cost Estimate
Team Development 65% $78,000 – $97,500
Marketing & Awareness 20% $24,000 – $30,000
Operations & Fulfillment 10% $12,000 – $15,000
Product Expansion 5% $6,000 – $7,500
Total 100% $120,000 – $150,000
Projected Outcomes
With the right resources, Sillie Goosse will:
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Establish a Strong Team – Ground-level staff in place within 30 days to manage operations, marketing, finance, and design.
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Expand Product Sales – Significant growth in apparel (shirts, custom designs) and published media (coloring books, digital downloads, music). Early sales projections indicate high margins, particularly for shirts and books, which are scalable both online and in retail.
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Retail & Distribution Growth – Position Sillie Goosse products in schools, libraries, community centers, and bookstores nationwide.
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Movement Expansion – Scale the Mantra for Humanity Challenge into a global educational and cultural initiative with corporate, nonprofit, and media partnerships.
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Cultural Brand Recognition – Strengthen Sillie Goosse as a lifestyle brand rooted in humanity, positivity, and youth leadership — creating long-term brand equity that multiplies in value.
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Investor ROI – Early investors benefit not only from revenue growth but from long-term ownership in a brand designed to expand across industries, including apparel, education, media, and entertainment.
Here’s a visual chart showing your projected 12-month revenue by product category:
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Shirts: $75,000
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Custom Shirts: $32,000
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Coloring Books: $22,500
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Digital Downloads: $20,000
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Music/Media: $5,000
Total projected sales: $154,500 in the first year.
Future & Exit
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Growth Roadmap
Sillie Goosse is positioned for steady growth through a multi-phase expansion strategy:
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Product Expansion – Continued development of apparel lines (core shirts, glow-in-the-dark, “One Second,” Land of the Creators), alongside creative media such as the Let’s Meet the World Together coloring book, theme songs, and the animated cartoon series.
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Market Reach – Expansion into schools, community programs, and international markets through both physical distribution and digital downloads. Global exposure will be fueled by the Mantra for Humanity Challenge, which creates organic worldwide engagement.
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Distribution & Partnerships – Strengthening direct-to-consumer sales via silliegoosse.com, Teachers Pay Teachers, and partner bookstores while exploring licensing agreements, collaborations with established brands, and broader publishing distribution.
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Organizational Growth – Building out a small but agile team to manage operations, marketing, and fulfillment, reducing dependency on the founder and ensuring scalability.
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Ecosystem Integration – Leveraging connections within the larger FUA’MS Global Humanitarian Ecosystem to unlock new verticals (housing, health, farms, media), increasing both impact and brand equity.
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Exit Plan & Strategy
Sillie Goosse’s exit options provide investors with multiple pathways for return on investment:
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Acquisition – Positioning for acquisition by a global apparel company, educational publisher, or media group seeking entry into the social-impact and youth empowerment space.
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Licensing & Partnerships – Monetizing the brand through licensing deals that allow large corporations to distribute Sillie Goosse products while preserving brand ownership.
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IPO / Public Offering – As the FUA’MS ecosystem matures and demand for socially conscious ventures grows, a long-term strategy could include a public offering, creating a broader opportunity for investor liquidity.
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Timeline – Early investors benefit from equity appreciation, buyout opportunities during licensing or acquisition deals, and potential royalty structures.
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The overall strategy ensures that Sillie Goosse can deliver both social impact and financial returns, balancing brand integrity with investor value creation.
Appendix
Flyers & Visuals
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Sillie Goosse Coloring Book Flyer
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Comparison Flyer: Sillie Goosse vs. Other Coloring Books
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Mantra for Humanity Challenge Certificate
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FUA’MS Adventures Theme Song Flyer
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Event Price Breakdown Flyer (Coloring books, shirts, bundles)
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Social Tag Flyer (TikTok, Instagram, Website + QR Code)
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Supplemental Materials
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Contributor Notes (Willie Barton Jr. & Tonya Hegler)
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Official Table of Contents Keywords (Coloring Book SEO)
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Teacher Resources (Certificates & Downloadable Materials)
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Printable Lyrics Page & “Read Me” Guide (for Teachers Pay Teachers download)
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Certificates & Downloads
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Mantra for Humanity Challenge Certificate (student/participant recognition)
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Teacher Resource Pack (free downloads to support classroom SEL)
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Theme Song & Coloring Book ZIP File (lyrics + classroom usage ideas)
Closing Note
Sillie Goosse began as a spark — a vision to inspire confidence, creativity, and humanity. Today, it stands as a proven foundation of products, partnerships, and momentum: books that teach, apparel that empowers, music that uplifts, and the Mantra for Humanity Challenge that is already reaching schools, families, and communities.
The framework is built. The movement has begun. What lies ahead is the opportunity to scale nationally and globally, transforming a bold vision into measurable impact.
We have built the vision. With your partnership, we will build the future.