Overview

I’m Ashley Valentine. 

The mother of two awesome little children under 3, a former public school, special education teacher and the owner of Rooted MKE.  Rooted MKE began as a passion project back in 2017.  In my final semester of graduate school, pursuing a Masters in Exceptional Education and Reading Teacher Certification, I’d decided that I didn’t want to be a teacher anymore.  School for many BIPOC children & families, may not be a place where they feel appreciated, celebrated or nurtured.  I’d studied and explored the staggering statistics about the achievement gap for African American students and knew that I could make a much more significant impact outside of the four walls of the classroom.  I wanted to position myself in the community, amongst families.  What started as private tutoring, has become a beautiful vision of an inclusive, third space for black & brown families to be celebrated.  Celebrated through storytelling and creating.  Rooted MKE has found a home at 5312 W Vliet Street. 

We envision this space as a bookstore, representative of the lives and experiences of those who visit (and hopefully call it home if we’ve done our job right).  We will pair literacy kits with many titles, offering families an entry point to engaging in rich discussion about the titles while also modeling how to introduce literacy themes and comprehension skills to young readers. We anticipate welcoming authors to read and share books, community literacy events, infant and parent story time and are eager host youth book clubs.   We will continue to offer private and small group tutoring sessions and will also have a high-quality, equipment rich makerspace where we will offer themed, subscription based weekly makers sessions to youth ranging from 3-16 years old.  We see Rooted MKE as a gathering place for families, much like how my local coffee shop holds a special space in my heart and routine.

This campaign seeks to activate the power of community in supporting the mission of bringing a family centered, Black Indigenous and People of Color (BIPOC) Children’s Bookstore and Makerspace to Milwaukee.

Contributions (no matter the size) help to complete the purchase of equipment and fully furnish the makerspace, purchase the point of sale equipment and establish a healthy working capital budget.

Preparation has led me to this moment

I’ve spent 3 years doing market research, building a strong academic coaching portfolio, building a proven system for academic support, and am now ready to grow and thrive on West Vliet Street. 

I’ve spent the last 24 months preparing for Rooted MKE.

-Investing and traveling to Florida for an intensive, week-long course on the realities of being an independent bookstore owner and connecting to my future vendors–run by the leading bookstore consultants in the country, Paz & Associates;

-Receiving Local Mentorship and support from fellow small business owners and WI Small Business Association

-Studying the resources and industry sales & expense data provided to me by my trade association, the American Bookseller’s Association (ABA).

-Connecting with local Independent Booksellers in the region

-Taking rigorous, small business financial courses with Wisconsin Women’s Business Initiative Corporation

-Successfully launching a weekend of pop-up events outside of the store front location to celebrate our arrival and greet our neighbors and community.

What We Need & The Goodies for You

Milwaukee has given you the Milwaukee Bucks, delicious cheese curbs, the finest breweries, Summerfest, creamy frozen custard and the valiant effort of the Brewers.  I now call upon my City and beyond, to help build a home for Rooted MKE.  I am seeking to raise $75,000.  Half of the start up costs of this project.  Every dollar raised helps reduce the amount of debt Rooted MKE takes on as new small business.

Perks include, monthly book subscriptions, quarterly makerspace subscriptions, semester long one-on-one tutoring options, Rooted MKE swag, a seating at the farewell Tandem final dinner in support of Rooted MKE, and a handwritten Thank You Note and book

Transparency along this journey is critical.  It’s important for those following the journey to understand that this all didn’t manifest over night.  I also want you to know exactly where your money is going.

Makerspace: Update electrical work, Updated HVAC System ($4000), plumbing for utility sink ($2500)

Makerspace equipment: 2, 3D Laser Printers ($5995 each, installation $300) 4 Sewing Machines ($220 each), Embroidery Machinery ($750), 2 Cricut Makers ($500 each), 4 LEGO Mindstorm Core Kits ($700 each), 4 Windows computers to support LEGO Mindstorm ($749 each), 4 Tablets, ($400 each), Arts & Craft Supplies ($2000), Shelving System ($4000), Furniture ($3200) = $38,016

Point of Sale/ Bookstore Inventory Tracking System: $5900

Working Capitol: $25,000

Indiegogo, for would any of this even be possible without them bringing us together= 8% of funds raised + 50 cents per contribution (includes platform and credit card fees) + cost of perks + cost to ship your perks to you (shipping is included in the perk cost).

This is bigger than me

This project is of tremendous value to the City of Milwaukee.  There are few pockets of space carved out specifically for BIPOC families.  This makerspace is truly unique with equipment offerings and the range of project opportunities.  The goal is truly that if a child can dream up a creation, we will hold space to make it happen.  There are also no other BIPOC Children’s Bookstores.  We have a unique opportunity to expose families to a wide range of art and STEM related topics while also bringing stories into their homes that may reflect their experiences and broaden their perspective.

Risks & Challenges

Seeking financing through traditional lending systems as a start up, service-driven business has been a challenge. I thought my good credit score, solid business plan and strong financials were all I needed.  I couldn’t have been more wrong!  The single lending product that continues to be offered is a loan at over a 9% interest rate and my 5 month old baby for collateral (well not literally but that’s sure that it feels like).  As a millennial with student loan debt PTSD, I can’t fathom taking on a business loan that seems just as predatory.   My husband and I are all in and have contributed personal savings and tapped into my 401k to breathe life into this project. 

We Truly Need You In More Ways Than One

There is more than one way to help and everyone’s contribution is equally valuable!  If you feel compelled and want to see this project blossom just as badly as I do, share this campaign with others, Here on Indiegogo use #rootingforrootedmke to find us quicker.  Follow our Facebook and Instagram pages.