The Collective Goal
social impact investment campaign
It’s time to grow
It’s time for change in our community
What is The Collective Goal?
The Collective Goal* is a social impact investment campaign focused on the elimination of waste, a key element of our economic strategy, ‘Building an Alternative Economy.’
*TCG is led by the #bekind Community Benefit Society (trading as “The Stoke Model”).
#bekind views waste as market failure, and when we say waste, we don’t just mean stuff that you put in the bin. The biggest focus of our attention is the waste of human potential – especially our youngsters – to make a positive and beneficial impact.
#bekind is seeking forward-thinking impact investors to help us commence our war on waste! Talent / Food / Potential…
£2,000 will support a young person in their community growth
The
Potteries Pound
Digital currency reward for those who give their time for free!
We aim to mentor 125 under underprivileged youngsters
What you’ll be investing in
#bekind is progressing the opening of Josiah’s Pantry in The Potteries Centre, a large shopping centre in Hanley. Josiah’s Pantry will be a unique thriving eatery and social hub, but more importantly, it will provide the springboard for 125 underprivileged young people to become future social entrepreneurs who inspire others to make a difference. #bekind is partnering with organisations including YMCA North Staffordshire and the Staffordshire Chambers of Commerce to provide opportunities for young people from across the area to develop their business skills and secure vital experience as tireless campaigners.
125 
The springboard for 125 underprivileged young people to become future social entrepreneurs
And in Josiah’s Pantry, we will be creating the first outlet where The Potteries Pound can be redeemed. The Potteries Pound will be the world’s first local digital currency, a Community Benefit Token that is designed to recognise and reward our volunteer activists – and other young people involved in the project – for investing their time in their community, and is central to how we will measure community social value.
When you invest £2,000 in The Collective Goal, you’ll receive a Goal’den Share—a unique opportunity that grants you special privileges, including:
- Ownership and Influence: As one of 125 pre-selected impact investors, you will have the power to help shape the future of Josiah’s Pantry and the opportunities for young people to make an impact.
- Mentorship and Legacy: Alongside your investment, you will have the chance to pass along what you’ve learned to a young person from The Potteries, helping them develop their social and business skills.
- Sustainable Growth: Your investment will support community-led businesses, creating family foundations, and contributing to a growing network of social hubs in 11 towns across The Potteries conurbation.
- A Share in Our Success: As our business expands, so does the value and positive impact of your investment. With a targeted 7% weekly growth in membership and transactions, you’ll be part of an exciting growth story with real momentum and buzz.
The Team
Who Are We?
#bekind has been established by experienced regeneration practitioners Annette Francis, Mike Riddell, and Dave Proudlove, who work collaboratively with other partners and stakeholders towards shared aims and objectives, particularly those that can contribute to winning the war on waste!
Why Invest in Us?
The Collective Goal is more than just an investment opportunity — it’s part of a community-led, socially driven regeneration model designed to create meaningful work, measurable impact, and real change. By investing in #bekind Community Benefit Society (trading as “The Stoke Model”), you’ll become a key player in an innovative social enterprise that
- Eliminates Waste: Not only material waste but also the waste of untapped potential in young people and left-behind communities.
- Creates Jobs: We focus on sustainable, forward-facing work that provides opportunities for under-employed and underprivileged youth.
- Measures Success: Through our Community Benefit Tokens (CBTs), we can objectively measure and demonstrate the value we’re creating in health and wellbeing, wealth, and happiness.
What Makes Us Different?
Unlike traditional businesses, we don’t extract value from the community—we create it for the community. By focusing on community-led regeneration, we are developing an alternative economic model that is measurable, sustainable, and scalable. This is not business-as-usual—this is a movement that you can help lead.
A New Kind of Investment
for a New Kind of Future
Join us in a revolutionary movement reshaping the future of communities, starting in The Potteries and soon expanding to Liverpool, Manchester, and Birmingham. As a trusted friend, family member, or pre-selected impact investor who shares our values, you have a unique opportunity to invest early in our mission and actively help shape a brighter, more sustainable future for all.
How You Can Help
We invite you to be one of the first 125 investors to own a Goal’den Share and secure your place in a business that’s shaping the future. By investing in The Collective Goal, you’re not just buying a share—you’re co-founding a movement that will make a measurable difference in the lives of thousands.
Download Our Documents:
- Community Shares Issue (PDF) (ADD WHEN READY)
- White Paper (PDF)
- Economic Strategy (PDF)
- Cashflow (ADD WHEN READY)
Next Steps
To learn more about how your investment will be used and the impact you can have, read through our documents above. When you’re ready to proceed, follow the instructions to become a Goal’den Shareholder in this exciting venture.
Together, we can transform communities, inspire change, and create a legacy of impact that lasts generations.