Mind of a buyer presentation keynote09

The Mind of a Buyer:
How to deliver amazing growth to your
retail sales in 2015
M
Tuesday, November 11, 14

Introductions
Dwight Detter
Forager / Buyer
Whole Foods Market
Michel Algazi
Robert Gonsalves
Greg Yudin
Klaus Mager
Food Centricity
M

About WFM’s Local
Vendor Program
• Local food systems
• Conscious Capitalism
• Small business empowerment
• Diversity at the POS
D

About
Food Centricity & FMH
• Food Business Acceleration
• Food Maker Launchpad
• Food Maker Growth Path
• Food Maker Hub
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3 Classic Elements of
Food Product Business V01
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PLAN
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PLAN BUILD
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PLAN BUILD GROW
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3 Successful Elements of a
Food Maker Growth Path Program
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Plan
SMART
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Plan
SMART
Build
STRONG
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Plan
SMART
Build
STRONG
PRODUCTS
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Plan
SMART
Build
STRONG
Novice
PRODUCTS
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Plan
SMART
Build
STRONG
Professional
PRODUCTS
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Plan
SMART
Build
STRONG
Professional
PRODUCTS
Grow
FAST
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Plan
SMART
Build
STRONG
PRODUCTS
Grow
FAST
Customers
Professional
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Plan
SMART
Build
STRONG
PRODUCTS
Grow
FAST
Customers
Professional
Never Tried
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Plan
SMART
Build
STRONG
PRODUCTS
Grow
FAST
Customers
Professional
Always Buying
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Plan
SMART
Build
STRONG
Professional
PRODUCTS
Grow
FAST
Always Buying
Customers SALES
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Plan
SMART
Build
STRONG
Professional
PRODUCTS
Always Buying Infrequent
Grow
FAST
Customers SALES
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Plan
SMART
Build
STRONG
Professional
PRODUCTS
Always Buying Expanding
Grow
FAST
Customers SALES
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Plan
SMART
Build
STRONG
Professional
PRODUCTS
Growth Path
Always Buying Expanding
Grow
FAST
Customers SALES
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Upcoming Production Resources
for Food Makers in So Cal
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Shopped but Never Bought
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The problem
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Buyers are not Consumers
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No Experience to Guide Me
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Where do I Focus?
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Stalled Growth
Different mindset, no guide or experience
and no idea where to focus?
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The opportunity
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Be Inside the Buyer’s Mind
D

Deliver Direct like a Distributor
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Develop Operating Procedures
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Double your Sales
Think like a buyer, get placement
like a distributor and utilize defined
operating procedures
D

Why
... would this opportunity be able to help
your business?
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+1
5 Key Principles

1 | Set your prices appropriately
Make sure you understand margin
expectations throughout the
wholesale value chain
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2 | The Devil is in the Agreement Get an experience advisor to review
your Buyers & Brokers agreements
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3 | A Showcase Sell Sheet A designed & complete sell sheet is more
important then how your product taste
D

4 | Packaging Talks Professional packaging separates the pros
from the casual or home grown
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5 | She who promotes best, wins Support your products with a full suite
of demo and promotional programs
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+1 | Selling is hard, Ordering must be easy The Re-ordering starts
at the first Order
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What
... will be the most hardest for
you to accomplish?
[and why?]
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Harvest Star - Sales Growth Compass
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Sales Growth
Harvest Star
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Sales Growth
Compass
Product
Customers Buyers
Sales
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Sales Growth
Compass
Product
Customers Buyers
Sales
Place
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Sales Growth
Compass
Product
Customers Buyers
Sales
Promotion
Place
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Sales Growth
Compass
Product
Customers Buyers
Sales
Promotion
Price Place
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Sales Growth
Compass
Product
Participate
Customers Buyers
Sales
Promotion
Price Place
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Building your Buyer Promotion & Place Program
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Buyer Lingo
http://retail.about.com/od/retailglossarya/
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Buyer Lingo
Performance
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Buyer Lingo
Performance
TPRs
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Buyer Lingo
Performance
TPRs
Bill-Back
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Buyer Lingo
Performance
TPRs
Bill-Back
SPIFS
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Buyer Lingo
Performance
TPRs
Bill-Back
SPIFS
Scan Down
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Buyer Lingo
Performance
TPRs
Bill-Back
SPIFS
Scan Down
Non Performance
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Buyer Lingo
Performance
TPRs
Bill-Back
SPIFS
Scan Down
Non Performance
Off Invoice
Case Stack Down
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Buyer Lingo
Performance
TPRs
Bill-Back
SPIFS
Scan Down
Non Performance
Off Invoice
Case Stack Down
Free Fill
MCB (Manufacturer
Charge Back)
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Buyer Lingo
Performance
TPRs
Bill-Back
SPIFS
Scan Down
Non Performance
Off Invoice
Case Stack Down
Free Fill
MCB (Manufacturer
Charge Back)
Hip Pocket Deal
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Promotions - Buyer’s Pet Topic
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Buyer Questions
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Buyer Questions
• What kind of promotional support is being
offered?
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Buyer Questions
offered?
• What are the frequency and depth of the
promotions?
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Buyer Questions
offered?
promotions?
• What is your plan to tell the consumer about
the product? (demos, advertising, public
relation campaigns, social media, etc.)
D

Buyer Questions
offered?
promotions?
• Have you put a lot of thought into your
strategy, and are you supporting our efforts by
participating in our programs?
D

Buyer Questions
offered?
promotions?
• Is the Product presented in an attractive and
concise way?
D

Buyer Questions
offered?
promotions?
• Is the Product presented in an attractive and
concise way?
• How much existing distribution do you have
with our customers?
D

Promotion Ideas
D

Promotion Ideas
In Store Display
D

Promotion Ideas
In Store Display
Temporary Price
Reductions
D

Promotion Ideas
In Store Display
Temporary Price
Reductions
Case Stack Down
D

Promotion Ideas
In Store Display
Temporary Price
Reductions
Case Stack Down
Coupons
D

Promotion Ideas
In Store Display
Temporary Price
Reductions
Case Stack Down
Coupons
Contest and
Sweepstakes
D

Promotion Ideas
In Store Display
Temporary Price
Reductions
Case Stack Down
Coupons
Contest and
Sweepstakes
Demos & Presentations
D

Promotion Ideas
In Store Display
Temporary Price
Reductions
Case Stack Down
Coupons
Contest and
Sweepstakes
Rebates
D

Promotion Ideas
In Store Display
Temporary Price
Reductions
Case Stack Down
Coupons
Contest and
Sweepstakes
Rebates
Premiums
Trade Allowance
D

Promotion Ideas
In Store Display
Temporary Price
Reductions
Case Stack Down
Coupons
Contest and
Sweepstakes
Rebates
Premiums
Trade Allowance
Trade Sales
Promotions
Cause Related / Fair-
Trade
D

Promotion Ideas
In Store Display
Temporary Price
Reductions
Case Stack Down
Coupons
Contest and
Sweepstakes
Rebates
Premiums
Trade Allowance
Trade Sales
Promotions
Cause Related / Fair-
Trade
Joint Promotions
D

1st
Quarter 2nd
Quarter 3rd
Quarter 4th
Quarter
CUSTOMERS MARKETING BUYERS PRODUCT
Growth
Roadmap
-‐
2015
Project
Title
or
Product
Name
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Growth
Roadmap
Project
Title
or
Product
Name
1st
Quarter 2nd
Quarter 3rd
Quarter 4th
Quarter
PRODUCT
Product
IntroducCon
New
Channel
Opening
CUSTOMERS MARKETING BUYERS
IntroducCon
of
New
Product
Placement
rollout
Support
Product
introduc1on
with
Promo1onal
buyer
campaign
Social
Targe1ng
to
drive
in
store
purchasing
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Promotional & Marketing Calendar Template - FM Launchpad
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Building your Buyer Place - Distribution Elements
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PLACE
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PLACE
• Third Party Storage:
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PLACE
• In Outs
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PLACE
• In Outs
• Storage
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PLACE
• In Outs
• Storage
• Pick & Pack
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PLACE
• In Outs
• Storage
• Pick & Pack
• Freight In / Out
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PLACE
• In Outs
• Storage
• Pick & Pack
• Backhaul costs (DC to individual
Stores)
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PLACE
• In Outs
• Storage
• Pick & Pack
Stores)
• Freight Insurance
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PLACE
• In Outs
• Storage
• Pick & Pack
Stores)
• Temperature Issues
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PLACE
• In Outs
• Storage
• Pick & Pack
Stores)
• Temperature Issues
• Chain of Custody (FSMA)
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Template - How to Launch a new Retailer Checklist
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Next Steps
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Local 101 Full-Day Intensive
Monday 12/13
Slow Money
Saturday 11/15 Monday 11/18
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Q&A
ALL

Mind of a buyer presentation keynote09

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