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Team 2 - Krave (Block 2)
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Team 2 - Krave (Block 2)

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Team 2 - Krave (Block 2) Team 2 - Krave (Block 2) Presentation Transcript

  • KRAVEJERKY
    September 22nd, 2011
    Advanced Entrepreneurship
  • What we thought?
  • KRAVE CANVAS SUMMARY
    Key Activities
    • New distribution channels
    • In-store demos
    • Formal customer support
    service
    - Social media leverage
    Key Partners
    -Transactions: Paypal, Visa, Mastercard
    • Channel to Consumer: HSN, Safeway,
    Flash sale sites (Woot, Joss & Main, Fab)
    • Public Relations Firm - GlodowNead
    Value Prop
    • Unique package
    • Quality of meat
    • Health benefits of jerky
    -Snack taste (✔)
    Cust. Relations
    • Branding
    • Customer education
    • In-store demo
    • Frequent buyer program
    Cust. Segments
    • Athletes (✔)
    • Gourmet food enthusiasts
    • Purposeful eaters (✔)
    • Vegetarian Jerky
    - Female segment (✔)
    Cost Structure
    • Slotting Fees
    • Temporary price reduction,
    Scan based discount
    • In-store demo
    • $19m target market
    Key Resources
    • Direct to store delivery
    • National distribution
    Channels
    • Direct to consumer – web
    • Vending machines
    • Specialty stores (Cost Plus)
    • Supermarkets
    • Krave Jerky Stores
    • Kiosks
    Revenue Stream
    • $5.95
  • What did we do?
    We connected with our Four Advisors
    Gina Bianchini
    Ron Seigel
    Adam Tachner (in process)
    Ravi Belani
    …. who assisted us in designing and interpreting the following work.
  • What we did, cont.
    Who is our KRAVE Customer?
    Jon and team tasted and surveyed 50 people.
  • The ResultsWho is our Customer
  • The Results
  • Validation of Value Proposition
    Does the customer agree with our Value Proposition?
    Krave surveyed 100 jerky buyers who have tasted Krave Jerky to test our value proposition hypothesis.
  • What about our Value Proposition?
  • Key Learning's & Takeaways
    Most people surveyed are not regular jerky eaters – yet after tasting
    Krave will consider becoming regular users. Therefore figuring out
    how to get the product into the mouths of new customers is KEY.
    2. Some/most people believe jerky is healthy - doesn't seem to be a
    hot button.
    3. Nutritional ingredients a key differentiator.
    Taste and texture seem to be a driver of quality perception
    and consumption.
    Flavor is the main driver.
    Focus channel roll-out to support these customer drivers.
  • SEGWAY TO CHANNEL STRATEGY
  • AND NOT
    THE ART OF MARKET RE-SEGMENTATION
  • What’s Next?
    DEN Kiosk
    OAK Kiosk
    Ferry Building Retail Concept
  • KRAVE JERKY
    Thank-you!
    And …. try a bag of jerky today.