September 22nd, 2011 Advanced Entrepreneurship
What we thought?
KRAVE CANVAS SUMMARY Key Activities service New distribution channels
Formal customer support - Social media leverage Key Partners -Transactions: Paypal, Visa, Mastercard Flash sale sites (Woot, Joss & Main, Fab) Channel to Consumer: HSN, Safeway, Value Prop Public Relations Firm - GlodowNead -Snack taste (✔) Unique package
Quality of meat
Health benefits of jerky Cust. Relations Cust. Segments Branding
Frequent buyer program - Female segment (✔) Athletes (✔)
Gourmet food enthusiasts
Purposeful eaters (✔)
Vegetarian Jerky Cost Structure Scan based discount Slotting Fees
Temporary price reduction, Key Resources In-store demo
$19m target market Channels Direct to store delivery
National distribution Revenue Stream Direct to consumer – web
Specialty stores (Cost Plus)
Krave Jerky Stores
Kiosks 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
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.