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Maacha bar columbia univ jan 2014
 

Maacha bar columbia univ jan 2014

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  • Hello, my name is Joyce Chang and I am the founder of Maccha Bar.
  • Non-alcoholicbev in the USA 258B 25B (functional dev in the USA)200M

Maacha bar columbia univ jan 2014 Maacha bar columbia univ jan 2014 Presentation Transcript

  • Total: 60 interviews Team 22 Joyce Chang  Leslie Sanchez  Daniel Friedman  William Dumesnil
  • KP Key Partner KA Key Activities • Partners: • Distributors • Retailers • Suppliers: • Wholesale Japanese matcha • Bottling and Packaging • Production • Design (Bottle/Kcup) • Education VP Value Proposition CR Customer Relationship • All-natural ingredients • Relationship with • More antioxidant customer: We are than regular green the authority on tea and coffee matcha • Anti-aging / detox • Our product is • Brand – quality self-service matcha products • We will need to /lifestyle brand educate customers about benefits of matcha KR Key Resources • Physical: commercial kitchen • Marketing and Branding Power • Financial: start-up costs of $30k+ CS Customer Segments • Tea and coffee drinkers • Health and aging conscious • Busy Professionals CH Channel • Food trucks • Fairs / pop-up shops • Markets (ie. Whole Foods) • Corporate Cafeterias • Drug stores • Fitness / yoga studios • School • Department stores • PR – blogs, editorial • E-commerce site C$ Cost Structure R$ Revenue Stream • • • • • Product Sales – bottled drinks & k-cups or other capsules • Eventually we will add other matcha products Ingredients Production facility / commercial kitchen space rental Bottle/Packaging Marketing/Branding Day 1
  • What We Thought 3    Our audience was diverse and our product could cater to many needs Maccha can serve as an energy drink or a coffee alternative We can start small and grow big
  • Day 2-3: What We Learned 4  Coffee drinkers a no-go. “There’s no way anyone could get me to switch from coffee.” Many people have had matcha without knowing it, so education and awareness will be important.  “Oh! I didn’t know that green tea ice cream was made from matcha. I love green tea ice cream”  Consumers want different things at different times and will make different drink purchase decisions based on this. “I want something refreshing, this is too rich for me right now.”  “It tastes better when it’s sweeter” “I like my tea hot” So we thought, why not make a few drinks with specific functions to target different customer segments?
  • Customer Segments • Probably has salads for lunch, only eating healthy carbs like quinoa • Prefers low calorie drinks • Ages 20-65 • Afraid of aging, probably wears sunscreen and spends a lot on cosmetics • Watches weight • Ages 20-50 Digestive health conscious Beauty conscious • High pressure job or works long hours or needs to cram • Ages 25-45 • Exercises regularly • Or maybe just ate salty or spicy food • Ages 15-45 Drained Thirsty
  • KP Key Partner KA Key Activities VP Value Proposition • Partners: • Distributors • Retailers • Strategic Partners • FareTradeNYC • Outdoor food markets (Smorgasburg, Hester St Night, Brooklyn Bazaar) • Commercial Kitchen Incubator • Bloggers and other PR • Nutritionist • Start-up delivery companies (i.e. WunWun) • Production • Marketing/Awarene ss • Distribution • Provides matcha health benefits that energize, beautify, hydrate, or provide digestive health wellness with all natural-ingredients • All-natural ingredients/low sugar • Suppliers: • Matcha green tea from Japan • Other raw ingredients local • Bottles and Packaging • Consultants • Flavor consultant • Operations/Logistic s KR Key Resources • • Physical: commercial kitchen space • Branding • Expertise • Financial: start-up capital • Business to Consumer • Matcha and all its health benefits • Targeted products for diff needs by mixing with following ingred • Ginger to reduce inflammation/help digestion • Guava to add more antioxidants • Ginseng for energy • Coconut water for hydration • Brand – quality matcha products • Diverse flavors (sweetened, soy milk, seeds, etc) • 14X the antioxidant of regular green tea and coffee Business to Business • No existing matcha line of drinks • Partaking in the growing health trend • Employees C$ •Cost Structure Sales • Ingredients • Production facility / commercial kitchen space rental • Bottle/Packaging • Marketing/Branding • Distribution CR Customer Relationship CS Customer Segments • Get: Sampling product, Social Media, Local food community • Keep: Introduce new flavors with customer input / contests • Grow: Introduce new products • All Health conscious • Beauty conscious • Busy professionals or students who feel drained • Dehydrated/Thir sty • Digestive health conscious • (ages 18-35) • Business to Business • Food Trucks • Whole Foods • Specialty Markets • Delis • Cafés • Fitness/Yoga studios • Corporate Cafeterias CH Channel • Website (online orders) • Fairs / food trucks / pop-up shops • Specialty markets • Diet meal delivery companies R$ Revenue Stream • Direct Sales • Pricing at $4-7 for a 14 oz bottle – bottled drinks & k-cups or other capsules • Growth: Eventually we will add other matcha products Day 4
  • Day 4: What We Learned 7  If you start too small, you probably won’t make money for the first 5 years  Should not focus on food communities too much, it doesn’t reflect our product offering!  Beauty and health conscious people are more likely to pay a premium for our product  Let’s focus on this
  • New Customer Segment • Probably has salads for lunch, only eating healthy carbs like quinoa • Prefers low calorie drinks • Ages 20-65 • Afraid of aging, probably wears sunscreen and spends a lot on cosmetics • Watches weight • Ages 20-50 Digestive health conscious Beauty conscious ✖ • High pressure job or works long hours or needs to cram • Ages 25-45 • Exercises regularly • Or maybe just ate salty or spicy food • Ages 15-45 Drained Thirsty ✔ ✖ ✖
  • Customer Archetype 9 • Earns $50K+ • Wears sunscreen • Wouldn’t be caught dead in McDonald’s • Attends yoga class regularly • Wears Lululemon • Drinks kombucha and chia seed drinks • Likes to try fad diets • Looks at nutrition labels • Pescetarian • Ages 26+
  • Market Size NonAlcoholic Beverages ($258B USD) Functional RTD Beverages ($30B USD) Health and Wellness RTD Beverages ($1.2B USD) Maccha Bar ($12M USD)
  • Day 4: What We Learned 11  Story is important!
  • Our Story 12  So, we are borrowing the proven benefits that maccha has provided Japanese people for 900 years
  • KP Key Partner KA Key Activities VP Value Proposition • Strategic Partners • Branding Partner • FareTradeNYC • Outdoor food markets (Smorgasburg, Hester St Night, Brooklyn Bazaar) • Commercial Kitchen Incubator • Bloggers and other PR • Nutritionist / Spokesperson • Start-up delivery companies (i.e. WunWun) • • • • • • Provides matcha health benefits that energize, beautify, hydrate, or provide digestive health wellness with all natural-ingredients • Provides key to Japan’s 900 year old secret to longevity – matcha with its anti-aging and cancer-fighting properties • Suppliers: • Matcha from Japan • Other raw ingredients local • Bottles and Packaging Production Bottling Branding/Marketing Distribution Licensing and Insurance • Product Testing/Research KR Key Resources • Recipe • Physical: commercial kitchen space • Expertise • Financial: angel investors, friends/family • Employees • Sales • Production/Bottling Facility • Distributors • Consultants Flavor C$ •Cost Structure consultant (?) • Ingredients • Production facility / commercial kitchen space rental • Bottle/Packaging • Marketing/Branding • Distribution CR Customer Relationship CS Customer Segments • Get: Marketing Campaign/Event Sponsorships, Sampling product, Social Media, Local food community • Keep: Introduce new flavors with customer input / contests • Grow: Introduce new products • All Health conscious • Beauty conscious • Busy professionals or students who feel drained • Dehydrated/Thir sty • Digestive health conscious CH Channel • Website (online orders) • Fairs / food trucks • Specialty /Health food markets • Diet meal delivery companies • Spas • Upscale cafes in department stores • Beauty and health conscious • $50k+ • Wears sunscreen • Attends yoga class regularly • Wears Lululemon • Drinks kombucha and chia seed drinks • Likes to try fad diets • Looks at nutrition labels • Pescetarian • Would never be caught in a McDonald’s • Ages: 26+ R$ Revenue Stream • Direct Sales • Pricing at $5-7 for a 16 oz bottle $4-7 for a 14 oz bottle Day 5
  • What We Know 14  Lifestyle:      How small, local companies have started: Product development, production, bottling, and distribution happen in-house in a commercial kitchen facility to start Incubators provide 20C food processing establishment license Nutrition information does not need to be included if you sell less than 100,000 bottles Can expand into co-packing/contract manufacturing once demand is large enough Mass market:     Outsource Production/Bottling Get distributors quickly Branding and Marketing are key activities even more so than for lifestyle ????
  • Next Steps 15         Develop product recipe Test if our story is compelling Channels to explore include cafes at upscale department stores Update our get strategy Further research needs to be done on how large beverage companies started out Focus on branding Figure out how to coordinate supply and demand: Have prototype of drink and get distributor orders before mass production? For future expansion: decide which regions maccha would do best in (i.e. places that value health like California) and map out local suppliers and production facilities