Team p foodie zone - 083012 canvas-v2


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Team p foodie zone - 083012 canvas-v2

  1. Team P – Original Name: Organic Food Platform Number of customers FOODZONE yesterday: 10 Total Number of customers this week: 45 Platform to bring together food manufacturers, distributors & retailers and facilitates distribution.Alessandro Pradelli Joyce Jabbour Mallie Timiraos Marcos Sheeran Yong Kwon Columbia Business School FOODZONE
  2. The 5 stages of Lean LaunchpadColumbiaBusinessSchool FOODZONE
  3. The 5 stages of our canvas Day 1 Day 2 Day 3 Day 4 Day 5ColumbiaBusinessSchool FOODZONE
  4. Foodzone Canvas• Trade Shows • CRM • Direct sales 1. Manufacturers of• Distributors • User 1. Manufacturers • Strategic specialty packaged of natural & interface showcase their partnerships goods specialty management products and link (trade shows, products & integration with retailers and magazines, 2. Small and mid-• Media distributors associations…) size retailers of specialty products 2. Retailers can • Tech staff & easily access A one-stop website programming curated new where tools products with peer manufacturers and • Business reviews, popularity, retailers can Development and media coverage connect 1. Subscription fees (including additional services)• Staff 2. Transactions fees incl. sales commissions on• IT costs long-term contracts 3. Free for retailers
  5. Homepage
  6. Content sample Price Range# Facebook Friends# Twitter Followers Media Exposure Customer ReviewsRecent Sales Volume
  7. Specialty food value chain Bodegas & Broker (5-8% GM) local stores (30-40% GM) Small &Manufacturer Distributor mid-sized Consumer (25-30% GM) stores (30-40% GM) Direct SalesScope of FoodZone (web, direct Large Retail sales to all chains (35-45% GM) others) Columbia Business School FOODZONE
  8. Market Opportunity • Assuming 1% of the total U.S. sales of specialty Total Total foods, the target Target Market US Food Specialty ~$7Bn market is Industry Foods$673Bn [1] $75Bn [2] (1% of SAM) approximately $7 billion [1] Organic Trade Association’s 2011 Organic Industry Survey, 2010 [2] The National Association for the Specialty Food Trade, The State of the Specialty Food Industry 2012ColumbiaBusinessSchool FOODZONE
  9. Marketing Campaign• Increase online / email visibility: – Banner and newsletter content exchanges with: • Food fairs • Online version of food magazines • Industry associations – Google ads and adwords• Direct promotion: – Exhibit and hand out brochures at food fairs• Partnerships: – Work with associations to reach out to their members (win-win situation)ColumbiaColumbiaBusiness FOODZONE FOODZONESchool
  10. What We LearnedFrom our interviews:• The main concern for food retailers is increasing their sales• The main concern for food start-ups is increasing their sales• It’s difficult and time consuming for food retailers and food start- ups to connectFrom the class:• It’s not that hard to get people to talk to you!• And it’s completely worth it to talk to them• It’s easier to identify individual pain points than to extrapolate themes• Working successfully in a team under time pressure requires organization and communicationColumbiaBusinessSchool FOODZONE
  11. Next steps• More data needed: set additional interviews with retailers and start-ups• Test additional service ideas: – weekly shipments of a selection of samples tailored to the retailers’ needs – services facilitating new product demos in the stores• Analyze logistics options: discuss partnership model with shipping companiesColumbiaBusinessSchool FOODZONE
  12. Appendix 1: Current Competitor Offering
  13. Appendix 2: Thought Process