• Like
BerryBoost Team9
 

BerryBoost Team9

on

  • 1,056 views

 

Statistics

Views

Total Views
1,056
Views on SlideShare
1,056
Embed Views
0

Actions

Likes
1
Downloads
9
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    BerryBoost Team9 BerryBoost Team9 Presentation Transcript

    • Jennifer Holm Kasperi Putkonen Adaobi Kanu Christine Lee Talked to 5 Wholesalers Talked to 90 End-Users Talked to 10 Retailers Talked to 2 Beverage Consultants Conducted 40 Surveys
    • • We thought we’re going to produce high- end water and stylish juices to cool, young people • We thought it needs to be organic, CO2 neutral and available in private jets.. •But that idea didn’t survive the first customer contact
    • Key Partners Key Activities Value Proposition Customer Relationships Customer Segments ChannelsKey Resources Revenue StreamsCost Structure Suppliers of Berries Partnerships for Brand Creation: Materials Design Packaging Marketing Retail Partners: Bars & Nightclubs Hotels Restaurants "Off site" consumption Grocery stores e.g. Dean & Deluca "On site" consumption Sourcing of water Sourcing of berries Bottling and logistics Making juice Quality Control The factory / bottling site Intellectual resources: Brand Human resources for: Quality control Product R&D Sales / Customer relations Provide the world's best water and natural berry juice Design: fashionable Status: High quality high quality packaging New flavors such as cloudberry, lingonberry and seabuckthorne Natural, hand picked, CO2 neutral Provide the water and the juice separately, let the customer mix them => customization On the go: Small juice & bottles portability Online communities for co-creation of mixes, recipes etc. Awareness andEvalu: Website and social media After Sales: website and social media Key account managers Mass Market product premium/luxury Urban consumers Fashion savvy-/ Green Target Segments: Urban males and females 15-49, high end restaurant / clubs / hotels 73% f, 27% m. Consumers 1. Heavy Water Drinker 2. People who Juice Retailers 1. Mass Market 2. Specialty food stores Asset sales model Predefined prices Sales to wholesaler On-line direct sales Sourcing of berries (economies of scale) Quality control Marketing Premium/luxury value proposition Creating partnerships
    • Non Alcoholic Bev $258B Fruit-Drink Mixes $1B Fruit Juice $5B Berry Boost $10M (1% of Market) Fruit-Drink Mixes: $1B Growth in concentrates Mio 12.28% Market Fresh Juices: Projected 4%-8% growth 2011: Sales of bottled fruit and veggie juices $2.2B up 58% National movement, toward healthier eating and organic Bottled Water: $22B
    • Would you purchase a shot of fresh berry puree to mix with water for both nutrition boosting and flavor-enhancing purposes? –70% yes, -30% no - –Yes: ”Great way to flavor water without adding calories/sugar/artifcial sweeteners” Needs not currently met by existing products, top three 1. Too much sugar (65%) 2. Prefer more health benefits (55%) 3. Prefer more natural ingredients (45%) Customers value Mixing on-the-go Portable Packaging to be carried in purse/pocket Price Per Serving WTP $1.00 - 2.00 $2.00 - $3.00
    • Key Partners Key Activities Value Proposition Customer Relationships Customer Segments ChannelsKey Resources Revenue StreamsCost Structure Suppliers of Berries Partnerships for Brand Creation: Materials Design Packaging Marketing Distribution Partners: Beverage Wholesalers Retail Partners: Bars & Nightclubs Hotels Restaurants "Off site" consumption Grocery stores e.g. Dean & Deluca "On site" consumption Sourcing of water Sourcing of berries Bottling and logistics Making juice Quality Control Maintaining Distributor Relationships Customer Relationships The factory / bottling site Intellectual resources: Brand Human resources for: Quality control Product R&D Sales / Customer relations Provide the world's best water and natural berry juice Design: fashionable Status: High quality high quality packaging New flavors such as cloudberry, lingonberry and seabuckthorne Natural, hand picked, CO2 neutral Provide the water and the juice separately, let the customer mix them => customization On the go: Small juice & bottles portability Dedicated assistance to wholesale distributors Online communities for co-creation of mixes, recipes etc. Samplings to get consumer reactions Awareness andEvalu: Website and social media Purchase and Delivery: Wholesale Partners After Sales: website and social media Key account managers Mass Market product premium/luxury Urban consumers Fashion savvy-/ Green Target Segments: Urban males and females 15-49, high end restaurant / clubs / hotels 73% f, 27% m. 25-50+ Consumers 1. Heavy Water Drinker 2. People who Juice Non- SweetDrinkers Retailers 1. Mass Market 2. Specialty food stores Asset sales model Predefined prices Sales to wholesaler On-line direct sales Sourcing of berries (economies of scale) Quality control Marketing Premium/luxury value proposition Creating partnerships
    • Donna: The Water Lover Jim: The Juicer Big Geyser: The Bev Wholesaler Looking to have a diversified beverage portfolio to offer their retail partners • Prefers water • Active lifestyle • Health Conscious • Values Portability The MiddlemanThe End-User • Makes Juice at Home • Willing to $pend • Trendy • Wants to try new Superfruits! • Low sugar • Active lifestyle • Health conscious • Values portability • Wants vitamins •Fresh Ingredients • 25-50+ Natasha: The All-Naturalist • Likes sugar • Drinks soda • Doesn't look at labels • Young Tommy: The Sweet Tooth
    • Location: 96th St & Broadway Consumers Sampled: 70 Orders Placed: 5 Consumer Feedback: Berry Boost: “More Berry flavor” “More Natural” Mio... “I would rather hump a dry cactus than drink that garbage” “Artificial – Too Sweet” Funny after taste
    • Key Partners Key Activities Value Proposition Customer Relationships Customer Segments ChannelsKey Resources Revenue StreamsCost Structure Suppliers of Juice Partnerships for Brand Creation: Marketing Design Packaging Materials Distribution Partners: Beverage Wholesalers Retail Partners: Bars & Nightclubs Hotels Restaurants "Off site" consumption Grocery stores e.g. Dean & Deluca "On site" consumption Sourcing of water Sourcing of berries Bottling and logistics Making juice Marketing Maintaining Distributor Relationships Customer Relationships The factory / bottling site Intellectual resources: Brand Human resources for: Quality control Product R&D Sales / Customer relations Provide the world's best water and berry juice Design: fashionable Status: High quality The Story!! New flavors such as cloudberry, lingonberry and seabuckthorne hand picked, CO2 neutral Organic Provide the water and the juice separately, let the customer mix them => customization On the go: Small juice & bottles portability Dedicated assistance to wholesale distributors Online communities for co-creation of mixes, recipes etc. Samplings & consumer education E-Commerce Website Key account managers Wholesale Partners Direct at Events Retailers Mass Market product premium/luxury Urban consumers Fashion savvy-/ Green Target Segments: Urban males and females 15-49, high end restaurant / clubs / hotels 73% f, 27% m. 25-50+ Consumers 1. Heavy Water Drinker 2. People who Juice Non- SweetDrinkers Retailers 1. Mass Market 2. Specialty food stores Asset sales model Predefined prices Sales to wholesaler On-line direct sales Sourcing of berries (economies of scale) Quality control Marketing Premium/luxury value proposition Creating partnerships
    • WHOLESALE E-COMMERCE DIRECT TO CONSUMERS RETAIL
    • Fairway Market: Organic Specialty • In-Store Samplings • Consumer Coupons • Staff Trainings • Deals • Retailer Incentives Natasha: The All-Naturalist Big Geyser: The Bev Wholesaler • Lots of samples • Retailer Support • Sales Support • High Margins • Sales Incentives • Exclusivity • Entertainment Besides attracting consumers with a product/story, we need to be ready to spend $$$ on wholesalers and on free samples for customer access. 80% of a product’s success comes from distribution/marketing!! • Consumer POS Items • Event Sponsorships • Website • Marketing Materials • Giveaways • Coupons
    • COGS Target Gross Margin (40% of wholesale) Distributor Margin (30% of trade) Retailer Margin (50% of Retail Price)
    • Talked to 5 Wholesalers Talked to 90 End-Users Talked to 10 Retailers Talked to 2 Beverage Consultants Access to distribution crucial but costly; Start with local growth Outsource manufacturing at the beginning So what’s important? Create a story, find your niche. Then focus on getting your products to customers. Find relevant/niche distribution partners; Look into partnering with bottled water firms Marketing & Distribution = 80% of the game Conducted 40 Surveys
    • • Finding the niche: New hypothesis • Hone in on the customer need • Make sure we have the right segment and the right value proposition • Create the story • Focus on channels and partnerships • Throw the book from the ceiling of Warren Hall when we have first 5000 clients waiting for the beverages to ship