BerryBoost Team9

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BerryBoost Team9

  1. 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
  2. • 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. WHOLESALE E-COMMERCE DIRECT TO CONSUMERS RETAIL
  11. 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
  12. COGS Target Gross Margin (40% of wholesale) Distributor Margin (30% of trade) Retailer Margin (50% of Retail Price)
  13. 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
  14. • 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

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