FRUGAL AND FOCUSSED MARKETING LAUNCH PLAN
Our plan is to provide gourmet delicious healthy food options accessible to the mass market. Build your own
salad/lunchtime food options with the freshest and tastiest ingredients:
Position Lunchbox as a challenger brand to gain followers by leveraging the tension in the marketplace that healthy food
should not mean boring food
Brilliant basics- at the end of the day it’s all about the product!
Our key concern and belief is that every Lunchbox meal sold is the most important driver to create delight, WOM (word of
mouth) and happy customers coming back for more. In addition to this, we’ll focus on the below
Marketing- Connect people with people around our brand purpose
Leverage social media reach by getting people to share Lunchbox social content to receive a discount voucher for them and
a friend. Supported by targeted promoted posts
Build a database-Leverage social media activities to capture contact details for direct marketing purposes
PR – not publicity- PR tells a story, publicity creates hype that inflates expectation and often leaves people disappointed.
Craft a story around Lunchbox’s brand purpose to gain free editorial in press, publications and online
A BIG idea for launch-Get talented award winning advertising industry veterans (my friends) to come up with a big idea that
can spark disproportionate awareness off a very small budget
MILESTONES AND INVESTMENT
Here are milestones and investment requirements for the 1st 12 months. Please note that the plan is to scale this quickly over 2-3
PRIOR TO INVESTMENT:
Sites earmarked- I have already identified 2-3 great positions and have researched these areas well. I need investment
secured in order to sign a 2-3 year lease.
Team identified. I have agreed some equity agreements with key people to be able to make this happen.
Financials finalized- agreement on investment.
Implementation plan finalized- Operational plan, all suppliers sourced, marketing plan
FIRST TRANSFER (MIDDLE OF APRIL 2015)- R2m
Web and app. development
SECOND TRANSFER (BEGINNING OF MAY 2015)- R1m
Operational cash flow, marketing,
Expected slow start-up expectation to grow fast month on month
THIRD TRANSFER (BEGINNING SEPTEMBER 2015)- TBA based on current cash flow- R1,5m
2nd shop identified and up and running