Paulo Coelho  <ul><li>You have a dream…. The dream </li></ul><ul><li>has come in the womb of the </li></ul><ul><li>univers...
Mahatma Gandhi <ul><li>You find the purpose….  </li></ul><ul><li>The means will follow…. </li></ul>
Jonathan livingston  seagull Richard Bach
Goli  Vada Pav No 1
Ethnic fast food… Finger food… Mobile food…
Hum Hindustani… <ul><ul><li>…  Colgate… </li></ul></ul><ul><ul><li>…  Gillette… </li></ul></ul><ul><ul><li>…  Lux… </li></...
Ethnic food <ul><li>Kellogg's story… </li></ul><ul><li>Ethnic food opportunity…  </li></ul><ul><ul><li>100 crores populati...
Why Vada Pav... <ul><li>Fast food… </li></ul><ul><li>Finger food… </li></ul><ul><li>No plates….. No spoons </li></ul><ul><...
International success stories…
Any thing between bun sells…
Why brand name Goli... <ul><li>Vada Pav was born …… </li></ul><ul><li>The Mumbai lingo… </li></ul><ul><li>The pre-fried ve...
First store – Kalyan  <ul><li>First store opened in February 2004 </li></ul><ul><ul><li>Red signifies…  </li></ul></ul><ul...
Our first few stores…
Our first few stores…
Our first few stores…
Old Kitchen – Manual…
Our logistics then…
Our challenges <ul><li>Wastages… </li></ul><ul><li>Pilferages… </li></ul><ul><li>Standardization… </li></ul><ul><li>Price ...
Our experiments… <ul><li>Ultra violet rays… </li></ul><ul><li>Nitrogen gas chambers… </li></ul><ul><li>Blast chill refrige...
Our solutions…. Paradigm shift <ul><li>McDonalds </li></ul><ul><li>OSI INC </li></ul><ul><li>Vista </li></ul>
About OSI INC <ul><li>OSI INC and McDonalds’ Corporation are partners for supply chain for the past 40 years world-wide.  ...
Goli vada’s processes… Theccha sent to VISTA from Goli Kitchen Potato   Washing Potato peeling Potato dicing Blanching at ...
Vada’s made in a fully… automatic plant Every vada passing thru a metal detector and screened
Tracking vada’s  Batch No: Mfg Date: Exp Date:
Frozen logistics…
Innovations at store…
Frying made simpler….
The Difference…
Ready for scale up…. But, Nobody…. knew us … Vada pav is as powerful a name as  Amitabh bacchan…… So the press covered us…..
 
 
 
 
 
 
 
 
The story unfolds….. <ul><li>Fund raising… </li></ul><ul><li>Many suitors…..  difficult to pick and choose </li></ul><ul><...
Prime stores
Prime stores
Landmark Store
<ul><li>Super fast expansion… 300 stores in 3 months </li></ul><ul><li>Real estate economics….. Major stumbling block </li...
Our solutions….. 300 Aarey booths
Our solutions….. 300 Aarey booths
Our solutions….. 300 Aarey booths
Our solutions….. 300 Aarey booths
 
 
 
Financial Tsunami <ul><li>Lehman brothers… </li></ul><ul><li>Satyam… </li></ul><ul><li>Subhiksha… </li></ul>
Goli shifts to tier II cities….  75 stores in 18 months <ul><li>Nashik </li></ul><ul><li>Aurangabad </li></ul><ul><li>Jaln...
Goli shifts to tier II cities
Goli shifts to tier II cities
Goli shifts to tier II cities
Goli shifts to tier II cities
Goli shifts to tier II cities
Goli shifts to tier II cities
Now…. Goli going south… <ul><li>Bangalore </li></ul><ul><li>Chennai </li></ul><ul><li>Hyderabad </li></ul>
Bangalore -- Koramangala
Bangalore – Jayanagar (under construction)
Brand   <ul><li>Product </li></ul><ul><li>Packaging </li></ul><ul><li>Perception </li></ul>
Our Products
Goli Vada Pav
Goli Cheese and schezwan options
Goli Mix Veg Vada Pav
Goli Tikki Vada Pav
Goli Palak Makkai Vada Pav
Goli Sabudana Vada’s
Goli Bhajji’s
<ul><li>Business is all about ……. </li></ul><ul><li>Machinery…. </li></ul><ul><li>Material… </li></ul><ul><li>Manpower… </...
Brand…. Goli <ul><li>Youth… </li></ul><ul><li>Time pass… </li></ul><ul><li>Masti… </li></ul><ul><li>Mumbai… </li></ul><ul>...
Engaging our customer then… <ul><li>Goli Ganpati…. </li></ul><ul><li>Goli Music @ stores…. </li></ul><ul><li>Goli Music on...
Engaging our customers now…. <ul><li>www.vadapavmumurings.wordpress.com </li></ul><ul><li>www.facebook.com/golivadapav </l...
Vada pav talks -- TiE
Vada pav talks -- Bangalore
Vada pav talks -- Food Forum
Vada Pav talks… Mumbai
Vada Pav talks -- Aurangabad
 
 
 
Mumbai meri jaan…
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Vada pav… chai…  Mumbai…
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Case Study on Early Stage branding: Goli vada Pav by Venkatesh

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This slide deck was presented by Venkatesh , CEO Goli Vada Pav at the TiE Institute Knowledge Series session in Mumbai in July 2010.
During this presentation he spoke about building a brand with limited resources as an early stage entrepreneur.
[Related Video http://www.youtube.com/watch?v=UsMdP4nkdC0 ]

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Case Study on Early Stage branding: Goli vada Pav by Venkatesh

  1. 6. Paulo Coelho <ul><li>You have a dream…. The dream </li></ul><ul><li>has come in the womb of the </li></ul><ul><li>universe… it is the responsibility of </li></ul><ul><li>the universe to fulfill the dream…. </li></ul><ul><li>The universe conspires to help </li></ul><ul><li>achieve your dreams… </li></ul>
  2. 7. Mahatma Gandhi <ul><li>You find the purpose…. </li></ul><ul><li>The means will follow…. </li></ul>
  3. 8. Jonathan livingston seagull Richard Bach
  4. 9. Goli Vada Pav No 1
  5. 10. Ethnic fast food… Finger food… Mobile food…
  6. 11. Hum Hindustani… <ul><ul><li>… Colgate… </li></ul></ul><ul><ul><li>… Gillette… </li></ul></ul><ul><ul><li>… Lux… </li></ul></ul><ul><ul><li>… Bata… </li></ul></ul><ul><ul><li>… Ray ban sunglass… </li></ul></ul><ul><ul><li>… Cross pen… </li></ul></ul><ul><ul><li>… Hyundai… </li></ul></ul><ul><ul><li>… Nokia… </li></ul></ul><ul><ul><li>… Compaq laptop </li></ul></ul>Hindustani brand…
  7. 12. Ethnic food <ul><li>Kellogg's story… </li></ul><ul><li>Ethnic food opportunity… </li></ul><ul><ul><li>100 crores population… </li></ul></ul><ul><ul><li>Target 50 crores… </li></ul></ul><ul><ul><li>500 crores opportunity… </li></ul></ul><ul><ul><li>5000 crores opportunity… </li></ul></ul>
  8. 13. Why Vada Pav... <ul><li>Fast food… </li></ul><ul><li>Finger food… </li></ul><ul><li>No plates….. No spoons </li></ul><ul><li>No tables….. No chairs </li></ul><ul><li>Mobile food… </li></ul><ul><li>Potato and wheat…universal appeal… </li></ul><ul><li>Besan… spices… ethnic appeal </li></ul>
  9. 14. International success stories…
  10. 15. Any thing between bun sells…
  11. 16. Why brand name Goli... <ul><li>Vada Pav was born …… </li></ul><ul><li>The Mumbai lingo… </li></ul><ul><li>The pre-fried version … </li></ul><ul><li>Corporate finance story …… </li></ul>
  12. 17. First store – Kalyan <ul><li>First store opened in February 2004 </li></ul><ul><ul><li>Red signifies… </li></ul></ul><ul><ul><li>White signifies… </li></ul></ul><ul><ul><li>Green signifies… </li></ul></ul><ul><ul><li>Goli Bhai is…. </li></ul></ul>
  13. 18. Our first few stores…
  14. 19. Our first few stores…
  15. 20. Our first few stores…
  16. 21. Old Kitchen – Manual…
  17. 22. Our logistics then…
  18. 23. Our challenges <ul><li>Wastages… </li></ul><ul><li>Pilferages… </li></ul><ul><li>Standardization… </li></ul><ul><li>Price fluctuation… </li></ul><ul><li>Chef based operations… </li></ul>
  19. 24. Our experiments… <ul><li>Ultra violet rays… </li></ul><ul><li>Nitrogen gas chambers… </li></ul><ul><li>Blast chill refrigeration… </li></ul>
  20. 25. Our solutions…. Paradigm shift <ul><li>McDonalds </li></ul><ul><li>OSI INC </li></ul><ul><li>Vista </li></ul>
  21. 26. About OSI INC <ul><li>OSI INC and McDonalds’ Corporation are partners for supply chain for the past 40 years world-wide. </li></ul><ul><li>OSI INC. was established in 1928 in food business as OTTO & Sons, and in 1955 it forged a partnership with McDonalds for food processing and supplies as an exclusive suppliers to McDonalds. </li></ul><ul><li>OSI INC. has evolved into one of the largest private food processing corporation in the world. </li></ul><ul><li>OSI INC. is held in high regard throughout the food service industry for its manufacturing efficiency, product innovation, dedicated customer service, and commitment to food safety. </li></ul>
  22. 27. Goli vada’s processes… Theccha sent to VISTA from Goli Kitchen Potato Washing Potato peeling Potato dicing Blanching at 100 deg Celsius Potato smashing Potato sorting Adding Theccha to Potato Mixing Dipping in Besan batter Patty making Blast freezing at -18 Degree Celsius for 60 mins Parfrying for 30 secs Sorting Counting Packing in plastic Bags (22 each) Weighing Metal Detector Packing in cartons (12pkts each) Weighing Sealing Storing at -18 degree Celsius in cold room Besan purchasing Storing Mixing with water and Soda as per recipe Besan batter ready Goli Kitchen (Cold room) In Refer van Goli Stores In Refer van
  23. 28. Vada’s made in a fully… automatic plant Every vada passing thru a metal detector and screened
  24. 29. Tracking vada’s Batch No: Mfg Date: Exp Date:
  25. 30. Frozen logistics…
  26. 31. Innovations at store…
  27. 32. Frying made simpler….
  28. 33. The Difference…
  29. 34. Ready for scale up…. But, Nobody…. knew us … Vada pav is as powerful a name as Amitabh bacchan…… So the press covered us…..
  30. 43. The story unfolds….. <ul><li>Fund raising… </li></ul><ul><li>Many suitors….. difficult to pick and choose </li></ul><ul><li>Few prime stores </li></ul>
  31. 44. Prime stores
  32. 45. Prime stores
  33. 46. Landmark Store
  34. 47. <ul><li>Super fast expansion… 300 stores in 3 months </li></ul><ul><li>Real estate economics….. Major stumbling block </li></ul>New Challenges…
  35. 48. Our solutions….. 300 Aarey booths
  36. 49. Our solutions….. 300 Aarey booths
  37. 50. Our solutions….. 300 Aarey booths
  38. 51. Our solutions….. 300 Aarey booths
  39. 55. Financial Tsunami <ul><li>Lehman brothers… </li></ul><ul><li>Satyam… </li></ul><ul><li>Subhiksha… </li></ul>
  40. 56. Goli shifts to tier II cities…. 75 stores in 18 months <ul><li>Nashik </li></ul><ul><li>Aurangabad </li></ul><ul><li>Jalna </li></ul><ul><li>Nanded </li></ul><ul><li>Dhulia </li></ul><ul><li>Jalgaon </li></ul><ul><li>Ahmednagar </li></ul><ul><li>Latur </li></ul><ul><li>Beed </li></ul><ul><li>Jalna </li></ul><ul><li>Parbhani </li></ul><ul><li>Nagpur </li></ul>
  41. 57. Goli shifts to tier II cities
  42. 58. Goli shifts to tier II cities
  43. 59. Goli shifts to tier II cities
  44. 60. Goli shifts to tier II cities
  45. 61. Goli shifts to tier II cities
  46. 62. Goli shifts to tier II cities
  47. 63. Now…. Goli going south… <ul><li>Bangalore </li></ul><ul><li>Chennai </li></ul><ul><li>Hyderabad </li></ul>
  48. 64. Bangalore -- Koramangala
  49. 65. Bangalore – Jayanagar (under construction)
  50. 66. Brand <ul><li>Product </li></ul><ul><li>Packaging </li></ul><ul><li>Perception </li></ul>
  51. 67. Our Products
  52. 68. Goli Vada Pav
  53. 69. Goli Cheese and schezwan options
  54. 70. Goli Mix Veg Vada Pav
  55. 71. Goli Tikki Vada Pav
  56. 72. Goli Palak Makkai Vada Pav
  57. 73. Goli Sabudana Vada’s
  58. 74. Goli Bhajji’s
  59. 75. <ul><li>Business is all about ……. </li></ul><ul><li>Machinery…. </li></ul><ul><li>Material… </li></ul><ul><li>Manpower… </li></ul><ul><li>Methods… </li></ul><ul><li>Marketing… </li></ul>MONEY
  60. 76. Brand…. Goli <ul><li>Youth… </li></ul><ul><li>Time pass… </li></ul><ul><li>Masti… </li></ul><ul><li>Mumbai… </li></ul><ul><li>Bollywood… </li></ul>
  61. 77. Engaging our customer then… <ul><li>Goli Ganpati…. </li></ul><ul><li>Goli Music @ stores…. </li></ul><ul><li>Goli Music on Auto’s & Ganpati Mandals… </li></ul><ul><li>Goli Rocks… </li></ul>
  62. 78. Engaging our customers now…. <ul><li>www.vadapavmumurings.wordpress.com </li></ul><ul><li>www.facebook.com/golivadapav </li></ul><ul><li>www.twitter.com/golivadapav </li></ul>
  63. 79. Vada pav talks -- TiE
  64. 80. Vada pav talks -- Bangalore
  65. 81. Vada pav talks -- Food Forum
  66. 82. Vada Pav talks… Mumbai
  67. 83. Vada Pav talks -- Aurangabad
  68. 87. Mumbai meri jaan…
  69. 104. Vada pav… chai… Mumbai…

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