Didn't get the job, but wrote one hell of a deck.

1. Growing Artizone.com’s Chicago Presence:
Analysis and Ideas
J.B. Davis
29 January 2013

2. § ANALYSIS
§ IDEAS

3. ANALYSIS: Chicago Joined NYC and SF As Top 3 Food Town

4. ANALYSIS: High End Spots Receive National Recognition

5. ANALYSIS: Places Have Evolved Comfort Food Into High Art

6. ANALYSIS: Traditional Specialty Shops Joined By New Players

7. ANALYSIS: “Ethnic” Spots As Good As “Fancy” Places

8. ANALYSIS: Upscale “Big 3” Upended Middle-Focused Grocers

9. ANALYSIS: CSA and Farmers’ Markets Have Flourished

10. ANALYSIS: And CSA / Market / Organic / Health Blurred

11. ANALYSIS: Peapod Has Kept (Modest) Presence

12. ANALYSIS: Suburbs Gained Ethnic / Foodie Access

13. ANALYSIS: And, Of Course, Chicagoans Can Always Use Web

14. ANALYSIS: Ample Forums Emerged To Learn and Engage

15. ANALYSIS: Bottom Line, Great Place For Great Food

16. Functional Benefits?
Emotional Benefits?
§ Healthier
§ Real
§ Tastier
§ Timeless
§ Prestigious
§ Trendy
Category Challenges?
Operational Challenges?
§ Costlier
§ Even If Volume Lowers
§ Convenience
Fixed Food Costs, Can
§ Special Occasions
Marginal Delivery Ever
§ What Is “Artisan”?
Be Brought Down?
IDEA 1: Continue Understanding Drivers and Challenges

17. Farmers
CSA
Ar#san
Is…
Healthy
Organic
IDEA 2: Continue Understanding Category Guardrails

18. Nell North Shore
Frances Farmers
Cary Conscious
Ben Busy
Wants The Best
Wants Local
Wants Healthy
Wants Solutions
IDEA 3: Identify Targets, Ignore Everyone Else

19. Nell North Shore
Frances Farmers
Cary Conscious
Ben Busy
Wants The Best
Wants Local
Wants Healthy
Wants Solutions
IDEA 3: Identify Targets, Ignore Everyone Else

20. IDEA 4: Determine Points of Parity and Difference…

21. IDEA 4: …But High Delivery $ Probably Offset Range of Benefits

22. IDEA 5: So It’s Essential To Identify A “Big Idea” [Not Tag]

23. Artizone.com
Connected.

24. Connected To
Real People
Artizone.com
Partner w/ Artisans to Create Social
Media Content To (a) Establish
Connected.
Authenticity (Key In Midwest), (b)
Create More Intimacy (Key For
Luxury-Like Items), and (c) Wisely
Utilize Finite Resources
IDEA 6: Breakthrough Clutter By Creating Unique Voice

25. Connected To
Real People
Artizone.com
Further Support That Voice with
Highly Personal (Quirky?) Copy
Connected.
That Romances The Products –
With Selling Almost As An
Afterthought
IDEA 7: Breakthrough Clutter By Creating Unique Voice

26. Connected To
Real Places
Without Creating Physical
Footprint, Give Brand Sense of
Place By (a) Sponsoring Trips to
Artizone.com
Artisans, (b) Over Long-Term
Sponsoring Food-Related Trips
Connected.
(e.g., REI As Lifestyle Brand), (c)
Sponsoring On-Brand Festivals /
Events (Pitchfork Music Festival?
Port Clinton Arts Festival?), and (d)
If Permitting Permits, Sponsor
Multi-Artisan Food Truck
IDEA 8: Aspire To Be “Bricks and Chicks” (e.g., Farms) Brand

27. Connected To
Real Lives
Artizone.com
The Inexorable Rise Of Mobile Has
Connected.
Created A New Table Stake, That
Much More So For Assumed
Targets
IDEA 9: Become A Mobile Brand, Fast

28. Connected To
Real Lifestyles
Having Identified Your Targets, Use
Social Media Listening, Customer
Feedback, and Advisory Panels to
Artizone.com
Drive New SKUs and Value-Add
Services
Connected.
----------------------------------------
Expand SEO Efforts (e.g., Not Just
“Artisan Food Chicago” But
“Artisan Cheese Chicago” and
“Artisan Bread Chicago”)
IDEA 10: Become Intimate With Your Customers

29. Connected To
Real Tastes
Artizone.com
Food Lovers Trek All Over
Chicago’s Neighborhoods For
Connected.
“Ethnic” Food – So Widening the
SKUs Would Accommodate Their
Tastes
IDEA 11: Expand Your Reach

30. Connected To
Real Expectations
Artizone.com
Because Expectations From 1
Connected.
Category Carry Over to Other
Categories, Institute One Call
Resolution and Free Returns
IDEA 12: Make Convenience An Emotional Benefit

31. Artizone.com
Food Sites?
Community Papers?
Connected.
Law Journals?
IDEA 13: Based On Targets, Tap Into Existing Conversations

32. Connected To
Real Beliefs
Artizone.com
Though EDLP Might Be Impossible,
Consider EDFP – Everyday Fair
Connected.
Price – An Idea Demonstrating
Support For Artisans While
Creating Customer Transparency
IDEA 14: Take A Stand On Fair Pricing

33. Connected To
Real Beliefs
Artizone.com
Deepen Connections (To Vendors
and Customers) By Supporting
Connected.
Your Artisans – and Possibly
Broader Group – Via Scholarships
etc.
IDEA 15: Take A Stand On Beliefs

34. Thank you.