Launching Yerba Mate Start-Up: VYM

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Launching Yerba Mate Start-Up: VYM

  1. 1. Yerba mate | team five John Foust, Keely Galgano, Elizabeth Gardiner, Nick Gelbard, Ryan Niland, Sarah Pai, Nicole Weaver
  2. 2. AGENDA the brief target 
 audience LAUNCH 
 PLAN distribution
 Budget + 
 Expansion OUR BRAND
  3. 3. the brief
  4. 4. ! OBJECTIVE ! Bring Yerba Mate-based beverage to market.
  5. 5. ! ! OBJECTIVE the brief ! SITUATION ! Bring Yerba Mate-based beverage to market. The caffeine market is oversaturated with coffee, teas, and synthetic energy drinks. People simply aren’t aware of what Yerba Mate can offer yet.
  6. 6. ! ! OBJECTIVE SITUATION Bring Yerba Mate-based beverage
 to market. The caffeine market is over-saturated 
 with coffee, teas, and synthetic energy 
 drinks. People simply aren’t aware of 
 what Yerba Mate can offer - yet. the brief ! INSIGHT ! Americans are overworked 
 and coffee and energy shots 
 are their diesel. Yerba Mate 
 offers more focused energy 
 and a clearer mind that can 
 improve the daily lives of the 
 American workforce.
  7. 7. ! ! OBJECTIVE SITUATION Bring Yerba Mate-based beverage
 to market. The caffeine market is over-saturated 
 with coffee, teas, and synthetic energy 
 drinks. People simply aren’t aware of 
 what Yerba Mate can offer - yet. the brief ! ! INSIGHT ! POSITIONING ! Americans are overworked 
 and coffee and energy shots 
 are their diesel. Yerba Mate 
 offers more focused energy 
 and a clearer mind that can 
 improve the daily lives of the 
 American workforce. Mate has all the benefits of 
 tea and the latest ‘health‘ 
 drinks, but packs a punch 
 like an energy drink. 
 It’s tea plus.
  8. 8. target audience
  9. 9. target audience 18-34 millennial influencers upper-middle class urban Sizing Them Up: 
 80 million millennials in the US alone; 2.5x more likely to be early adopters Working for the Weekend: 
 33% earn over $50,000; 
 1 in 10 make over $100,000 City Dwellers: 
 56% live in a city, 34% in a close-in suburb They are the influencers: 
 85% rely on peer approval for buying decisions Big Spenders: 
 Largest current and potential spending for luxury items The Carless Generation: 
 70% using multiple travel options per week Sources: Boston Consulting Group, Think with Google, Forbes, Ad Age, APTA
  10. 10. meet hunter Age: 24 Hometown: Santa Clara Current City: Brooklyn ! • Self-starting entrepreneur; now he works at a small startup
 • Hunter cares about his appearance, following the latest health trends ! • Each Saturday, you’ll find him at the local coffee shop reading The New Yorker and flipping through social dating sites • Hunter doesn’t fit neatly into one box
  11. 11. ! meet KAT ! ! Age: 25 Hometown: Dallas Current City: LA ! • Works as a curator at the J. Paul Getty Museum
 • She’s a tech-savvy trendsetter, but doesn’t let it rule her life ! • Blogs about everything she loves - nerdy obsessions and all - for the Tumblr world to see • Kat can be found at her local SoulCycle each morning before work
  12. 12. day in the life
  13. 13. Our brand
  14. 14. THE product & Brand story
  15. 15. THE healthy middle ground Frenetic Energy Calming Experience Health 
 w/o Hassle
 Energy 
 w/o Jitters
  16. 16. Energy Health Natural Zen
  17. 17. energy tonic? defining a new category
  18. 18. innovative technology the hot-can
  19. 19. pricing rationale us vs. them Starbucks Refresher $1.90 Starbucks Grande Coffee $1.96 Bai $1.99 Argo Tea $2.39 Synergy Kombucha $2.99 5-hour Energy $3.99 VYM $3.15 All-natural premium Yerba Mate | New category | Innovative technology
  20. 20. Launch plan
  21. 21. PR Push Retain New York-based PR services with outreach to these suggested outlets: trade and business publications
 
 fashion and lifestyle publications
 food and drink
 publications
 influential 
 bloggers

  22. 22. brand partnerships Promoting wellness in the workplace
  23. 23. festival presence south by southwest
 coachella
 Yearly Attendance: 300,000
 Yearly Attendance: 675,000 potential reach 1,425,000 per year bonnaroo
 lollapalooza
 Yearly Attendance: 150,000
 Yearly Attendance: 300,000

  24. 24. airport promotions O’HARE International Airport
 1,900,000 passengers per day
 Los angeles international airport
 47,000 passengers per day potential reach 2,177,000 per day San Francisco 
 International Airport
 101,000 passengers per day JFK International airport
 129,000 passengers per day
  25. 25. our creative point of view
  26. 26. creative pov Creative tone in line with our target Messaging will be product-focused Deployed in target-appropriate media channels
  27. 27. brand website
  28. 28. Social / Twitter
  29. 29. Social / Twitter
  30. 30. Social / facebook
  31. 31. Social / instagram
  32. 32. bus shelter takeovers
  33. 33. Traditional
  34. 34. creative / Print
  35. 35. creative / Radio
  36. 36. creative / TV
  37. 37. distribution
  38. 38. the vym bus
  39. 39. baked energy
  40. 40. POP-UP storefronts
  41. 41. Budget + Expansion
  42. 42. year-one budget Food Truck 100,000 Pop-Up Stores 96,000 Bus Shelter 84,000 Street Team 10,000 Festival Cart 16,000 PR Firm 60,000 Operating Cost 87,500 Total $541,000 If we produce 50,000 cans and sell 50% at $3.15/ each, our revenue will be $6,250 leaving us 
 -$34,750 in year one.
  43. 43. brand expansion
  44. 44. product extensions
  45. 45. Long-term distribution premium grab & go convenience stores
  46. 46. Long-term distribution premium grab & go convenience stores
  47. 47. why it works New category: Energy Tonic Creative tone in line with our target Unique brand experience Distribution tactics that build relationships
  48. 48. thank you | any questions?

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