Griša Šoba (Flaviar): Zasnova in lansiranje nove evropske znamke na področju alkoholnih pijač.

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Griša Šoba (Flaviar): Zasnova in lansiranje nove evropske znamke na področju alkoholnih pijač.

  1. 1. The design and launch of the new European alcohol brand · Flaviar - first experience · GRIŠA ŠOBA grisa.soba@flaviar.com www.flaviar.com
  2. 2. · WHO IS THIS GUY? ·
  3. 3. would you buy a £100 bottle without tasting it first?
  4. 4. Discover Exciting DrinksIn The Company Of Your Friends. Five New Flavors Delivered Every Month.
  5. 5. · TRENDS · Subscription-basedSocial shopping businesses
  6. 6. · TRENDS · Wine clubs & niche marketplaces800.000 users. 1M users. Revenues $1M per monthEstimated revenue of Selling some 2M bottles in 2011. in the end of 2011.$25M in 2011. Revenue $56M in 2011 - a 25% Investment $10M.Investment $43.5M. increase over FY2010.10M users.$300M valuation in 2010. 600.000 users (jan. 2012). 2M users in less than a year.Expected revenue (fees) from Revenues $1.5M per month. Estemated revenue of$72M in 2011 to $201M in 2016. Investment $41M+. $100M in 2012.Investment $27M in 2008. Investment $51M+.
  7. 7. · TRENDS ·On-line grocery in Europe in 2009 Total revenue €8.4bn CAGR 2009-2014 11,3% Alcoholic beverages €2.6bn
  8. 8. · WHAT’S MISSING? · ? ? ? ? ? ? ? ? ?CONSUMER CRAFT PRODUCERWhat to drink? Where can I find new customers?  I know and trust only  Brand awareness is low. mainstream brands.  My reach is just local (no  Buying a bottle online, is a international or global big deal. partners and logistics).  Too many options.  Major brands rule.AFICIONADOWhere can I find new products?  Not available in my local MAJOR BRANDS shop/town/country. How do I get more fans?  I can’t afford every bottle.  Alcohol advertising  I only want to taste and see if restrictions. it’s really that good.
  9. 9. NEWBIES AFICIONADOS PRODUCERS• Learn to appreciate spirits. • Discover new flavors. • Access to aficionados and• Engage in a social activity. • Show off my knowledge and opinion leaders.• Improve your smarts. collection. • Global customer base.• Socialize with aficionados. • Meet others like me. • Create a new generation of • Buy as a gift. informed drinkers. • Teach newbies. +MAKE IT SOCIAL! • Invite 2 more friends. • Organize tasting parties. • Create a habit of meet-ups. • Return to website, enter ratings.
  10. 10. Discover new flavoursWhisky, Rum, Cognac, Gin, Vodka, Grappa, Tequila,... 5 new flavours every month!
  11. 11. · WHERE ARE WE NOW · Registered users· Fans From All Over The World ·
  12. 12. · WHERE ARE WE NOW · EU subscribers(shipping to... alphabetical order) Austria Belgium Finland France Germany Italy Netherlands Slovenia UK
  13. 13. · WHERE ARE WE NOW ·· bootstrapping · hustling · grinding ·
  14. 14. · WHERE ARE WE NOW · Spreading The Word Social Media PR Co-branding Talking to customers and getting feedback Social shopping, game mechanicsTesting media buy - measuring KPI, CPA, CR...
  15. 15. · LESSONS LEARNED ·· Talk to your customers ·
  16. 16. · LESSONS LEARNED · · Measure ·
  17. 17. · LESSONS LEARNED · · Make it social ·
  18. 18. · LESSONS LEARNED ·· Nice content and a QL product help :)
  19. 19. mmm, definitely single barrel!
  20. 20. · LESSONS LEARNED ·· Surround yourself with smart people · who disagree with you
  21. 21. · LESSONS LEARNED ·· It isn‘t easy to bootstrap on foreign ground · but local ecosystem can help
  22. 22. · LESSONS LEARNED · Stop whining and deploy! · BE AWESOME ·
  23. 23. · THE FUTURE ·· Everything about the Flavour ·
  24. 24. GRIŠA ŠOBAgrisa.soba@flaviar.com www.flaviar.com

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