This document outlines a marketing plan for Caterspot, an online catering platform targeting students in Singaporean universities. The plan involves contacting student life unions to offer discounts, hiring brand ambassadors to introduce Caterspot to student organizations, and projecting 10.5% revenue growth in the first year with a customer acquisition cost of $46 and cost per order of $18, yielding an initial 500% return on investment. Market research found students want convenience, reviews, and good promotions when choosing caterers for events. The execution plan aims to address these needs through a one-stop online solution and word-of-mouth referrals.
Developing your go to market strategy by Kris Konrath, Convergent Digital Ignition
Learn about developing your go to market strategy. We’ll take a look at the five key components to developing a go to market strategy including your target market, marketing channels, messaging, pricing & packaging and customer acquisition cost. By Kris Konrath, Marketing Director at Convergent
Recap of 2015 fundraising results and 2016 goals. Targeting Excellence will be distributing $125,000 in food animal agriculture scholarships to students in 2016 from 2015 fundraising. The 2016 goal is $165,000 for 2017 scholarships.
Developing your go to market strategy by Kris Konrath, Convergent Digital Ignition
Learn about developing your go to market strategy. We’ll take a look at the five key components to developing a go to market strategy including your target market, marketing channels, messaging, pricing & packaging and customer acquisition cost. By Kris Konrath, Marketing Director at Convergent
Recap of 2015 fundraising results and 2016 goals. Targeting Excellence will be distributing $125,000 in food animal agriculture scholarships to students in 2016 from 2015 fundraising. The 2016 goal is $165,000 for 2017 scholarships.
The goal of this toolkit is to help you figure out what local and sustainable food is available in your region, what of it your university could be buying, and what’s missing to make this happen.
By the end of using this toolkit, you’ll know a lot more about the agricultural industry of your area– not just how it’s working now, but how it got to where it is, who’s involved in shaping its future, and how your campus can help.
Access, Inclusion & Participation: Building More Welcoming Co-opsNFCACoops
This presentation at NFCA's Sixth Annual meeting explores opportunities and strategies across the food co-op structure — from membership, to the Board, and to operations — for building more welcoming stores, expanding diversity, inclusion and overall access to membership and participation. This includes how we can learn from each other’s approaches to engage and empower more people in our communities, expand membership and participation, and increase our impact and success.
• Erbin Crowell, Executive Director, NFCA
• Alexis Alexander, GreenStar Co-op Market
• Terry Bowling, Eastern Corridor Development Manager, National Co+op Grocers
• Patrice Lockert Anthony, Board President, GreenStar Co-op Market
Even the most talented researcher knows that talk is cheap. While one-on-one, in person communication plays a critical role in securing major investments, in virtually every case commitments cannot be secured until a thoughtfully written proposal is presented.
Seasoned fundraising and communications practitioner John Greenhoe will share tips and shortcuts for “kick-starting” your proposal writing and also provide templates that can be referred to every time a written proposal is needed.
Flipping the Pyramid with Kansas State - CASE D6EverTrue
Kansas State University is re-thinking advancement-as-usual and shifting fundraising strategy to connect directly with alumni interests and passions. After a fire damaged its library, KSU launched a digital campaign to raise money for the renovations. The team used social media posts to identify interested constituents, they added those prospects to a campaign that successfully raised more than $50k from 400 donors.
Parents as Ambassadors, Advocates and Word of Mouth Marketers, NAIS 2014Rick Newberry
This is a presentation given at the NAIS 2014 Conference by Rick Newberry, Shannon Drosky and Laura Murphy. During this presentation we discuss a framework for a word of mouth marketing campaign and show how it was implemented at The Out-of-Door Academy in Sarasota, FL.
Gain insight into how you can position your community to give prospective renters a unique lifestyle experience.
Learn how to:
* Leverage a Full Stack Marketing approach to create an emotional connection.
* Effectively create a brand message that will resonate with your prospects.
* Use strategic, targeted content that communicates your brand.
Presenters include:
* Steven Ozbun, LeaseLabs
* Dana Pate, Matrix Residential
* Sparkle Allen, First Communities
* Lynn Klug, Greystar
What Can Your Law School Do For You? An Approach to Alumni and Constituent E...Robert Gurry, Esq.
Alumni giving and participating has been on the decline. People are busier than ever and have more competition for their attention and giving. How does a modern law school re-engage with its alumni?
The goal of this toolkit is to help you figure out what local and sustainable food is available in your region, what of it your university could be buying, and what’s missing to make this happen.
By the end of using this toolkit, you’ll know a lot more about the agricultural industry of your area– not just how it’s working now, but how it got to where it is, who’s involved in shaping its future, and how your campus can help.
Access, Inclusion & Participation: Building More Welcoming Co-opsNFCACoops
This presentation at NFCA's Sixth Annual meeting explores opportunities and strategies across the food co-op structure — from membership, to the Board, and to operations — for building more welcoming stores, expanding diversity, inclusion and overall access to membership and participation. This includes how we can learn from each other’s approaches to engage and empower more people in our communities, expand membership and participation, and increase our impact and success.
• Erbin Crowell, Executive Director, NFCA
• Alexis Alexander, GreenStar Co-op Market
• Terry Bowling, Eastern Corridor Development Manager, National Co+op Grocers
• Patrice Lockert Anthony, Board President, GreenStar Co-op Market
Even the most talented researcher knows that talk is cheap. While one-on-one, in person communication plays a critical role in securing major investments, in virtually every case commitments cannot be secured until a thoughtfully written proposal is presented.
Seasoned fundraising and communications practitioner John Greenhoe will share tips and shortcuts for “kick-starting” your proposal writing and also provide templates that can be referred to every time a written proposal is needed.
Flipping the Pyramid with Kansas State - CASE D6EverTrue
Kansas State University is re-thinking advancement-as-usual and shifting fundraising strategy to connect directly with alumni interests and passions. After a fire damaged its library, KSU launched a digital campaign to raise money for the renovations. The team used social media posts to identify interested constituents, they added those prospects to a campaign that successfully raised more than $50k from 400 donors.
Parents as Ambassadors, Advocates and Word of Mouth Marketers, NAIS 2014Rick Newberry
This is a presentation given at the NAIS 2014 Conference by Rick Newberry, Shannon Drosky and Laura Murphy. During this presentation we discuss a framework for a word of mouth marketing campaign and show how it was implemented at The Out-of-Door Academy in Sarasota, FL.
Gain insight into how you can position your community to give prospective renters a unique lifestyle experience.
Learn how to:
* Leverage a Full Stack Marketing approach to create an emotional connection.
* Effectively create a brand message that will resonate with your prospects.
* Use strategic, targeted content that communicates your brand.
Presenters include:
* Steven Ozbun, LeaseLabs
* Dana Pate, Matrix Residential
* Sparkle Allen, First Communities
* Lynn Klug, Greystar
What Can Your Law School Do For You? An Approach to Alumni and Constituent E...Robert Gurry, Esq.
Alumni giving and participating has been on the decline. People are busier than ever and have more competition for their attention and giving. How does a modern law school re-engage with its alumni?
What Can Your Law School Do For You? An Approach to Alumni and Constituent E...
Caterspot Company Challenge Pres
1. P R E S E N T E D B Y
B E T T Y P . , C H R I S H . , E L T H A N L . , E T H A N Y .
The road to being the go-to catering platform for
Singapore
2. YOUR PERFECT
CUSTOMER
Regular - every 2 weeks
Knows how to use the
website
Willing to pick up catering
(no delivery)
Low cost of acquisition,
high return on investment
5. MARKET SIZE
110,000 5, 570 510
Students in Singaporean
public universities
Number of events
held each year
Number of
student
societies
6. MARKET
RESEARCH
Where Are They Finding Caterers
Now?
How Do They React to an
Introduction to Caterspot?
What are Their Suggestions?
7. WHERE DO THEY GO NOW?
Referrals Online
Search
Excel
Documents
8. Keith A.,
President,
Investment Group
Orders $6,800
catering
annually.
Rakesh P.,
President,
Consulting Group
Orders $850+
catering
annually
Ernest J.,
Toastmasters &
Radio Station
Orders $700
catering
annually
10. "It's easy to use...and convenient."
"...would use as long as it gives the best prices.
But right now, it's just information overload."
RESPONSE TO CATERSPOT
"...would use as long as promotions are
good."
11. "...I'm hesitant to try new
caterers, since I know my caterers
so well. They recognize me each
time I pick up the food."
"...I'm looking for the perfect caterer to
suit all my needs."
12. Catering relationships - Add
more personal touch
Variety is not the issue.
Tackle information overload
100% of students
surveyed suggested a review
system.
CONCLUSION
21. Now Future
CONTACT DEAN OF STUDENTS
RECRUITING BRAND AMBASSADORS
NEW ACADEMIC YEAR (2017)
TARGET STUDENT ORGANISATIONS
EXPANDING INTO OTHER
INSTITUTIONS
23. BRAND AMBASSADORS
Hire 2 brand
ambassadors
per university.
Brand
ambassadors
introduce
Caterspot to each
student
organization.
Ambassadors are
to pitch to 4
societies per hour..
24. WHY THIS WILL
WORK
Word of mouth is highly
effective.
92% of customers trust peer
recommendations. 33% trust
ads.
Cost of execution: $600
25. STUDENTS CATERSPOT
One stop solution -
cheaper food,
more choices, and
simpler process
Students usually opt
for picking up
catering themselves.
Low cost of
acquisition.
26. RISKS MITIGATION
Dean of Students wants a
heavier discount, or free
food.
Competitors follow
Caterspot's example.
Respond to market
changes.
Instant problem solving.
