Start up of a new product on the Irish market. A Business Plan including the Company Description, the Industry and the Market Analysis, Marketing and Sales strategies, the Risks and Contingencies Analysis was requested.

1. eat me!
Giulia Babolin - 1750142

2. Outline
 Company Description
 Industry Analysis
 Market Analysis
 Marketing and Sales
 Risks and Contingencies
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3. Company Description
http://www.youtube.com/watch?v=x_dERqej
WmI
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4. Company Description
PRODUCT
 Edible packaging
 Ingredients: rice straw or rice flour, water and
vegetable oil
 Smooth, slightly crackly and rather thin
 Paper melts away when touched by the tongue
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5. Company Description
 MISSION STATEMENT
Reduction of packaging waste and garbage costs
 DESCRIPTION
- Burritos and burgers wrap
- Food truck business – Introduction stage
- Further uses:
1. Substitute of paper and foam packaging
2. Confectionary sector as wraps for candies or
sweets
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6. Company Description
 BENEFIT TO CUSTOMER
- Eco-friendly choice
- New consumption experience
- No problem of packaging waste
 OBJECTIVES
Respect for the environment due to the reduction
of packaging waste and garbage production
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7. Company Description
LOCATION AND DISTRIBUTION
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8. Industry Analysis
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9. Industry Analysis
 ENTRY BARRIERS
Low  simplicity and the low cost of the product
 REGULATORY ISSUES
Dublin City Council, Casual Trading Act 1995
“An event casual trading license is required to sell goods at the
vicinity of an event.. Applications to sell food at an event or a
concert must be submitted 28 days in advance of the venue..
All traders require public liability insurance cover indemnifying
Dublin City Council to the value of €6.4m”
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10. Industry Analysis
 ECONOMIC INFLUENCES
Source: Euromonitor International from official statistics, trade associations,
trade press, company research, trade interviews, trade sources
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11. Market Analysis
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12. Market Analysis
DEFINITION OF OVERALL MARKET
Porter’s Five Forces Model
Market
Competitors
New Entrants
Buyers
Substitutes
Suppliers
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13. Market Analysis
 MARKET COMPETITORS
- Other food trucks
- Chained and independent Burger Fast Food
- Independent Latin American Fast Food
NO direct Competitors:
FIRST MOVER ADVANTAGE
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14. Market Analysis
 NEW ENTRANTS
Companies adopting the edible packaging
 BUYERS
- B2C – Final consumer of the meal
- High bargaining power
 SUPPLIERS
- Food providers – food and packaging ingredients
- Food truck company providers – comparison
websites
- Low bargaining power
 SUBSTITUTES
Conventional fast food packaging
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15. Market Analysis
MARKET SIZE AND GROWTH
 Fast food in Ireland grew by 1% in value terms to reach €1.6
billion in 2011
 Outlet numbers increased by 1% to 3,371 in 2011
 Fast food comes under sustained pressure from casual dining
outlets
 Latin American fast food had value growth of 8% followed by
Asian fast food with value growth of 4% in 2011
 Overall franchises are key in fast food, however, Musgrave
Retail Partners Ireland and Londis were the 2nd and 3rd most
important companies in fast food in Ireland in 2011.
 Fast food is expected to have a constant value CAGR of 1%
over the forecast period
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16. Market Analysis
SEGMENTING-TARGETING-POSITIONONG
• People attending events
• Fast food consumersS
• Environmental-friendly consumers
• “Take away” consumersT
• New green product
• High positioningP
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17. Marketing and Sales
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18. Marketing and Sales
 PRICING
- Market pricing strategy – offering price equates
competitors
- No additional costs for edible packaging
 PROMOTION
- Consistent message – green characteristics of the
product
- Online media: social media, website, smartphone
apps
- Offline media: flyers, banners, ambient marketing
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19. Marketing and Sales
Online media
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20. Marketing and Sales
Ambient marketing
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21. Marketing and Sales
 PARTNERSHIP
 “KeepDublinTidy” campaign 2004
 EUR180 million
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22. Market Analysis
 SALES FORECAST
 Expenses – equipped food truck.
 Costs of sales – license, employee(s), raw material
 Revenue :
- Average of 6 € per meal
- Average of 8 events per month
- Average of 200 meals sold per event
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23. Market Analysis
 SALES FORECAST
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24. Risks and Contingencies
Main threats:
 Competitors – intensity of rivalry
 Regulatory environment – increase of requirements
and fees
 Social trends – consumption habits, believes and
biases
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25. Thank you for your
attention
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26. References
Daily News
Available at: http://www.nydailynews.com/life-style/eats/brazilian-fast-food-chain-edible-burger-packaging-article-
1.1223509
Accessed: February 2013
Guardian.co.uk
Accessible at: http://www.guardian.co.uk/lifeandstyle/wordofmouth/2012/apr/16/edible-packaging-fancy-a-wrap
Accessed: February 2013
Huffington Post
Available at: http://www.huffingtonpost.com/2012/12/19/edible-packaging_n_2330022.html
Accessed: February 2013
Independent.ie
Available at: http://www.independent.ie/business/irish/fastfood-outlets-weathering-storm-2415786.html
Accessed: February 2013
Triple Pundit
Available at: http://www.triplepundit.com/2012/12/brazil-explores-next-frontier-fast-food-packaging-edible/
Accessed: February 2013
Casual Trading Act
Available at: http://www.dublincity.ie/Search/Results.aspx?k=casual%20trading%20act
Accessed: March 2013
Dublin City Council
Available at: http://www.dublincity.ie/Pages/Welcome/MainPage.htm
and http://www.dublincity.ie/WaterWasteEnvironment/Pages/WaterWasteandEnvironment.aspx
Accessed: March 2013
Euromonitor International
Available at: http://www.euromonitor.com/
Accessed: February 2013
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