Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Global Goodies Pitch
Similar to Global Goodies Pitch (20)
Recently uploaded
Recently uploaded (20)
Global Goodies Pitch
- 1. Eat Well, Travel Often Global Goodies, uniting travellers with the best food and produce from anywhere in the world
- 2. Market Opportunity The number of UK residents travelling abroad is continually rising Lack of knowledge of local produce leading to wrong price, wrong product Global Goodies Provides with product-centric profiles
- 3. Market Size & Trends Size of market: Annual no. of visits abroad by UK residents: 58.2 million Total annual spend by UK residents abroad: over £32.5 billion Dedicated Gourmet Travellers: UK Travel Enthusiasts ● Food and wine travel is the ● Holiday more frequently no.1 reason for 600,000 trips Key growth (+3% ytd Jan - Aug 2013). per year in Europe, and the ● Spending more on holiday segments: secondary reason for 20m ● Luxury end of the travel trips. market has been, and will ● Expected growth of this continue to perform segment is 7% - 12% pa. strongly. ● Food travellers spend around UK-based Food Adventurers: USD 1,200 per trip. ● The ethnic foods industry in the UK is predicted to grow by 45.1% between 2013-2016. ● Increased demand for authenticity of ethnic foods. ● Increased spend in dining outside of the home (+13.3% Aug 2012 to Aug 2013).
- 4. Key Consumer Trend: Peer Reviews 74% of consumers search for reviews online before making a decision. Peer reviews are trusted by 77% of consumers.
- 5. Principle Persona: Dedicate Gourmet Traveller Demographics: Edward ● DINK (double income, no kids) ● Aged 25-35 ● Affluent Characteristics: ● Ahead of the curve. ● Authenticity is key. ● Gastro-socialite. ● Eschews uniformity. Behaviours: ● Reads: Sunday Times Travel Magazine app via iPad, holidayonthemenu.com. ● Most used social networks: Instagram, Facebook. ● Likely to Google: “when is truffle season in istria”. ● Dream Gourmet holiday: Margaret River Gourmet Escape, Western Australia, held annually in November. ● Most likely to say about Gourmet Goodies: “At last! A place where I can connect with people who share my passion for world food.”
- 6. PEST Analysis POLITICAL • Taxes on imported goods • Government restrictions on imported goods SOCIAL • Growth of UK population- expanding market share • Surging interest in travel and foreign cultures • Growth of interest in international food and drink ECONOMIC •- Double dip recession – negative impact on frequency of travel overseas • Fluctuating exchange rates in target countries • Impact of Globalisation • Global food prices are subject to huge fluctuation as they rely heavily on unpredictable agricultural factors. TECHNOLOGICAL •- Growth of travel websites/forums • Increase in travel related apps • Access to wifi technologies abroad has been made widely available.
- 7. Competitor Analysis Competitor 1 – Duty Free Duty free shops in airports around the world all stock universal items like cigarettes, alcohol etc. However they all tend to have sections that stock national products; be it food or collectable items. Buying these products also has the dual benefit of being both tax free, and purchasing these items before your flight home does not restrict you to having to load them into your baggage allowance as you can take them aboard as a separate item. Competitor 2 – The Ark of Taste The Ark of Taste travels the world collecting small-scale quality productions that belong to the cultures, history and traditions of the entire planet. The Ark was created to point out the existence of these products, draw attention to the risk of their extinction within a few generations, invite everyone to take action to help protect them. (1282 products listed around the world) Competitor 3 – Supermarkets Although local supermarkets are a cheap and easy way to source local products – there is no information readily available about which products are considered the „goodies‟ of that country. Although they may not stock specialist foods, they are a easily accessible and cheap option for tourists.
- 8. Food & Travel Apps Mobile usage is changing rapidly – they are no longer just for making calls. Consumers are using their phones as devices to research and discover new things. By the end of 2013 more people will be accessing the internet via their mobiles than their desktops, and therefore its crucial that as marketeers we think about the best way of communicating and interacting with these users (on a very personal device). There is a plethora of food and travel apps out there; all offering something slightly different for those with a penchant for travel.
- 9. Product Social plugins and integration Placing orders Video integration Easy navigation Website Features Simple design and user interface Search Instagram Forum/ Blogs
- 10. Product
- 12. Business Model Revenue Model Database Sales Paid Content Ad Revenue
- 13. Pricing
- 14. Our Consumer Journey Touchpoints Trigger Triggers that spark an interest in authentic food. ● a trip abroad ● discovering a new cuisine (home/abroad) ● desire to create / reproduce food experience at home Consider What the consumer wants out of the purchase. ● relive an experience / memory ● share culinary/cultural expertise with friends ● create a wholly new experience Search The best information sources available. ● major / specialist supermarkets ● online shops ● culinary magazine ● online discussion forums / communities ● friends/family Awareness of Global Goodies needs to be built to disrupt consumer patterns at
- 15. Our Consumer Journey Touchpoints Choose Choosing between brands, based on functional and emotional factors. ● Product cost ● Quality ● Recommendation s Acquire Taking action and making a purchase. ● Availability of product ● Accessibility the product ● Promotional offers Experience Experiencing the product and whether it meets expectations. ● Follow-up recommendations ● Ways to deepen the relationship
- 16. Market Approach • • • • • • • Keyword/search advertising could be effectively used to target the products and even brands which consumers seek. Global Goodies website landing page for accommodation (hostel, hotel) and travel (airport) WiFi networks. Sponsored food journalism/columns in newspapers and magazines, including recipes which use products available through Global Goodies. Sponsored cooking demonstrations/tastings at transport hubs. Sponsor travel and food bloggers to try our services and write about the products. Referral scheme - vouchers for those who recommend to a friend. Offers (like free delivery/shipping) to entice customers in the beginning.
- 17. KPI‟s COMMUNITY ● ● ● ● 4K weekly active users 22.5K monthly visitors 42.9K subscribers 100K comments & posts each month ● £78K traveller revenue for deliveries COMMERCIAL ● 150 Brands and restaurants represented ● 141 promotional packages sold ● 90% of advertising inventory utilized ● £155.9K commercial revenue
- 19. Growth Model Y5
- 20. An Experienced & Committed Team Mabel Aguirre Chief Executive Officer Coralie M Creative Director Rohit Katyal Chief Technical architect Ed Hammerton Project Manager Max Sullivan Head of Sales & Marketing Rachel Owen Competitor insights lead Jenny Lee Head of Insights
Editor's Notes
- The amount of UK residents travelling abroad is continually rising year on year, they are experiencing new cultures but their knowledge of local produce isn't as sharp as it could be. Trying to decide what to bring back home can be stressful and takes time, additionally the products chosen are not often the best or what the locals consume themselves. UK expenditure abroad is increasing year on year and with this lack of knowledge may lead to customers paying higher prices or buying the wrong or bad quality products, not representing the best local produce. Global Goodies provides customers with a product-centric profile of their chosen country which can be fully researched before they even set off for their holiday. In addition to just the information, Global Goodies invites the country’s producers to promote their very own brands so that prospective customers (i.e. the British travelling to the county) are targeted by the specific brands associated with the country’s product. An example of this would be somebody considering travelling to Colombia may not be aware that they produce some of the world’s finest Arabica coffee but they shouldn’t make the mistake of buying a low grade coffee from a supermarket such as SelloRojo which is only bought by working class locals.If they’re going to dedicate a kilo of their luggage, it should be top quality coffee. The kind of coffee that Global Goodies can promote on behalf of the specialty coffee producers.Global Goodies is a website that advises prospective travellers on what to bring back from their destination of choice. Moreover, it allows direct contact between the tourists and the suppliers so that the “goodies” can be delivered to the tourist’s hotel/hostel/other accommodation options by the time they arrive.
- SCRIPT: The market statistics make a strong case for the success of Gourmet Goodies. We are working with a base of consumers which has a total annual spending power of over £32.5 billion. Adding to this, we are seeing substantial growth in three exciting market segments. Firstly, the Dedicated Gourmet Travellers are hotly tipped to thrive by the World Tourism Organisation. Secondly, the UK Travel enthusiasts are showing an upward trend in their frequency of trips abroad and spend while they are away. Finally, the horizons of UK-based food adventurers are expanding more than ever before. The UK ethnic foods industry is predicted to grow by 45.1% between 2012 and 2016. This sector will learn to rely on Global Goodies as an educational resource long before they use the website for purchase. JL
- SCRIPT: The standout consumer trend as far as Global Goodies is concerned is the reliance of consumers on peer reviews when making purchasing decisions. Product reviews will form an important part of Gourmet Goodies’ online content.
- SCRIPT: So let’s look at our principle persona, the Dedicated Gourmet Traveller. This is Edward. What is he like? According to the World Tourism Organisation, he is a tourist who takes part in the new trends of cultural consumption. He seeks the authenticity of the places he visits through food. He recognizes the value of gastronomy as a means of socializing, for exchanging experiences. He has higher-than-average expenditure, he is demanding and appreciative, and he eschews uniformity. Ed is a DINK, but he could equally be a SINK (Single Income No Kids), and Empty Nester, a Boomer, or a Divorcee returning to the dating scene. JL
- (suggestion): Duty Free and supermarkets provide the most mainstream international products. The Ark of Taste specialises in extremely niche, small-scale unusual food groups. None of these guarantee a gourmet holiday experience by enjoying the most AUTHENTIC and HIGH QUALITY, CELEBRATED regional produce in the comfort of your holiday accommodation. - JL. You will find the world’s best produce, delivered to you and stress free. - Mabel
- Package pricing is optimised to ensure a healthy balance of margin and volume, so as to optimise revenue. The spacing between the price points of the 3 packages is such that we accomodate for all budgets and allow producers to make a considered choice of what is viable for them. - Mabel
- The trigger for our target consumer is whatever prompts the desire for authentic food. They may have returned from a trip to a country, having fallen in love with it’s cuisine. They may have encountered a dish at a restaurant and want to reproduce it at home. The consider phase is when the consumer consults their existing knowledge, preferences and prejudices. For Global Goodies, consumers might consult their experience of major supermarkets, specialist supermarkets and online shops. Awareness of Global Goodies needs to be built to disrupt consumer patterns at this phase.Searching is an important part of the cycle for Global Goodies, as much research is done online, which is an essential part of our sales and distribution. Specialist, ethnic supermarkets tend not to have strong online presences or search advertising. When the customer chooses what they will buy, and how they will buy it, there is still time for disruption. For those already interested in Global Goodies, efforts could be made to incentivise larger, earlier orders, in order to decrease the chance that they will make a spontaneous purchase elsewhere before completing an order with us.Buying (or acquiring as a present) the Global Goodies services must be easier, more seamless and more trustworthy than other available opportunities. What are the barriers which exist which we break down? Language? Quality assurance? Dependable prices?What about the Global Goodies experience will make a customer return or even become an advocate of the service? Follow-up suggestions of destinations and products could be useful (email communications).
- The trigger for our target consumer is whatever prompts the desire for authentic food. They may have returned from a trip to a country, having fallen in love with it’s cuisine. They may have encountered a dish at a restaurant and want to reproduce it at home. The consider phase is when the consumer consults their existing knowledge, preferences and prejudices. For Global Goodies, consumers might consult their experience of major supermarkets, specialist supermarkets and online shops. Awareness of Global Goodies needs to be built to disrupt consumer patterns at this phase.Searching is an important part of the cycle for Global Goodies, as much research is done online, which is an essential part of our sales and distribution. Specialist, ethnic supermarkets tend not to have strong online presences or search advertising. When the customer chooses what they will buy, and how they will buy it, there is still time for disruption. For those already interested in Global Goodies, efforts could be made to incentivise larger, earlier orders, in order to decrease the chance that they will make a spontaneous purchase elsewhere before completing an order with us.Buying (or acquiring as a present) the Global Goodies services must be easier, more seamless and more trustworthy than other available opportunities. What are the barriers which exist which we break down? Language? Quality assurance? Dependable prices?What about the Global Goodies experience will make a customer return or even become an advocate of the service? Follow-up suggestions of destinations and products could be useful (email communications).
- How about splitting up the KPIs according to the buying cycle? E.g. ‘Trigger’ KPIs could involve the amount of organic search traffic generated through non-branded keywords. e.g. ‘best local foods Spain’, ‘buy tapas ingredients’. Target growth: 8% per month from months 3-12, 4% per month from months 12-36. The ‘choose’ phase is all about the user becoming familiar with GG, so the success of this phase could be measured by length of website visits (target: 3 minute average), low bounce rates, number of newsletter signups (target: 1% of monthly unique visitors should sign up), social media and forum participation (social media target: could involve the growth in reach of content and the growth in interaction with content). The success of the ‘Experience’ phase would obviously be measured by the number of repeat purchases, as well as the recommend a friend offers mentioned above. KPIs for ‘Buy’ could include a minimal drop-off rate once the purchase gets to the shopping basket - JL
- “Sales model”: There is an initial growth at launch that reflects our engagement with producers, followed by an incremental growth reflecting our expansion of new country profiles. Incremental growth is also realised by visitors suggesting new products and sales engaging with new producers of those products. - Mabel
- The 5 year growth model, shows how Global Goodies will make a loss in year 1 but will turn a profit in year 2, thanks to steady growth across the product range. - Mabel