4. Executive Summary
Overview: Original Homemade Hot Sauce is an old world Sicilian recipe with a kick. They currently
stand as one of the healthier hot sauces on the market. We have focused on a strategy that will build
excitement around this staple of the Akron/Canton area.
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Objectives:
● Build an interactive and consistently
updated social media accounts in
addition to the website.
● Increase brand awareness by 100%
in the next fiscal year.
● End 2015 between $14,000 and
$15,000 in sales.
● Increase conventions/shows by
double in 2015 summer.
● Increase traffic on facebook page.
By January 2016 have over 20k
likes.
Target Markets:
● Adults 18-49
● Akron/Canton area
● Seeking a healthy hot sauce option
Tactics:
● Rebrand
● Social Media
● YouTube
● T-Shirt giveaway
● Billboard on I-77
● Event Promotions
6. Report: Top 10 Fastest Growing Industries
in America
1. Generic pharmaceuticals
2. Solar panel manufacturing
3. For-profit universities
4. Pilates and yoga studios
5. Self-tanning product manufacturing
6. 3-D printer manufacturing
7. Social network game development
8. Hot sauce production
9. Green and sustainable building construction
10. Online eyeglasses sales source: IBIS World
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7. Growth of the Market
The US hot sauce market
has grown by 150%
since 2000, which is
more than that of BBQ
sauce, ketchup,
mayonnaise and
mustard—combined.
(Mosbaugh)
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8. Market Leader Frank’s RedHot Sauce
Total sales: $43,907,580
Units sold: 16,397,280
Avg. price: $2.68
#12 on Bloomberg’s “Best
Selling Condiments in the U.S.”
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10. Strengths
● Healthy Choice
○ With no preservatives, calories, or chemical additives, all natural
ingredients, and significantly lower sodium, Original Homemade Hot
Sauce is the ideal choice for someone looking for a healthy sauce with
a great taste.
● Feedback
○ The Fabulous Food Show - Has provided sound recognition and
accolades.
○ There is already highly positive reviews on the website for the sauce
from those who have purchased it.
● Face to the Name
○ The owners have a prominent presence in everything they do.
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11. Weaknesses
● No Social Media Presence
○ Lack of a social media presence prevents continued interaction with
customers even when they aren’t shopping around for hot sauce.
● Limited retailers carry product - only available in Canton/Akron area
● Brand Name
○ Forgettable
○ Recognized more so as a generic brand
● Low brand recognition very few employees, diversification of work
experience and knowledge is limited
● Part time employees
○ Full attention of owners and employees not being given to the
business.
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12. Opportunities
● Rising Immigrant Populations
○ This increased population has not only increased the
demand for hot sauces in the supermarkets, but it
has promoted a newfound interest in spicier foods
for Americans with its high usage of hot sauces in
ethnic cuisine.
○ In turn, this also has created an increased tolerance
for spicy foods
● Increasing global consumption of hot sauce, exports
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13. Opportunities(cont.)
● In next 5 years, domestic demand in the foodservice industry/restaurants is
expected to increase
● hot sauce industry currently in growth phase, as opposed to maturity or
decline
● disposable income expected to rise in the US - more $ to spend
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14. Threats
● Increasing domestic competition, new entrants are
expected to increase
● Industry is so competitive that Original Homemade Hot
Sauce could be lost in the crowd
● Industry is forecasted to become more labor-intensive,
firms will need to invest heavily in marketing and sales -
requires more capital to be a competitor
● Supermarkets and Grocery Stores markets only to
remain steady, little growth expected in next 5 years
● Price of fruits/ingredients are expected to rise 14
18. Survey of University of Akron Students
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Through Qualtrics, we distributed
a survey to students at The
University of Akron to gain
insight into their attitudes
towards hot sauces and opinions
on the client’s product.
To the right we have a pie chart
of the age distribution of those
who took the survey. As you can
see, we had some variety of age
groups to cover the entire target
market.
Of these students, we had
exactly 60% male respondents
and 40% female.
19. Survey Data Continued
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With this chart we have the
household income distribution of
our survey respondents.
As you can see, following the age
distribution, there is a wide rage of
household income.
20. Survey Data Continued
● When asked what comes to mind when you see these bottles, the majority of survey participants
thought the labeling was bland.
● Some quotes from this question that stood out were:
○ “Generic, meh”, “They need more exciting labeling”, “Bland”, and “Needs something more
eye catching”.
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22. Objectives
● Build an interactive and consistently updated
social media accounts in addition to the
website.
● Increase brand awareness by 100% in the
next fiscal year.
● End 2015 between $14,000 and $15,000 in
sales.
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23. Objectives Cont.
● Increase conventions/shows by double in
2015 summer.
● Increase traffic on facebook page. By
January 2016 have over 20k likes.
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24. Strategies & Tactics
● Facebook
● Twitter
● Instagram
● YouTube
● T-Shirt giveaway
● Billboard on I-77
● Rent space for a booth home Akron Rubber Ducks
games
● 10th Annual Fabulous Food Show at IX Center
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26. Recommendations
● Rebrand to form consistent brand image
○ Current brand image is a bit cloudy
■ Forming a consistent brand image can help consumers have a
better idea of what your product is all about
○ Focus more on promoting “all-natural” and “Sicilian”
■ Ex: Hot Sauce Girls could wear outfits that look more Sicilian and
less country/western
■ They could also wear outfits that are designed to look like your
label. Ex:
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27. In-Stream YouTube Advertisement
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“There’s a lot to see and eat in the Akron/Canton area. Swensons brought award
winning burgers to Akron. Later on Luigi’s came in bringing amazing Italian food. Finally
we have The Mustard Seed that brought one of the largest organic food marts in the
state. Now, we have Rorick’s Sicilian Homemade Hot Sauce. Made from fresh, all
natural ingredients, with no preservatives or chemical additives, it’s the new hot sauce of
Summit County.”
28. Facebook
● Set aside budget for Facebook Advertising
○ Can use daily budget or lifetime budget expenses
■ Ex. 10,000 dollars over 5 yr span
■ 2,000 year or $5.48 per day
● Look to Update and Streamline Existing
Facebook Page
○ Include new store locations
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29. Bottle Promotion
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● When you buy a bottle of
Original Homemade Hot sauce, post
a picture of you with your bottle on
Facebook and receive a free
t-shirt while supplies last!
(One t-shirt per customer)
● $6,732 for 1,200 shirts
30. Bulletin
● Putting up a billboard on I-77 will grab the
attention of everyone traveling through the
Akron/Canton area.
○ Great exposure for the current market served.
● Display name, logo, where to buy, and hype
it up as the next big thing for the area.
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32. Akron Rubber Ducks at Canal Park
● Set up a booth at Akron’s Canal Park during Rubber Ducks baseball home
games every other week from the beginning of May to the beginning of
September
○ Saturday, May 9th and Tuesday, May 19th - $750
○ Wednesday, June 10th and Saturday, June 27th -$750
○ Friday, July 3rd and Thursday, July 23rd - $1000
○ Saturday, August 8th and Saturday, August 22nd - $1000
○ Wednesday, September 2nd - $250
● Total cost - $3,750 for 9 games from May 9th to September 2nd
● Potential to reach up to 9,447 (sell out game) fans per game - 85,023 total
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33. IX Center
● 10th Annual Fabulous Food Show located at International Exposition(I-X)
Center in Cleveland, Ohio
● Estimated attendance of 25,000 people over 3 days
○ November 13: 10:00am - 6:00pm
○ November 14: 10:00am - 8:00pm
○ November 15: 10:00am - 6:00pm
● 10x10ft Booth Advance rate - $995.00 per day
○ includes hardwall, id sign, parking passes, badges, programs, and web listing
● Enhanced Program Listing - $250.00 per day
○ Includes color logo, phone #, web address, and 25 words
● Discount Decorating Package - $185.00 per day
○ 8” white skirted table, 6” white skirted table, 2 side chairs, wastebasket
● Total cost of event - $4,291
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34. Budget
● $100,000 starting budget available
● Total cost - $3,750 for Nine Akron Rubber Ducks home games
● Total cost - $4,291 for 3 day Fabulous Food Show event at IX-Center
● Total cost - $6,732 for 1,200 shirts
● Total cost - $.10-$.30 per view per YouTube ad = ~$2,000 per 10,000
people.
● Total cost - $1,500-$5,000/month, for 3 months Billboard (summer) =
~$15,000
● Total cost - $10,000 for 5 year Facebook Ad
● Grand Total = ~$41,773
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