The document outlines the business plan for Krave Jerky, a startup looking to disrupt the meat snacks market. Key points include developing a premium jerky product with fewer preservatives and a modern brand image. Market research found demand among health-conscious consumers. Distribution will initially focus on specialty stores and supermarkets, with a launch at Safeway. The founders aim to achieve $7 million in sales by 2012 through new distribution channels and marketing efforts.

1. Advanced Entrepreneurship
December 1st, 2011

2. TEAM KRAVE
Premium Quality
( J E R K Y 2.0 All-Natural
) 50%+ Less Salt/Fat
Foodie Flavors
Softer/Moist Texture
Contemporary
Branding
Better Margins
An On Trend Snack
A Category Disruptor Brand

3. WHY A DISRUPTION
T h e E xa m p l e s
The Opportunity + Industry Convention
Buster Brand
M a r ke t C o n d i t i o n s Airlines Virgin America
Ice Cream Ben & Jerry’s
Limited Market Segmentation
Beer Samuel Adams
Lethargic Competitors
Potato Chips Kettle / Terra Chips
Favorable Consumer + Trade Dynamics Coffee Starbucks
Entrepreneurial Entrant with New Chocolate Scharffenberger
Approach and Fewer Constraints Water Vitamin Water
Clear / Meaningful Differentiation vs. Cereal Kashi / Bear Naked
Mainstream Competitors Energy Bar Cliff Bar
Meat Snacks / JerkyKRAVE

4. MARKET SIZE
A m e r i c a n s L o v e t o Ea t M e a t a n d S n a c k
 Giant Markets
> Meat: $160B / Snacks: $70B 2009 US Snack Food
> Meat Snacks: $4B Retail Sales
 Varying Growth Rates Salty
> Meat: + 5% $30B
> Snacks: + 15%
>Jerky: + 5%
 Mega Consumer Trends Converging Sweet
>Healthy, More Flavorful, Higher Quality $35B
 Snacks Driven by Innovation / News
Meat
 Meat Snacks / Jerky Generally Sleepy
> Limited Innovation $4B
> “Gut Stuffer” Image Source: US Package Facts
 Change Underway Driven by New Entrants
>All-Natural
> 10% Growth Latest 52 Weeks Nielsen F/D/M

5. THE TEAM
Jon Sebastiani
Food & Beverage Domain Experience
Previous Entrepreneur
Manufacturing Experience
CPG Marketing Background
KamilAgi
PhD Engineering
Technology Specialist
Previous Entrepreneur
Alternative Prospect

6. KRAVE CANVAS SUMMARY #1
Key Partners Key Activities Value Prop
-Transactions: Paypal, Visa, Mastercard -New distribution channels -Unique package
-Channel to Consumer: HSN, Safeway, -In-store demos -Quality of meat
Flash sale sites (Woot, Joss & Main, Fab) -Formal customer support -Health benefits of jerky
-Public Relations Firm - GlodowNead service -Snack taste
Cust. Relations Cust. Segments Cost Structure
-Branding - Athletes -Slotting Fees
-Customer education - Gourmet food enthusiasts -Temporary price reduction,
-In-store demo - Purposeful eaters Scan based discount
-Frequent buyer program - Vegetarian Jerky -In-store demo
- Female segment -$19m target market
Key Resources Channels Revenue Stream
- Jon Sebastiani -Direct to consumer – web -$5.95
- Direct to store delivery -Vending machines
- National distribution -Specialty stores (Cost Plus)
-Supermarkets
-Krave Jerky Stores

7. WHAT WE DID
Ta r g e t e d F o c u s P o i n t s
Over 10 In-Store Demo’s including 100’s of customer surveys
Sonoma County Wine and Food Festival – 50 Surveys
Online Survey – Over 100 Surveys
M e e t i n g s w i t h A d v i s o r s , M e n t o r s a n d I n d u s t r y
Experts
Private Equity Groups – Including Encore, TSG, VMG, Verge, Blue
Horizon and ex-TPG partners
 Mentors - Gina Bianchini, Robert Siegal, Adam Tachner
10 – 25% Price Premium vs. Mainstream Competitors
Advisors – Steve Blank, Jim Hornthaland Oren Jacob
Broker Network – Ignite Sales, Advantage Sales

8. WHAT WE LEARNED
K R AV E v s . C o m p et i t i o n
Fitness Enthusiasts Manufacturers vs. Marketers
 Healthy Snackers, Foodies >Jerky = Waste Reducer / Capacity Filler
 Targeted to Men and Women > All Similar Offerings – Compete on Price
 All Natural Ingredients  All Targeted to Men
 Gourmet / Premium / Modern Image  Artificial Ingredients
 US Sourced Meat  “Gut-Stuffer” / Traditional Image
 Higher Quality Meat Cuts  South American Sourced Meat
 50% Less Salt and Fat  Unknown Quality of Meat Cut
 Moist and Tender Texture  High Fat / Sodium Content
Grocery and Specialty Channel Focus  Dry and Tough Texture
 Limited and Conventional Flavors

9. KRAVE CANVAS SUMMARY – Summary #2
Key Partners Key Activities Value Prop
-Transactions: Paypal, Visa, Mastercard -New distribution channels -Unique package
-Channel to Consumer: HSN, Safeway, -In-store demos -Quality of meat
Flash sale sites (Woot, Joss & Main, Fab) -Formal customer support -Health benefits of jerky (✔)
-Public Relations Firm - GlodowNead service --Snack taste (✔)
-Manufacturer - Social media leverage
Cust. Relations Cust. Segments Cost Structure
-Branding -Athletes (✔) -Slotting Fees
-Customer education -Gourmet food enthusiasts -Temporary price reduction,
-In-store demo -Purposeful eaters (✔) Scan based discount
-Frequent buyer program -Vegetarian Jerky -In-store demo
- Female segment (✔) -$19m target market
Key Resources Channels Revenue Stream
- Direct to store delivery -Direct to consumer – web -$5.95
- National distribution -Vending machines
-Specialty stores (Cost Plus)
-Supermarkets
-Krave Jerky Stores
-Kiosks

10. WHAT WE DID
Reta i l Pe n et r a t i o n
4,000 Retail Outlets – Grocery Stores, Online Shopping, Specialty Food Stores

11. THE GLIMPSE OF DEATH
•Build 1m •20% Increase
Relationship •Evaluation of on all SKU’s
•Design 2012 Terms PRICE •KRAVE Margin
Supplier Supplier to <10%
Strategic •Competitive INCREASE
Recipe Consideration •Wholesale
Relationship Pricing Set

12. KRAVE CANVAS FINAL
Key Partners Key Activities Value Prop
-Transactions: Paypal, Visa, Mastercard -New distribution channels - Unique package
-Channel to Consumer: HSN, Safeway, -In-store demos - Quality of meat
QVC. KeHE) -Formal customer support - Health benefits of jerky
Flash sale sites (Woot, Joss & Main, Fab) service - Snack taste
-Public Relations Firm - GlodowNead -Social media leverage
-Manufacturer -Manufacturing
-Order Fulfillment -Vertical/Horizontal integration
Cust. Relations Cust. Segments Cost Structure
-Branding -Athletes -Slotting Fees
-Customer education -Gourmet food enthusiasts -Temporary price reduction,
-Public relations -Purposeful eaters Scan based discount
-In-store demo -Vegetarian Jerky -In-store demo
-Frequent buyer program - Female segment -$19m target market (specialty)
-$500m jerky market (niche)
-Gross margins or revenues
Key Resources Channels Revenue Stream
- Direct to store delivery -Direct to consumer – web -$5.95 (retail)
- National distribution -Vending machines - QVC
- National media (e.g. AP, WSJ articles) -Specialty stores (Cost Plus) -KeHE/Tree of life
-Supermarkets/retail - Flash sites
-Krave Jerky Stores - Direct sales
-Kiosks

13. WHAT’S COMING DOWN THE PIKE?
Roll-out of KRAVE 2.0 in Q1 2012
New Branding
Better Product
New Size (3.25 oz)
 Formal Marketing / PR Drive
Launching with Safeway on National Basis in Jan 2012
5 Flavors
$5.99 / unit price to Consumer
Addition of Other Major Distributors in Q4 ‘11 / Q1 ‘12

14. MOVING FORWARD
P u b l i c Re l a t i o n s

15. BUSINESS PERSPECTIVE
2 0 1 1 – 2 0 1 2 YOY G r o w t h
2011 - $ 1,600,000
2012- $ 7,000,000 +450%

16. Krave – on!

17. KRAVE CANVAS SUMMARY WEEK 1
Key Partners Key Activities Value Prop
-Transactions: Paypal, Visa, Mastercard -New distribution channels -Unique package
-Channel to Consumer: HSN, Safeway, -In-store demos -Quality of meat
Flash sale sites (Woot, Joss & Main, Fab) -Formal customer support -Health benefits of jerky
-Public Relations Firm - GlodowNead service -Snack taste
Cust. Relations Cust. Segments Cost Structure
-Branding - Athletes -Slotting Fees
-Customer education - Gourmet food enthusiasts -Temporary price reduction,
-In-store demo - Purposeful eaters Scan based discount
-Frequent buyer program - Vegetarian Jerky -In-store demo
- Female segment -$19m target market
Key Resources Channels Revenue Stream
- Jon Sebastiani -Direct to consumer – web -$5.95
- Direct to store delivery -Vending machines
- National distribution -Specialty stores (Cost Plus)
-Supermarkets
-Krave Jerky Stores

18. KRAVE CANVAS SUMMARY WEEK 2
Key Partners Key Activities Value Prop
-Transactions: Paypal, Visa, Mastercard -New distribution channels -Unique package
-Channel to Consumer: HSN, Safeway, -In-store demos -Quality of meat
Flash sale sites (Woot, Joss & Main, Fab) -Formal customer support -Health benefits of jerky
-Public Relations Firm - GlodowNead service -Snack taste
Cust. Relations Cust. Segments Cost Structure
-Branding - Athletes -Slotting Fees
-Customer education - Gourmet food enthusiasts -Temporary price reduction,
-In-store demo - Purposeful eaters Scan based discount
-Frequent buyer program - Vegetarian Jerky -In-store demo
- Female segment -$19m target market
Key Resources Channels Revenue Stream
- Jon Sebastiani -Direct to consumer – web -$5.95
- Direct to store delivery -Vending machines
- National distribution -Specialty stores (Cost Plus)
-Supermarkets (✔)
-Krave Jerky Stores

19. KRAVE CANVAS SUMMARY WEEK 3
Key Partners Key Activities Value Prop
-Transactions: Paypal, Visa, Mastercard -New distribution channels -Unique package
-Channel to Consumer: HSN, Safeway, -In-store demos -Quality of meat
Flash sale sites (Woot, Joss & Main, Fab) -Formal customer support -Health benefits of jerky
-Public Relations Firm - GlodowNead service -Snack taste
Cust. Relations Cust. Segments Cost Structure
-Branding - Athletes -Slotting Fees
-Customer education - Gourmet food enthusiasts -Temporary price reduction,
-In-store demo - Purposeful eaters Scan based discount
-Frequent buyer program - Vegetarian Jerky -In-store demo
- Female segment (✔) -$19m target market
Key Resources Channels Revenue Stream
- Jon Sebastiani -Direct to consumer – web -$5.95
- Direct to store delivery -Vending machines
- National distribution -Specialty stores (Cost Plus)
-Supermarkets (✔)
-Krave Jerky Stores

20. KRAVE CANVAS SUMMARY WEEK 4
Key Partners Key Activities Value Prop
-Transactions: Paypal, Visa, Mastercard -New distribution channels -Unique package
-Channel to Consumer: HSN, Safeway, -In-store demos -Quality of meat
Flash sale sites (Woot, Joss & Main, Fab) -Formal customer support -Health benefits of jerky
-Public Relations Firm - GlodowNead Service -Snack taste (✔)
- Social media leverage
Cust. Relations Cust. Segments Cost Structure
-Branding - Athletes (✔) -Slotting Fees
-Customer education - Gourmet food enthusiasts -Temporary price reduction,
-In-store demo -Purposeful eaters (✔) Scan based discount
-Frequent buyer program - Vegetarian Jerky -In-store demo
- Female segment (✔) -$19m target market
Key Resources Channels Revenue Stream
- Jon Sebastiani -Direct to consumer – web -$5.95
- Direct to store delivery -Vending machines
- National distribution -Specialty stores (Cost Plus)
-Supermarkets (✔)
-Krave Jerky Stores
-Kiosks

21. KRAVE CANVAS SUMMARY WEEK 5
Key Partners Key Activities Value Prop
-Transactions: Paypal, Visa, Mastercard -New distribution channels -Unique package
-Channel to Consumer: HSN, Safeway, -In-store demos -Quality of meat
Flash sale sites (Woot, Joss & Main, Fab) (✔) -Formal customer support -Health benefits of jerky
-Public Relations Firm - GlodowNead service -Snack taste (✔)
Cust. Relations Cust. Segments Cost Structure
-Branding - Athletes (✔) -Slotting Fees
-Customer education - Gourmet food enthusiasts -Temporary price reduction,
-In-store demo - Purposeful eaters (✔) Scan based discount
-Frequent buyer program - Vegetarian Jerky -In-store demo
- Female segment (✔) -$19m target market
Key Resources Channels Revenue Stream
-Direct to consumer – web -$5.95
- Jon Sebastiani
-Vending machines
- Direct to store delivery
-Specialty stores (Cost Plus)
- National distribution
-Supermarkets (✔)
-Krave Jerky Stores
-Airport kiosks
-South Beach diet
-Jerky store in Vegas

22. KRAVE CANVAS SUMMARY WEEK 8
Key Partners Key Activities Value Prop
-Transactions: Paypal, Visa, Mastercard -New distribution channels -Unique package
-Channel to Consumer: HSN, Safeway, -In-store demos -Quality of meat
Flash sale sites (Woot, Joss & Main, Fab) (✔) -Formal customer support -Health benefits of jerky (✔)
-Public Relations Firm - GlodowNead service -Snack taste (✔)
-Manufacturing
Cust. Relations Cust. Segments Cost Structure
-Branding (✔) - Athletes (✔) -Slotting Fees
-Customer education - Gourmet food enthusiasts -Temporary price reduction,
-In-store demo - Purposeful eaters (✔) Scan based discount
-Frequent buyer program - Vegetarian Jerky -In-store demo
- Female segment (✔) -$19m target market
Key Resources Channels Revenue Stream
- Jon Sebastiani -Direct to consumer – web -$5.95
- Direct to store delivery -Vending machines
- National distribution -Specialty stores (Cost Plus) (✔)
-Supermarkets (✔)
-Krave Jerky Stores
-Airport kiosks (✔)
-South Beach diet
-Jerky store in Vegas

23. KRAVE CANVAS SUMMARY WEEK 11
Key Activities
Key Partners -New distribution channels (✔) Value Prop
-Transactions: Paypal, Visa, Mastercard -In-store demos -Unique package (✔)
-Channel to Consumer: HSN, Safeway, KeHe -Formal customer support -Quality of meat (✔)
Flash sale sites (Woot, Joss & Main, Fab) (✔) Service -Health benefits of jerky (✔)
-Public Relations Firm - GlodowNead (✔) Social Media Leverage -Snack taste (✔)
-Manufacturing (✔) Manufacturing
Vertical Horizontal Integration
Cost Structure
Cust. Relations Cust. Segments -Slotting Fees
-Branding (✔) - Athletes (✔) -Temporary price reduction,
-Customer education - Gourmet food enthusiasts (✔) Scan based discount
-In-store demo - Purposeful eaters (✔) -In-store demo
-Frequent buyer program (✔) - Vegetarian Jerky -$19m target market
- Female segment (✔) -Gross margin vs. Revenue
Key Resources Channels Revenue Stream
- Jon Sebastiani -Direct to consumer – web (✔) -$5.95(✔)
- Direct to store delivery -Vending machines -KeHe/Tree of Life
- National distribution -Specialty stores (Cost Plus) (✔) -Direct Sales(✔)
-National Media (AP, WSJ, etc.) -Supermarkets (✔) -Flash sites(✔)
-Gross margins versus top line revenues -Krave Jerky Stores -QVC(✔)
-Airport kiosks (✔)
-South Beach diet
-Jerky store in Vegas

24. KRAVE CANVAS SUMMARY WEEK 14
Key Activities
Key Partners -New distribution channels (✔) Value Prop
-Transactions: Paypal, Visa, Mastercard -In-store demos -Unique package (✔)
-Channel to Consumer: HSN, Safeway, KeHe -Formal customer support -Quality of meat (✔)
Flash sale sites (Woot, Joss & Main, Fab) (✔) Service -Health benefits of jerky (✔)
-Public Relations Firm - GlodowNead(✔) Social Media Leverage (✔) -Snack taste (✔)
-Manufacturing (✔) Manufacturing
-Order Fulfillment (✔) Vertical/Horizontal Integration(✔)
Cost Structure
Cust. Relations Cust. Segments -Slotting Fees
-Branding (✔) - Athletes (✔) -Temporary price reduction,
-Customer education - Gourmet food enthusiasts (✔) Scan based discount
-In-store demo - Purposeful eaters (✔) -In-store demo
-Frequent buyer program - Vegetarian Jerky -$19m target market (specialty jerky)
- Female segment (✔) -Gross margin vs. Revenue(✔)
Key Resources Channels Revenue Stream
- Jon Sebastiani -Direct to consumer – web (✔) -$5.95 (✔)
- Direct to store delivery -Vending machines -KeHe/Tree of Life
- National distribution (✔) -Specialty stores (Cost Plus) (✔) -Direct Sales (✔)
-National Media (AP, WSJ, etc.) (✔) -Supermarkets (✔) -Flash sites (✔)
-Krave Jerky Stores -QVC (✔)
-Airport kiosks (✔) -Cash flow
-South Beach diet -2012 Projections
-Jerky store in Vegas