Organic Rascals is launching a new organic pet food business. They will offer customized pet meals delivered fresh to customers' homes. Their target customers see their pets as family members and care deeply about their nutrition. Organic Rascals sees opportunities in the growing natural and organic pet food market. They will test their concept in New York City initially through online sales and partnerships with pet-focused retailers.
VegGoods is an online store that offers vegan products at wholesale prices. By cutting out middlemen, we help vegans in the US save up to 50% off retail prices.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
Plant based foods for a better tomorrow, Sustainable Foods Summit, San Franci...Givaudan
In a world with a growing population, scarce resources, and strong effects from climate change, there is an increasing focus on plant-based proteins. Givaudan’s mission is to bridge the gap between animal and plant protein by providing flavours with a real meaty taste.
VegGoods is an online store that offers vegan products at wholesale prices. By cutting out middlemen, we help vegans in the US save up to 50% off retail prices.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
Plant based foods for a better tomorrow, Sustainable Foods Summit, San Franci...Givaudan
In a world with a growing population, scarce resources, and strong effects from climate change, there is an increasing focus on plant-based proteins. Givaudan’s mission is to bridge the gap between animal and plant protein by providing flavours with a real meaty taste.
The following is an overview of the Brandless Case Study by Harvard. After discussions and research, this also states whether Brandless should enter the luxury market and why or why not to do so with reasons
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
We did a deep-dive into the pet industry and compared the global landscape to India and end with key take aways on our view of the investment in this space.
A comprehensive Digital Marketing Plan working in the position of a Digital Marketing Strategist helping brand to achieve its goals to boost their presence, spread awareness and manage conversions in the online space.
By Professor Dr. Ir Ujang Sumarwan, Professor in Consumer Behaviour, Graduate Program of Management and Business - IPB, presented at the International Life Sciences Institute Regional Seminar on Understanding Consumer Behaviour, Jakarta, 11 May 2015
New Product Launches on Amazon: Tactics and Strategies for a Successful KickoffTinuiti
In this webinar, our Amazon experts discuss how to successfully launch new products and incorporate this into your larger end to end channel management.
How to Make Awesome SlideShares: Tips & TricksSlideShare
Turbocharge your online presence with SlideShare. We provide the best tips and tricks for succeeding on SlideShare. Get ideas for what to upload, tips for designing your deck and more.
The following is an overview of the Brandless Case Study by Harvard. After discussions and research, this also states whether Brandless should enter the luxury market and why or why not to do so with reasons
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
We did a deep-dive into the pet industry and compared the global landscape to India and end with key take aways on our view of the investment in this space.
A comprehensive Digital Marketing Plan working in the position of a Digital Marketing Strategist helping brand to achieve its goals to boost their presence, spread awareness and manage conversions in the online space.
By Professor Dr. Ir Ujang Sumarwan, Professor in Consumer Behaviour, Graduate Program of Management and Business - IPB, presented at the International Life Sciences Institute Regional Seminar on Understanding Consumer Behaviour, Jakarta, 11 May 2015
New Product Launches on Amazon: Tactics and Strategies for a Successful KickoffTinuiti
In this webinar, our Amazon experts discuss how to successfully launch new products and incorporate this into your larger end to end channel management.
How to Make Awesome SlideShares: Tips & TricksSlideShare
Turbocharge your online presence with SlideShare. We provide the best tips and tricks for succeeding on SlideShare. Get ideas for what to upload, tips for designing your deck and more.
This presentation contains information about the current scenario of the dog food market, current trends, sales, where America stands globally in terms of Dog food.
This presentation contains information about Canada's dog food market. The data are extracted from Euromonitor International's reports and Canada Pet Food Market Outlook
This presentation contains brief details about the Korean dog food market, dog population in Korea, retails sales, dog treat sales and distribution channel.
In my entrepreneurship class we were required to start a business of our choice. The entire course was devoted to creating this business and all of the required key components. I chose to open a organic food store called "Nature\'s Market".
This presentation contains brief details about the Italian dog food market, market trends, dog population in Italy, retail sales, dog treat sales and distribution channel in the country.
This presentation contains market data about dog food in Mexico in the year 2017. The data mostly used in this presentation are from 2016. It also contains information about the current scenario of the dog food market, current trends, sales, where Mexico stands globally in terms of Dog food.
This presentation contains detailed information about the Australian dog food market, market trends in the region and predictions for the coming years.
This presentation contains detailed information about the current pet market scenario in South Africa. It includes total dog food sales, dog treat sales, pet population in South Africa and a lot more.
This presentation contains brief details about the Chinese dog food market, market trends, dog population in China, retail sales, dog treat sales and distribution channel in the country.
This presentation contains information about the current scenario of the Japanese dog food market, current trends, sales, where Japan stands globally in terms of Dog food etc.
Transparency and Choice: Winning With Today's ConsumersBrandSquare
Mintel's 2018 Global Food & Drink Trends are the result of collaboration between 60 of Mintel’s expert analysts in more than a dozen countries around the world. In this webinar, we’ll look at two of the five consumer-led trends that are influencing food and drink product development in 2018, and are predicted to have a big impact going forward.
In this webinar you’ll learn:
How the Full Disclosure trend is satisfying consumer demands for total transparency
How the Self-Fulfilling Practices trend is encouraging more consumers to adopt truly flexible, balanced diets
How these trends empower consumers with trust in a post-truth reality and self-care in a world that’s becoming more hectic and stressful
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
2. organic rascalsInitial Concept
Nutrient-balanced meals designed by you with natural
and organic ingredients fitting your pets’ age and lifestyle.
Your pets’ personalized meals are packaged at peak
freshness in resealable pouches, delivered to your
location of choice.
3. organic rascals
The shift towards smaller pets (dogs and cats) is led
by changing lifestyles and demographic patterns:
➢ urbanization is forcing people into smaller spaces
where large pets are not practical
➢ longer working/commuting hours where high
maintenance pets are not feasible
➢ young singles are looking for a small, easy to care
for pet for companionship
Leading to:
➢ pet owners who are happy to spend heavily on
ensuring they have the best possible quality of life
➢ Overall humanization: pet owners talk to their pets,
treat them like children, confide secrets in them, set
up social networking profiles for them, and share
photos, videos, and trust them more than they trust
their partners
70% consider pets
as beloved
members of the
family and as
”kids”
27% pets are well
cared for but still
animals
Trend #1: Pet Humanization
4. organic rascals
Treats are a major growth area, and
one that is open to high levels of
humanization - taps into trends towards
indulgence, which are particularly
prominent among the humanizing pet
owner
More pet owners are trading up to
premium pet foods and products
The trend is expected to continue
Foods is marketed with the human appeal of enticing
sounding recipes and echo trends in human food of
organic, sustainable ingredients
Industry Trend: Pet Humanization
7. organic rascals
Trend#2 – Going Natural and Organic
$1.7B
market
Labels such as “natural,” “organic” and “grain-free” increasingly command larger portions of shelf space, and
buzzwords like “superfoods”, “high protein”, or “freshly made” have migrated from human food into pet food
Pet Humanization
Human Natural and Organic Food
and Beverage
8. organic rascals
Natural and Organic Psychographics
What are their human food trends that can migrate to pet food?
If target
Millennials
and GenY
If target
Boomers
and WWII
Gen
9. organic rascals
Pet Food Market Overview
Pet Food$12 Billion
(14% CAGR in next 5 years)
Wet food
$2.2B (18% of total)
Dry food
$7.1B (59% of total)
Treats
$2.8B (23% of total)
Overall picture for the dog food market is positive, with sales expected to grow by 14% between 2014
and 2019, increase driven by growth in premium moist/wet food
All organic ($970M, 8% of total)
Some Organic & Natural ($727M, 6% of total)
Non Organic & Some Natural ($10.4B, 86% of
total)
10. organic rascals
Pet Food Market Growth
Mintel estimates sales of pet food will reach $20.8 billion in 2014, with
12% growth between 2008 and 2014. Year-over-year growth has been
consistent and is expected to remain so, increasing the pet food market
to $23.3 billion by 2019
11. organic rascals
Pet Food Market Annual Spending
Spending on pets in the US in 2014 will be around US$60 billion by the end of 2014 (APPA)
Spending increased by 5% between 2012 and 2013, despite the pet population increasing by only
0.4%. This indicates a strong increase in spending per pet.
Most of this spend was on food.
12. organic rascals
Industry Cycle: Natural and Organic
• While organic food is growing in the human world, it still does not approach mass-market size
• The organic pet food market is also may be just the beginning as all pet food aspects lag somewhat behind
their human trend counterparts
Organic &
Natural Human
Food Industry
Organic &
Natural Pet
Food Industry
13. organic rascals
Pet Food Natural and Organic - Demographics
Although “All Natural” claim is valid for many customers Organic pet food buyers tend to be
mostly younger Millennials, and wealthier Gen Y
14. organic rascals
Going Natural and Organic Customer Needs
Millennials: “How important are the following factors when choosing which pet food?”
What Can We Satisfy?
Develop via flavor offerings
Home delivery + FreshDirect
Keep up with online reviews & post relevant product information
Make vitamins a part of the ingredients
Organic & Natural Ingredients Claim
Package design and shape
15. organic rascals
Pet Food Channel Overview
“OTHER” will be our
channel of distribution:
A. limits competitive
response
B. more control over
price/margins
C. more control over
quality
16. organic rascals
Pet Food Channels of Distribution
Current Offer:
A. Convenience
Emerging Purchasing Locations: Drug stores showed significant growth of 15% during 2012-
2014, though they only have a 1.2% share of the market. Drug stores currently offer neither the one-
stop shopping opportunity of a supermarket, nor the selection of other retailers such as mass
merchandisers and specialty pet stores, but can be an attractive option for city dwellers looking for
convenience
B. Pet parents seeking the best food are discovering organic through smaller brands set up close to
human organic food shopping locations
Competitor in South, 1st to market organic pet food market - Kriser’s, owned by Brad Kriser, is a rapidly
growing upscale pet food chain; launched in 2013. Kriser’s revenue was forecasted to grow 40% as of
April 17, 2013, per Bloomberg’s BusinessWeek. “the Whole Foods of pets” and tries to set up shop by
Whole Foods stores as they serve similar customers.
17. organic rascals
Pet Food Seasonality
Google Trend shows little to no seasonality on “pet food”, slightly higher demand from May-
September month
Google Trend shows a slight decline in search from October - March on “organic” and
“natural”, and slightly higher demand from April-September = Warm time trend. Otherwise
seasonality does not play a large role in product sales
2007 pet food recalls
due to the
contamination
25. organic rascalsFresh & Natural Advantages
Freshpet Inc. is the only national brand competitor to
Organic Rascals in the Fresh & Natural Organic segment
28. organic rascalsBASES Results Summary
• 49% respondents own dogs and 38% own cats
• Ingredient Identification (Natural, Organic) is the most important
element in deciding brand selection set, followed by Easy to Find
• 55% respondents learn online about pet food brands, followed by
Veterinarian Recommendation at 53%
• Source of Ingredient is the number one reason for change pet food
brand
• Nutrition Balanced is the most valuable product claim
• Pet kid’s Taste Preferences determines 60% pet parents’ SKU purchasing
within a brand, followed by Pet Kid’s Age
• Highlight Product Claims is the most important package function,
followed by Resealable and Easy Storage
30. organic rascalsBrand Positioning Statement
To pet owners who take to heart their pet kids’ food
quality, Organic Rascals is the nutrition balanced
organic pet food that is customized by you and home
delivered at the peak of freshness which is good because
it ensures your pets get the essential nutrients they need
and the taste they like just like you want for your family.
31. organic rascalsTarget Purchaser Segmentation
- 25 to 65 years old
- High-income
- Urban dwellers
- “Pet Parents” - care for their dog and cat’s
diet just as much as they do for their own
- Current premium pet food users
32. organic rascalsIdeal Customer – meet Doug
● 35 year-old male
● Partner at Goldman Sachs - works
60+ hours/week
● $500M+ annual income
● Lives in Tribeca
● Organic food enthusiast
● Married, social and no kids
● Has 1 dog - Bowser
● Bower goes to D Pets Hotels
everyday while Doug is at work
33. organic rascalsIdeal Customer – meet Kat
● 55 year-young female
● Lives in Upper East Side
● Retired and Empty Nester
● Has a lifelong kitty child -
Whiskers
● Kat is extreme health conscious
for herself and Whiskers
● Only eats natural and organic
food
34. organic rascals
BASES Consumer Insights
Natural &
Organic
Ingredient
s
Veterinarian
Recommendation
ConvenienceFriends
Recommendation
Nutrient
balanced
Resealable
Packaging
Key factors that influence our target consumers’ purchasing behavior
High Quality
Protein
Country of
Origin
36. organic rascalsBASES Sales Forecast
First Year: No. Households in NYC have pets= 33% x 3,063,393= 1.02 Million
http://www.businessinsider.com/cat-and-dog-ownership-maps-2014-7
http://www.nycedc.com/blog-entry/new-york-city-s-pet-population
http://quickfacts.census.gov/qfd/states/36000.html
37. organic rascalsSource of Volume
(1)Freshpet Inc., NJ: 2013 Revenue $63 million
(2)National natural pet food brands
38. organic rascals
Secondary Source of Volume:
Substitute
• 1 oz = $0.38 (highest in the market is $0.36)
• 1 pound retail price = $6.09 (highest in the market is $5.76), which will include a base with
nutrition and vitamins (50%), and 2 base meats ingredients (25% each)
Organic Rascals is 20% cheaper and 50% healthier
and tastier than home prepared combo
+ additional 25 min freed to play!
*prices are based on Whole
Foods price per Ibs.
Substitute for
39. organic rascals
*The information is based on in part on data reported by IRI through its Market Advantage service
for the 52 weeks ending January 26, 2014
*https://www.justrightpetfood.com
For Added Value Comparison across brands:
1. Stat with Market Average MSRP = $4.35
2. Add more ingredients
3. Add organic / natural
4. Add Home delivery
5. Add Humanitarian donations that come with purchase
Price (MSRP): As Added Value
Organic Rascals
MSRP $6.09 is right
on price perception
target
40. organic rascals
Added-Value Calculation
*The information is based on in part on data reported by IRI through its Market Advantage service
for the 52 weeks ending January 26, 2014
*https://www.justrightpetfood.com
Method:
1. Start with Market Avg. MSRP
2. Across 4 market segments add value
3. Each “value” assign a weight based
on importance % from survey
4. Sum up values added by each
segment and add them to the Market
Avg. MSRP to get to perceived value
5. Compare Perceived Price to Actual
Price
41. organic rascals
Channel Risk due to high MSRP:
• Observation: Online msrp is too high (we are highest in the market i.e. $6.09 us vs. $5.76
premium market average), observed limited very limited
Action: Can lower msrp up to be close to cost $2.91 (but quality perception will suffer)
• Observation: Daycare and Organic Ave msrp is too high
Action: can sell to 3rd party channels at lower cost, hence lower msrp = up to $5.00 (below
premium price), will be perceived less premium, but still above market average
At $5.00 MSRP, Organic Rascals margin drops from 43.8% to 32.3% in Y5
*The information is based on in part on data reported by IRI through its Market Advantage service
for the 52 weeks ending January 26, 2014
*https://www.justrightpetfood.com
Price (MSRP): Price/Margin trade
off Analysis
42. organic rascals
Finished Goods Average Cost
Calculation
*Financial industry data provided by MicroBilt
Corporation, www.microbilt.com/firstresearch
A. Average retail for premium dog food = $5.76 sold via premium retailer
B. Market average for “small premium pet retailer” gm = 38.4%;
C. Market average for “small premium pet manufacturer” gm = 19.7%
A. Average cost/ldp for “small premium pet manufacturer” = ($5.76 * 1) / 2.02 =
$2.85
B. Organic Rascals avg. cost/ldp = premium average market cost $2.85 + 1% of
the retail price that will be given to charity ($6.09*1% = $0.06) = $2.91
44. organic rascals
Domestic Market
“Rental & Leasing Top Cities”
ALL RESULTS SUM UP TO:
#1 NEW YORK –
Test Market and Expansion
market Year 1 -5
#2 LOS ANGELES –
secondary market to enter Year
3-5
45. organic rascals
Channel of Sales: Online with
Home delivery Option
Gross Margin on this
channel = 52.2%
Primary channel of
distribution will be online,
where our human customer
can, not only customize the
pet food, but also blog, post
and share their experiences -
from which we will learn what
our customers value the most
and pivot on those attributes
46. organic rascals
Domestic Market Test Variables:
• Too High? Test
with short term
promotions online
and in-store
• What yields more
purchase? Test
online as “call to
action” banner
• popular variations
to offer vs. never
used. Why? Ask
for customer
feedback
• What channel mix
yields more sales
and gross
margins?
Home
delivery vs.
Store
Purchase
Food
Customized
Options
Price
Organic vs.
Natural
47. organic rascals
Channel of Sales: NYC Test Market
and Premium Locations Y2-Y5
# Of Locations in NYC:
Organic Avenue = 10
D Pet Hotel (NYC) = 1
Biscuits&Bath = 9
NYC Dog Spa = 1
D is for Doggy = 1
TOTAL = 22
Gross Margin
= 20.4%
Gross Margin
= 22.4%
Gross Margin
= 20.4%
Gross Margin
= 20.4%
These locations do not primarily sell food but provide premium service, little
competition is expected. Will capture 50% of Channel Volume
48. organic rascals
Sales Channel:
Y1-Y3 Sales Estimates (New York)
Year 1: Sales will come from
A. “Online Sale and Home Delivery” model
B. Omni-Channel partnership with Organic Avenue Retail
Year 2: Sales will come from
A. “Online Sale and Home Delivery” model
B. Partnership with Organic Avenue Retail
C. Enter high end DPetHotel, B&B premium daycare, D is for Doggy premium
daycare, NYC Dog Spa premium pet spa and doggycare
Year 3-5: Grow and harvest sales from existing NYC locations
See financials on next slide
49. organic rascals
Organic Rascals Units Sales in
Partner Channels (Year 1-NYC)
Year 1 Partnership : A) on shelf retail sale and B) as order online and pick up in store omni-channel concept
Year 2 Partnerships: premium spa/daycare locations where premium food will be in high demand, but not
in competition with other on shelf stable pet food suppliers
50. organic rascals
Organic Rascals GM% Expectations
*Financial industry data provided by MicroBilt
Corporation, www.microbilt.com/firstresearch
52. organic rascals
Channel of Sales:
Y3-Y5 Sales Estimates (LA)
Online:
Sales Share = 73%
Expected GM = 52.2%
Spas/Daycare:
Sales Share = 20%
Expected GM = 20.4%
Organic Stores:
Sales Share = 7%
Expected GM = 22.4%
As Los Angeles is the second best city in all attributes to New
York, we expect sales / location penetration and expansion to
follow NYC trend from Y1-Y3
57. organic rascals
Financials: Balance Sheet
*Calculations of Assets and Liabilities are assumed to
follow Industry Average for Pet Food Manufacturer in
USA (size: small company)
* Highlighted on the left are Financial Ratios used in
the Balance Sheet, also based on Industry Average
58. organic rascals
Financials: Cash Flow
Based on projected sales, Income and Balance Sheet, we expect to have
positive cash flow in the end of each year. Major asset investment is
currently projected only in Year 1.
59. organic rascals
New Product Line Expansions:
Year 1 - Year 5
Organic
Wet Pet
Food
Dog Food
Organic
Ingredients
Taste
Customizati
on
optimizatio
n
Online
Information
on Pet
Food
Trends
Become
Top Online
Source on
Pet Food
Add Senior
Dogs / Vet Diet
formulas
Consulting on
inventory stocks:
to local retail
stores companies
Pet Treats
Market
64. organic rascals
Let Consumers Speak for
Themselves Videos
http://youtu.be/FOlFTW8xOcw
Post videos shared by
people on how much their
pets enjoy Organic Rascals
- let the product bark and
meow for itself
Growl Translation:
“ Nobody gonna lay a
finger on my Organic
Rascals! “
67. organic rascalsWhat can go right & wrong
Grows too fast!
Market Risk - no market acceptance and insufficient
demand for Organic Rascals
Competitive Risk - new competition entry to the market
i.e. JustRight petfood by Purina just launched similar
market concept product of online customizable food
Operational Risk - Supply chain and manufacturing
capacity issues, ingredient issues
Global Warming/Economic issues