This document proposes an online marketplace called "Marbled" that would connect organic meat producers, businesses, and consumers in the UK. It would function as both an online farmer's market and auction house for organic British meat. The proposal outlines trends in organic local food consumption, potential revenue streams from commissions and subscriptions, forecasts projecting profitability, and marketing strategies to target various consumer demographics. Visualizations depict the planned mobile app and website user interfaces. The overall goal is to increase organic meat production in the UK through a digital community bringing all stakeholders together in one place.

1. Zesty
Frog
Zesty
Frog
presents

2. by
Kevin Gardam . Adam Robinson . Clarence Ng . Saikat Mitra
Charlotte Humphries . Carolyn Harlow . Martin Allison
Massimo Fiori . Sabrina Wright & Niall Mackenzie

3. Elevator Pitch
“Marbled: the first online and mobile organic
national farmer’s market and auction house.
Bringing producers, businesses and
consumers together, creating a digital
community committed to increasing the
production of organic British meat”
01

4. PRODUCER
BUSINESS
ORGANIC MEAT
PRODUCTION
CONSUMER
02

5. Food-Scape
Horsemeat Scandal
The ‘JAMIE’ Generation
03

6. Trends & Insights
04
SOURCE: http://www.soilassociation.org/LinkClick.aspx?fileticket=whbpEnZUd7A%3d&tabid=1984

7. Farm-to-Fridge Models
05

8. Industry Competitors
06

9. Industry Overview
Premium
Provenance
- emphasis on
quality over
what you can
purchase at the
supermarket
-a focus on
tradition
combined with a
sense of
education about
beef
Fresh,
Organic &
Free Range
Convenience
- lots of
selection with
a variety of
choices
- a focus on
freshness with ‘no
nasties’
Whilst there are many places to purchase beef online and offline, there is a gap in the market for a modern brand who
continue to place a traditional value on customer service and expertise, and who also offer select and premium cuts of
beef with the aim of creating a community of farmers and consumers in one place.
08

10. Revenue Model
Brokerage
-5 %
commission on
all Marbled sold
through auction
and regular
transactions
Offline B2B
- Sales from
restaurant,
catering industry &
offline institutional
associations
Subscription
- £5 per month
subscription
from strong
interactive
community will
drive sales and
create web
traffic.
Miscellaneous
-
Special
Offers from
Affiliates,
vouchers &
other
activities
13

11. Factors influencing
consumer choice
taste 20%
animal welfare 19%
ethical 13%
environmental 13%
time in supply chain
8%
organic 7%
GM free 6%
30 Million pound of meat is solid online per year!
source : IGD Shopper Trends 2010 : meatandeducation.com 2011
07

12. Revenue Forecasts

1 million pound investment over three years

With a return of 1.15 million in profit over three years

Profir Y1 -£52,000 ; Y2 - £272,500 & Y3 - £937,000
15

13. Marbl-ous Figures
YEAR - 1
YEAR - 2
YEAR - 3
YEAR 1 - 3
Website + Maintenance
£20,000
£10,000
£10,000
£40,000
Development Team (5x) (Salary)
£120,000
£120,000
£120,000
£360,000
Project Management (4x) (Salary)
£72,000
£72,000
£72,000
£216,000
Advertising
£80,000
£90,000
£100,000
£270,000
Logistics
£20,000
£20,500
£21,000
£61,500
Office Costs (£2'500 per month)
£30,000
£30,000
£30,000
£90,000
TOTAL COSTS
£342,000
£342,500
£353,000
£1,037,500
Premium Revenue (charged 5 pounds a month)
£90,000
£300,000
£600,000
£990,000
Commission On sale of Beef (5 % of each deall)
£150,000
£250,000
£600,000
£1,000,000
Misc Sales
£50,000
£65,000
£90,000
£205,000
TOTAL SALES
£290,000
£615,000
£1,290,000
£2,195,000
OPERATING PROFIT
-£52,000
£272,500
£937,000
£1,157,500
No of Users:
5000
500,000
1,500,000
1,500,000
Premium Users:
1500
5,000
10,000
10,000
TOTAL USERS
6500
505,000
1,510,000
1,510,000
COSTS
SALES
USERS
14

14. Legal

Quality Guarantee

Privacy Policy

User Agreement

Money Back Guarantee
16

15. Route to Target Market

Mobile App – the app will offer videos with the best recipes for everyone, using our products

Membership service – after joining they will receive membership pack containing information on the different
cuts of beef available. Each member will also receive a special offer on their first purchase.

Newsletter – a daily newsletter will be sent to each person relating to the auction to show what is available
for their chosen day.

Social Media – us Facebook, Twitter, YouTube & Google Plus in informing consumers of our products and to
show what we are doing to improve the delivery of quality meat.

Sponsored Offline Events - this will involve a number of trade shows ie Taste London & Balmoral Show (NI)
which is open to the public & framers to showcase our products.

Local restaurants – we will be offering local restaurants our products with endorsements on the website & in
the restaurants.

Celebrity endorsement – we will have celebrity chiefs showing the best ways to use our product in recipes
which will be available on the website & our mobile app.

Premium member benefits- Pop up cook ins where celebrity chiefs cook a selection of our finest cuts.
11

16. Product Visualization
Ipad and website UI
10

17. Product Visualization
Mobile App – UI
10

18. Sales & Marketing
Our sales strategy has a number of steps which is focused on building our customer base, generate
repeat business and increase revenue. Each step consists of several key activities:

Seasonally – we will be offering different specials for different times of the year i.e.: Christmas
(ham & turkey) & Summer (ribs, burgers & steaks

Flash auctions – will be held weekly with special offers

Selling to local restaurants – we will be offering local restaurants our products with
endorsements on the website & in the restaurants.

Delivery – we have a number of different options, collection service free of charge, local delivery
£5, any orders over £60 free of charge & courier service £12, any orders over £100 free of
charge.

Paid advertising – through the website and mobile app

E-Vouchers – which can be used towards purchasing any of our products

Hampers – meat packages with different prices & products

Seasonally – offering different specials for different times of the year i.e.: Christmas (ham &
turkey & Summer (ribs, burgers & steaks).
12

19. The Marbled Customer
“Would love my Butcher at
my fingertips – either
a swipe or a click ! “
BUSINESS.
TRADER.
BOSS
ADVERTISING. MEDIA.
WEB & SOCIAL
JOURNALIST
CAREER.
FAMILY.
FOODIE
Martin
Robinson 50
St Albans
Hedge Fund
Manager
Alison - 21, Ben - 24,
George – 22, Nicole - 23
Jenny Beckles
35
Location :
Reading
Occupation :
Creative Director
RED – Meat &
Wine
Making Millions
Converted barn
Club Class
Frequent
Traveller
Location : North London
Occupation : Account Manager,
Customer Insight, Community
Manager, Travel Writer
Love eating out
Partying & Adventure
Locavore, Flatmates, Food as
extension of social life. FUN
Locavores passionate about
specialty cuts & innovative food
ideas , urban tech savvy, cash rich
time poor
Loves grass fed
beef
2 Young children
Balancing Career
and Family
09

20. A Good Investment

Marbled is the solution. A farm-to-fridge social platform with a
purpose.

Guy Watson, Riverfood CEO, puts it best;
“It’s really important to producers to know what they’re producing
is going to be valued by someone at the end of the day”


Digital-Community Supported Agriculture ensuring the best
possible organic meat is sustainably produced, sold and
consumed with purpose.
17

21. Thank You
Appendix to follow

22. Appendix
Research:
Meat and the Consumer:https://docs.google.com/file/d/0B6GJxxLSNofrbkotd3JLekxVUWM/edit?usp=sharing&hl=enGB&forcehl=1
Soil Association Report:www.soilassociation.org/LinkClick.aspx?fileticket=whbpEnZUd7A%3D&tabid=1984
Food Science: All about Marbling
http://www.thekitchn.com/food-science-all-about-marblin-78616
Supporting Better Dairy:
http://www.happycows.eu/thanks
UK Food statistics pocketbook
2013:https://docs.google.com/file/d/0BwcSEOJ6Jv2wMUdQVHJ2SjVib1k/edit?usp=sharing
Meat Consumption in
Europe:http://www.academia.edu/2486553/Meat_consumption_in_Europe_Issues_trends_and_debates
Farmigo:
http://www.farmigo.com/
Good Eggs:
http://www.goodeggs.com/welcome
The Macken Brothers:
http://mackenbros.co.uk/
Abel and Cole:
http://www.abelandcole.co.uk/
Riverford Organic Farms:
http://www.riverford.co.uk/
The Well Hung Meat Company:http://www.wellhungmeat.com/index/club_175734785.htm
12