Parfait Pitch
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A pitch presentation for, Parfait: a gourmet grab-and-go parfait snack business. Design and content designed by me for a fourth year "Practicum in Business" course at Carleton University.
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This case study proposes a local food marketing program for Fresh Encounter Supermarkets. It defines local food based on research and recommends targeting two customer types - heavy local users and mainstream shoppers. For heavy users, the program demonstrates expertise, offers a variety of local products, and builds supplier legitimacy. For mainstream shoppers, it defines and promotes local foods, demonstrates quality and taste, and consistently presents the local brand. Tactics include local product displays, sampling, recipes, and a "Local Fresh Encounters" brand. Research found consumers will pay more for local foods and expect them in key departments. The program is expected to increase sales by 20-35% annually based on a case study of similar retailers.
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Parfait Pitch
- 2. Problem Definition ● Nonexistent healthy and tasty grab and go snack options ● Healthy snacks are often not healthy at all ● Healthy food perceived as tasteless and boring Parfait will transform simple ingredients into delicious creations that will make every customer satisfied and inspired by the potential of healthy food.
- 3. Target Markets Retail Distributors ● Specialty food retailers ○ Market Organics ○ Kardish Health Food Centre ● Grocery stores ○ Rainbow Foods ○ FarmBoy ○ Your Independent Grocer End Consumers ● Health Conscious ● Variety Seekers
- 4. Key Ingredients ● Diversified suppliers set for local ingredients ○ La Bergerie de Sables ○ Ewenity Dairy Co-operative ○ Ottawa Organics Farmers’ Markets ● Licensed kitchen ○ Cauldron Kitchen ● Multiple revenue streams ○ Direct sales at Farmers’ Markets ○ Wholesales to retailers ● Desired and constantly changing recipes ○ >80% approval rating
- 5. Competitive Analysis Competitor Competitive Advantage Parfait’s Competitive Advantage Degree of Competitive Rivalry Yogurt brands Economies of scale Established production Local, high quality ingredients, higher value High Cafes Convenience Local, healthy, higher value Medium Fast Food Restaurant Convenience Variety Healthy, higher value Low DIY Customized Cost savings Unique recipes convenience Medium
- 6. Marketing Strategy Online Marketing (15%) ● Promotions for themed days/months ● Healthy Food for Everyone Blog ● Email campaigns ● Facebook ● Website Experiential Marketing (65%) ● Sampling ● In-store demos ● Trade shows, event sponsorships ● In-store displays Traditional Marketing (20%) ● Print ads and sponsored articles in lifestyle magazines ● Flyers ● Coupons
- 7. Financial Plan Direct sale price = $6 Wholesale price = $4.95 Cost per unit = $4 Profit per direct sale = $2 Profit per wholesale = $0.95 Growth Projections Year 1 Year 2 Year 3 Year 4 Year 5 Grocery Stores 2 9 33 47 60 Specialty Stores 1 3 5 7 9 Farmers’ Markets 5 10 15 20 23 Combined Unit Sales 7,450 46,368 132,624 184,896 232,416
- 8. The Team Founder, Visionary, and Relationship-Builder Legal Advisor Sales Director ChefSupply Chain Advisor Food Manufacturing Advisor Parfait Assembler (PT)
- 9. Risk Considerations 1. 15 day payback for suppliers for a recurring order, deposits for large retail orders 2. Only purchase from qualified and inspected suppliers, FHC employees 3. Incorporation and insurance 4. Start small and focus on realistic demand forecasting, learn from others 5. Stopping production, changing recipes 6. Swap local fruit ingredients for imported 1. Maintaining sustainable cash flow 2. Quality Control 3. Product Liability 4. Lack of demand resulting in food wastage and large sunk costs 5. Seasonality 6. Costs too high Mitigation Strategy