1. POINTS OF SIGNIFICANCE

2. MARKET OPPORTUNITIES
Ready-to-Drink Packaged
Coffee Beverage Market
 $413.9Million
 9% Market Share
 17.5% Compound annual growth
rate
Customer Surveys
 90% drink coffee 3-4 times/week
 95% liked/loved Simply Toddy
 What is “cold-brewing?”

3. PRODUCT STRATEGY
Offering
 Initially:
 Sweetened and unsweetened
 Mexican Zaragoza Select
(Allegro)
 Future:
 Flavors
 Special Proprietary blend
Pricing Strategy
 Each 12 oz bottle= $2.99

4. PRODUCT STRATEGY
Benefits of Features
Unique Packaging
 Trendy look increases the cool factor of the
consumer
Niche Product
 Unique flavor provides an exciting alternative to the
typical cup of coffee
Caffeine
 Energy to get through the day without the sugar
crash
High in antioxidants/low in acidity
 Mood lifting, protects against various diseases

5. SUSTAINABLE COMPETITIVE
ADVANTAGES
-creative and simple
Packaging & -Recognizable and
Design convenient
-Committed to sustainable
products
-Various Blends
Continuous -New and exciting flavors
Innovation -Always high quality and
organic ingredients
-Contract brew master
Legal agreements -Supplier and distributor
and contracts non-compete agreements
-Women-owned business
Management -Hire CEO
-Experienced and passionate
company members

6. TARGET MARKET STRATEGY
Consumer Market
•LOHAS individuals
•Young urban professionals
•Ages 20-35
•Average income ~ $40,000

7. CHANNEL STRATEGY
Year 1
•Local Coffee Shops, Mom & Pops
•Boulder Whole Foods
•Direct Store Distribution
Year 2
•Expand to other natural food grocers
& coffee shops
•Expand to Whole Foods Markets
across Colorado
Year 3
•Expand regionally, and to conventional
grocery chains

8. COMMUNICATION
Unique Packaging
•Trendy, eye catching
Point of Purchase
•Positive, informative, exciting
Intensive webpage
•Consumer resource
Local events
•Name recognition

9. POSITIONING
Taste/ Health benefits
Convenience

10. MANAGEMENT
Board of Advisors
Wes Brasher, founder & VP of operations of MIX1 Life
-
- Ed Nichols, Co-founder and President of Sambazon Inc.
- Ed Iacino, president of Seattle Fish Co
- Boland T. Jones, Founder, Chairman, CEO of Premiere Global
Position Role Desired
Background
CEO Lead and guide Simply Toddy Experience in organic
food/beverage industry
Co-Packer Brew & package our products Educated and passionate
individuals
CFO Master of finances Strong financial skills
Other Production crew, Brew master, knowledge in specific
distributer, lawyer, organic local field
food broker, design company

11. RISKS & MITIGATION
1) People don’t like it!
2)Simply Toddy does not get into Whole
Foods Markets
3) Simply Toddy cannot get traction in
the market
4) A competitor copies our product

12. REVENUE
 Portrays unit price
evaluated with number
of units sold each year
 Year 1: Local Boulder
market penetration
 Year 2: All Whole
Foods CO locations
 Year 3: All regional
Whole Foods locations
 Year 4: Western
regional Whole Foods
locations
 Year 5: Coast to coast

13. INCOME
Driving factors
•Economies of scale
•Outsource production years 3-5
•Initial start-up capital costs and transition costs will
be highest in years 1 & 3

14. CASH FLOW

15. FUNDING
Funding Round Type Amount Offering Uses
Employee Salaries
Startup Founder
Bootstrapping, CAPEX - Equipment
Investment Friends and
$150,000 20%
(Prior to Year 1) Inventories
Family Launch Marketing
Campaign
Additional Employee
Salaries
Production Other
companies
Support funding, Angel
$200,000 10% CAPEX - Kitchen &
(Early Year 3) investors Master Brewer
Inventories
Marketing - Sponsor
Events

16. CONCLUSIONS
Market Niche Sustainable
Opportunity Product Competitive
Advantage

17. QUESTIONS?

18. OPERATIONS PLAN
Market Testing Customer Service
 Allegro Coffee Beans
 Production in Boulder
 Brewing
 labeling
 Bottling
 Retailer
 DSD
 Whole Foods Market
 Coffee Shops
 Expansion…

19. DEVELOPMENT PLAN

20. CUSTOMER RESEARCH
 Surveys
 80handed out
 What is Toddy Coffee exactly?
 Sampling
 50 Distributed on-campus
 Cold-brewing system is NOT well-known
 95% loved the drink because:
 Taste
 Smooth
 Refreshing
 Less bitter

21. FINANCIAL ASSUMPTIONS
 Revenue numbers and quantities are based of
Mix1 business model
 Each bottle of Simply Toddy will be filled with
12oz of toddy and 80 cans will be produced per
case.
 Salary for employees will make up on average
71.8% of our revenue
 A water permit must be obtained for ~$2000 due
to the Boulder Country water allotment
restrictions
 The cost of sampling for 1 year is ~$275 and
$500+ budgeted in the financial plan

22. REVENUE MODEL
Simply Toddy Notes
Revenue Projections
Years 1 to 5
($)
Year 1 Year 2 Year 3 Year 4 Year 5
Simply Toddy
Number of units 256 356 391 430 473
Cases Per Year 512 2,764 10,332 27,400 42,034
*price
Price per unit 239.2 239.2 239.2 239.2 239.2 customer pays
Total 61,235 661,149 2,471,414 6,554,080 10,054,533
Net Revenue 61,235 661,149 2,471,414 6,554,080 10,054,533
Revenues by
Months &
Quarters
($)
Months Year 1 Year 2 Year 3 Year 4 Year 5
Month 1 0 14,035
Month 2 0 14,035
Month 3 0 19,649
Total 1st Quarter 0 47,720 143,442 546,057 860,950
Month 4 1,062 16,842
Month 5 1,700 19,649
Month 6 2,125 19,649
Total 2nd Quarter 4,887 56,141 168,756 642,420 1,012,882
Month 7 2,125 22,456
Month 8 2,550 28,071
Month 9 3,187 28,071
Total 3rd Quarter 7,862 78,598 236,258 899,388 1,418,035
Month 10 2,550 30,878
Month 11 2,762 33,685
Month 12 3,187 33,685
Total 4th Quarter 8,499 98,247 295,322 1,124,235 1,772,544
Total for year 21,248 280,706 843,778 3,212,100 5,064,411
Average Revenue
by Month 5,103 55,096 205,951 546,173 837,878
by Quarter 15,309 165,287 617,854 1,638,520 2,513,633

23. COMPETITION
Company Product Quality Features Location Strengths Weaknesses
Lack credibility in socially
4 RTD coffee beverages Low quality, low cost and economically
(Frappucciono, Doubleshot product. Recent efforts to Consistency of product with World-wide, headquartered Consistently maintains over sustainable and organic
Starbucks & Light, and Iced Coffee) support growing community recognizable brand in Seattle, WA 90% of RTD coffee industry community
Lack credibility in socially
Recent Partnership with Low quality, low cost Partnership with Coca-Cola and economically
Coca-Cola including plans product. Recent efforts to Consistency of product with Nationwide, headquartered with immediate plans to sell sustainable and organic
Caribou to expand to RTD industry support growing community recognizable brand in Minnesota nationwide community
Single origin coffee from
several regions. No known Sold nationwide as well as Lack any differentiation
3 protein infused RTD organic or fair-trade Protein and vitamin infused online, headquartered in Differentiation with protein from Starbucks with inability
Bolthouse coffee beverages agreements health features California and vitamin health benefits to overcome market share
Poor marketing resulting in
Cold brewed coffee market unawareness as
concentrate served in large Low quality, low cost Low in acid and bitterness New Orleans based, online First mover in cold brew well as lacking convenience
Cool Brew servings. Requires mixing product of flavor sales coffee beverages of RTD
Socially sustainable
Single origin with Sold nationwide as well as company with products and Lack any differentiation
4 RTD coffee beverages 100% organic, fair-trade, consistency of bean and online, headquartered in production capability to from Starbucks with inability
Adina high in sugar and additives and single origin coffee flavor California penetrate market to overcome market share
Well known in whole bean
Established Boulder based coffee with inexperience or
Whole bean and ground 100% organic and fair-trade 100% organic and fair-trade Boulder based, sold on organization with necessary production capacity to enter
Veloce coffee ready for to brew coffee importer coffee west coast as well as online resources RTD coffee