Mind of a buyer presentation keynote09

The Mind of a Buyer: How to deliver amazing growth to your

retail sales in 2015

MTuesday, November 11, 14

IntroductionsDwight DetterForager / Buyer

Whole Foods Market

Michel AlgaziRobert GonsalvesGreg YudinKlaus Mager

Food Centricity


About WFM’s Local Vendor Program

• Local food systems

• Conscious Capitalism

• Small business empowerment

• Diversity at the POS

DTuesday, November 11, 14

About Food Centricity & FMH

• Food Business Acceleration

• Food Maker Launchpad

• Food Maker Growth Path

• Food Maker Hub


3 Classic Elements of Food Product Business V01

RTuesday, November 11, 14


PLAN



PLAN BUILD



PLAN BUILD GROW


3 Successful Elements of a Food Maker Growth Path Program



PlanSMART



PlanSMART

BuildSTRONG



PlanSMART

BuildSTRONG



PlanSMART

BuildSTRONG

PRODUCTS



PlanSMART

BuildSTRONG

PRODUCTSNovice



PlanSMART

BuildSTRONG

PRODUCTSProfessional



PlanSMART

BuildSTRONG




PlanSMART

BuildSTRONG

GrowFAST




PlanSMART

BuildSTRONG

GrowFAST




PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers

Professional



PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers

Professional

Never Tried



PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers

Professional

Always Buying



PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers

Professional

Always Buying



PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers SALES

Professional

Always Buying



PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers SALES

Professional

Always Buying Infrequent



PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers SALES

Professional

Always Buying Expanding



PlanSMART

BuildSTRONG

GrowFAST

PRODUCTS

Customers SALES

Professional

Always Buying Expanding

Growth Path


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Upcoming Production Resources for Food Makers in So Cal

@

Powered by:

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Tuesday, November 11, 14

Shopped but Never Bought


The problem


Buyers are not Consumers


No Experience to Guide Me


Where do I Focus?


Stalled GrowthDifferent mindset, no guide or experience and no idea where to focus?


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The opportunity


Be Inside the Buyer’s Mind


Deliver Direct like a Distributor


Develop Operating Procedures


Double your SalesThink like a buyer, get placement like a distributor and utilize defined operating procedures


Why... would this opportunity be able to help

your business?


5 Key Principles+1

Tuesday, November 11, 14

1 | Set your prices appropriatelyMake sure you understand margin

expectations throughout the wholesale value chain


2 | The Devil is in the Agreement Get an experience advisor to review your Buyers & Brokers agreements


3 | A Showcase Sell Sheet A designed & complete sell sheet is more important then how your product taste


4 | Packaging Talks Professional packaging separates the pros from the casual or home grown


5 | She who promotes best, wins Support your products with a full suite of demo and promotional programs


+1 | Selling is hard, Ordering must be easy The Re-ordering starts at the first Order


What... will be the most hardest for

you to accomplish?[and why?]


Harvest Star - Sales Growth Compass


Sales Growth Harvest Star


Sales Growth Compass

Product

Sales

BuyersCustomers



Product

Sales

BuyersCustomers

Place



Product

Sales

BuyersCustomers

Promotion

Place



Product

Sales

BuyersCustomers

Promotion

PlacePrice



Product

Sales

BuyersCustomers

Promotion

PlacePrice

Participate



Product

Sales

BuyersCustomers

Promotion

Place


Building your Buyer Promotion & Place Program


Buyer Lingo

http://retail.about.com/od/retailglossarya/




Buyer LingoPerformance





Buyer LingoPerformanceTPRs






Bill-Back






Bill-Back

SPIFS






Bill-Back

SPIFS

Scan Down






Bill-Back

SPIFS

Scan Down


Non Performance





Bill-Back

SPIFS

Scan Down


Non PerformanceOff Invoice

Case Stack Down





Bill-Back

SPIFS

Scan Down



Case Stack Down

Free Fill

MCB (Manufacturer Charge Back)





Bill-Back

SPIFS

Scan Down



Case Stack Down

Free Fill

MCB (Manufacturer Charge Back)

Hip Pocket Deal




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Promotions - Buyer’s Pet Topic


Buyer Questions


Buyer Questions• What kind of promotional support is being

offered?



offered?• What are the frequency and depth of the

promotions?




promotions?• What is your plan to tell the consumer about

the product? (demos, advertising, public relation campaigns, social media, etc.)






• Have you put a lot of thought into your strategy, and are you supporting our efforts by participating in our programs?







• Is the Product presented in an attractive and concise way?







• Is the Product presented in an attractive and concise way?

• How much existing distribution do you have with our customers?


Promotion Ideas


Promotion IdeasIn Store Display



Temporary Price Reductions




Case Stack Down




Case Stack Down

Coupons




Case Stack Down

Coupons

Contest and Sweepstakes




Case Stack Down

Coupons


Demos & Presentations




Case Stack Down

Coupons



Rebates




Case Stack Down

Coupons



Rebates Premiums

Trade Allowance




Case Stack Down

Coupons



Rebates Premiums

Trade Allowance

Trade Sales Promotions

Cause Related / Fair-Trade




Case Stack Down

Coupons



Rebates Premiums

Trade Allowance

Trade Sales Promotions

Cause Related / Fair-Trade

Joint Promotions


1st Quarter 2nd Quarter 3rd Quarter 4th Quarter

PRODU

CTBU

YERS

MAR

KETING

CUSTOMER

S

Growth Roadmap -‐ 2015Project Title or Product Name


1st Quarter 2nd Quarter 3rd Quarter 4th Quarter

PRODU

CT Product IntroducCon

New Channel Opening

BUYERS

MAR

KETING

CUSTOMER

S

IntroducCon of New Product

Placement rolloutSupport Product introduc1on with Promo1onal buyer campaign

Growth RoadmapProject Title or Product Name

Social Targe1ng to drive in store purchasing


Promotional & Marketing Calendar Template - FM Launchpad


Building your Buyer Place - Distribution Elements


PLACE


PLACE• Third Party Storage:


PLACE• Third Party Storage:• In Outs


PLACE• Third Party Storage:• In Outs • Storage


PLACE• Third Party Storage:• In Outs • Storage• Pick & Pack


PLACE• Third Party Storage:• In Outs • Storage• Pick & Pack• Freight In / Out


PLACE• Third Party Storage:• In Outs • Storage• Pick & Pack• Freight In / Out• Backhaul costs (DC to individual

Stores)



Stores)• Freight Insurance



Stores)• Freight Insurance• Temperature Issues



Stores)• Freight Insurance• Temperature Issues• Chain of Custody (FSMA)


Template - How to Launch a new Retailer Checklist




Next Steps


Local 101 Full-Day IntensiveMonday 12/13

Slow Money

Monday 11/18Saturday 11/15


Q&A

ALLTuesday, November 11, 14