Team Turtle

Did you know?

• Swiss working hours are longer than

EU average

• Swiss spend on average 84 min/day

commuting, compared to EU

average of 34 min

• 34% of people aged under 36 think

lack of time stops them eating

healthily

Sources: OECD

Tribune de Genève

Université de Neuchâtel, 2012

This organic ready meal from one of the country’s leading

supermarkets contains...

140% of your RDA of saturated fat and 80% of salt!

Swiss global leaders in organic farming and organic

products

• Organic foods have prominent role

Swiss diet

• By 2015, Swiss are forecast to spend

$493 million on packaged organic

foods – or 3% of total spent on

packaged food

• From 2011-2015, organic ready meal

market has forecast compound annual

growth rate of 7.1%, to reach $7.4

million by 2015 (was $5.2 million in

2010)

Global ready meals market is growing

• Market projected to exceed $81 billion

in terms of value by the year 2015

• Western Europe dominates with 37%

market share & annual sales of

approx. £9.5bn (€11.4bn; $15bn)

• Swiss market immature compared to

major markets (e.g. UK), but forecast

to grow in line with convenience trend

0

5000

10000

15000

20000

25000

30000

35000

40000

Annual disposable income (USD)

USA

Switzerland

UK

France

Germany

Spain

Austria

Belgium

Czech Republic

Estonia

Greece

Hungary

Source: OECD

Big food budgets!

THE TEAM...

TRAVISHELEN

SABRINA

STEPHANIE

TOM

ROSE

JULIA

Chief Operating Officer

Founder

Digital Strategist

Chief Strategy Officer

Head of IntelligenceMarketing Director

Industry expert

GENEVA

ZURICHBASEL

BERN

A cross-platform solution

Who said healthy gourmet food had to be

complicated?

Competitive Landscape

LePretamanger

Kompot Coop Le ShopPrivate Diet

Box

Competitor ProductOffering

Delivers lunchmeals such as salads – mainly targeting B2B

Delivers freshly prepared meals in

the Zurich area

One of Switzerland’s

leading supermarkets –

offers delivery and has ‘Ready Meal’

products available

One of Switzerland’s

leading supermarkets –

offers delivery and has ‘Ready Meal’

products available

Deliver healthy prepared food on a

weekly basis as part of a Diet

program

Comp Strengths

(K&F Threats)

• Bricks and Mortar Business

• Simple Process• Good Selection

of Pastries

• Good Meal Selection

• Source local produce

• BrandAwareness

• Large Selection• Convenience as

part of wider ‘weekly shop’

• Brand Awareness

• Convenience as part of wider ‘weekly shop’

• Pick up available at Rail stations

• Strong USP of detailed Diet program

• Establishedbusiness with strong distribution channels

Comp Weaknesses (K&F Opps)

• Not Organic• Poor ‘Healthy’

options• Only deliver at

lunchtimes

• Only operate in the Zurich area

• Expensive• Small operation

– Had to close for holidays

• Limited health options

• Not Freshly prepared

• Limited health options

• Limited Selection

• Not Freshly prepared

• Expensive• Lack of

indulgent options

• Additional delivery charges

Where does KNIFEANDFORK sit in the market?

Value

Premium

HealthyNon-Healthy

Business Model

How we attract new customers

How we engage our customers

How we retain our customers

How do they pay for product

Spreading the word…..

• Advertising• Marketing• PR• E-Mail• Social media

channels• Website• Mobile

Optimised website

• Convenience

• Quality product• By creating a

community around our brand

• Listening & responding to feedback

• Maintaining the interaction

• Engage with their value system

• Seasonal meals

• Outstanding customer service

• Great community

• Updated fresh content

• Payment convenience

• Pay by credit card/debit card

• Pay with PayPal

• Customers enjoy our meals and recommend us to their friends

• By increasing our reach on social networks

Connecting with the primary producer

Each ready meal has unique

identifying code

Consumer enters code into

website/mobile website:

324-126-110

Work with suppliers to

track all ingredients in

supply chain

Consumers can see where every ingredient in their meals

comes from, and connect with the farmers who grew it

Target market

Young Professionals

25-34Families

25-44

Our customers are digital

95% use the internet via desktop regularly for

everything from shopping to facts for work

48% own a smartphone

91% of these have searched for local information and taken action as a result

http://www.newmediatrendwatch.com/markets-by-country/10-europe/86-switzerlandhttp://www.comscoredatamine.com/2013/07/facebook-and-google-capture-majority-of-time-spent-online-in-switzerland/

‘Given the choice, I’d give up my girlfriend rather than my phone’

Marketing Objectives

25%

Strategy

'Our strategy is to create a social community of active foodies who will

not only purchase our gourmet ready-meals but will review & customise

their orders while keeping track of a healthy lifestyle'

Social Media Community

Customers Rate

/rank our meals

, Customer Service

etc.

Knifeandfork.ch

listens, notes and

responds to the

consumer

feedback

Feedback used to

improve recipes and

customer service

Feedback loop

circulates

information

enabling customer

relationships and

improvements to be

made

Customer Feedback and Participation

Tactics

Style and brand

Packages

In Summary

Knife and fork brings together active foodies with no time

for cooking.

Offline: We provide gourmet food delivered promptly

Online: We work as an interactive network of direct dialogue and reviews

incorporating a healthy living support system

Thank you for watching our pitch!