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As Freshmen Business Experience students, we participated in the Top Dawg Business Plan Competition. As a team we developed a business idea, wrote a business plan and then presented our work to a panel of business executives. There were approximately 30 teams and 10 were chosen to go to the finals. We fortunately were picked to represent our class in the finals.
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Anum Ahmed, Allison Altenberger, Alex Johnson, Julian Aschenbrenner, Taylor Ward
Top Dawg Competition 2011
Chief Executive Officer
Chief Marketing
Officer
SVP Human
Resources
Chief Operating
Officer
Chief Financial Officer
VP Promotion VP
Payroll
VP
CRM
VP
SCMVP
Recruiting
VP
Facilities
VP
Controlling
VP
Accounting
Management Team1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
1. Introduction
2. Industry Research
3. Operations Management
4. Marketing Plan
5. Financial Plan
Preview1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Business Description1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
10 airports
Convenient
Retail Industry
Indianapolis
LLC
Health Conscious
“To provide travelers with the
best choices in promoting
healthy lifestyles around the
world.”
Mission Statement1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Food and Beverage
Non Food Sales 2010 - 9.7% growth = $1.97 billion
1990 - $1 billion 2010 – $26.7 billion
Industry Research1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Organic Trade Association. (2011, June). Industry Statistics and Projected Growth. Retrieved from http://www.ota.com/organic/mt/business.html
US Organic Food Sales 1997 - 2008
Industry Research1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Business Operations1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Business Operations1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
WHOLESALERS
CO
NS
UM
ER
S
HEADQUARTERS
Department of
Operations
Management
FARMS
FORECAST
QUALITY
MGMT
GOODS
ORDER
CONTROL
GOODS
DCA
MIA
MSP
DF
W
DNA
LVS
LAX
ATL
ORD
JFK
Business Operations1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
$ $$
PRODUCERS
Target Market
Product, Place,
Promotion, Price
Marketing1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Business Professionals
College Degree
Frequently Traveling
Health Conscious
High Discretionary Income
Ages 25-65
Target Market1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Promotion1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Restaurant
Sandwiches
Salads
Soups
Coffee
Convenience Store
Beauty Products, Vitamins
Fresh Produce
Organic Food, Health Magazines
Product1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Locations by Travelers (2000-2010)
Locations by Revenue Contribution (Year 1)
Place1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
8.99
7.99
5.99
3.99
Price | Cafe1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
5.60
Year 3
4.00
Year 1 & 2
Average amount spent per potential customer
Airport PremiumStandard Price Organic Premium
Price | Store1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Revenue Increase
Revenue1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Revenue Contribution (Cafe vs. Convenience Store)
Revenue
Convenience Store
Cafe68%
32%
1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Income Statement1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
Revenue & Profit
Sales Net Income
Projected Revenue & Net Income
1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
$80,000,000
$70,000,000
$60,000,000
$50,000,000
$40,000,000
$30,000,000
$20,000,000
$10,000,000
$600,000
FOUNDERS
$1,000,000
ANGEL INVESTMENT BANK &
INVESTORS
FOUNDERS
Wells Fargo SBA 504 Term Loan
$6,000,000
YOU
$8,000,000
Cash Requirements1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
$14,000,000
TOTAL START-UP
REQUIREMENTReserve
$
Summary1. Introduction 2. Industry Research 3. Operations Management 4. Marketing Plan 5. Financial Plan
unmet need
growing industries
outstanding profits
passionate founders
your investment opportunity
healthy options for your on-the-go lifestyle
have landed
