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Team P – Original Name: Organic Food Platform
FOODZONENumber of customers yesterday: 10
Total Number of customers this week: 45
Platform to bring together food manufacturers, distributors & retailers and facilitates distribution.
Alessandro Pradelli Joyce Jabbour Mallie Timiraos Marcos Sheeran Yong Kwon
FOODZONEBusinessSchool
Columbia
The 5 stages of Lean Launchpad
FOODZONEBusinessSchool
Columbia
The 5 stages of our canvas
Day 1 Day 2 Day 3 Day 4 Day 5
FOODZONEBusinessSchool
Columbia
Foodzone Canvas
• Trade Shows• Distributors
of natural & specialty products
• Media
• CRM• User
interface management & integration
• Tech staff & programming tools
• Business Development
• Direct sales• Strategic
partnerships (trade shows, magazines, associations…)
A one-stop website where manufacturers and retailers can connect
• Staff• IT costs
1. Manufacturers showcase their products and link with retailers and distributors
2. Retailers can easily access curated new products with peer reviews, popularity, and media coverage
1. Subscription fees (including additional services)2. Transactions fees incl. sales commissions on
long-term contracts 3. Free for retailers
1. Manufacturers of specialty packaged goods
2. Small and mid-size retailers of specialty products
Homepage
Content sample
Price Range
# Facebook Friends
# Twitter Followers
Recent Sales Volume
Media Exposure
Customer Reviews
Consumer
Broker(5-8% GM)
Direct Sales (web, direct sales to all
others)
Bodegas & local stores(30-40% GM)
Small & mid-sized
stores(30-40% GM)
Large Retail chains
(35-45% GM)
Manufacturer Distributor(25-30% GM)
Specialty food value chain
Scope of FoodZone
FOODZONEBusinessSchool
Columbia
Market Opportunity
• Assuming 1% of the total U.S. sales of specialty foods, the target market is approximately $7 billion
TotalUS Food Industry
$673Bn [1]
TotalSpecialty
Foods$75Bn [2]
[1] Organic Trade Association’s 2011 Organic Industry Survey, 2010[2] The National Association for the Specialty Food Trade, The State of the Specialty Food Industry 2012
Target Market~$7Bn
(1% of SAM)
FOODZONEBusinessSchool
Columbia
Marketing Campaign
• Increase online / email visibility:– Banner and newsletter content exchanges with:
• Food fairs• Online version of food magazines• Industry associations
– Google ads and adwords
• Direct promotion:– Exhibit and hand out brochures at food fairs
• Partnerships:– Work with associations to reach out to their members (win-win
situation)
FOODZONEColumbia
FOODZONEBusinessSchool
Columbia
What We Learned
From our interviews:• The main concern for food retailers is increasing their sales
• The main concern for food start-ups is increasing their sales
• It’s difficult and time consuming for food retailers and food start-ups to connect
From the class:• It’s not that hard to get people to talk to you!
• And it’s completely worth it to talk to them
• It’s easier to identify individual pain points than to extrapolate themes
• Working successfully in a team under time pressure requires organization and communication
FOODZONEBusinessSchool
Columbia
Next steps
• More data needed: set additional interviews with retailers and start-ups
• Test additional service ideas:
– weekly shipments of a selection of samples tailored to the retailers’ needs
– services facilitating new product demos in the stores
• Analyze logistics options: discuss partnership model with shipping companies
FOODZONEBusinessSchool
Columbia
Appendix 1: Current Competitor Offering
Appendix 2: Thought Process