Embed Size (px)
Citation preview
A drinks entrepreneur´s journeyLessons from Latin America and Europe
01.Drinks industry
A corporate innovator in an old industry
02.A dive into startups
Jumping into the cold waters of start-ups
03.Business Plan
A retrospective review of expectations vs. reality
04.Starting up in Latam
The good, the bad, the ugly.
SectionsThis presentation has been divided into:
05.International
Going abroad at a very early stage
06.Pivoting
The persistence-new opportunities dilemma
01.Drinks industry
A corporate innovator in an old industry
02.A dive into startups
Jumping into the cold waters of start-ups
03.Business Plan
A retrospective review of expectations vs. reality
04.Starting up in Latam
The good, the bad, the ugly.
SectionsThis presentation has been divided into:
05.International
Going abroad at a very early stage
06.Pivoting
The persistence-new opportunities dilemma
Experience in the development of three wineries in Chile and Argentina
Wines from Latin AmericaA drinks background
Maycas
First Premium Winery of Concha y Toro
Espiritu Criollo
Wines from Argentina
Palo Alto
Fast growing Chilean winery01. Drinks Industry
Maycas - premium winery from the north of Chile
Wines from Latin AmericaA drinks background
01. Drinks Industry
Palo Alto used green credentials as its core marketing communication
Wines from Latin AmericaA drinks background
01. Drinks Industry
GCP and IP projects
MBA
01. Drinks Industry
A drinks background
Research director – Global drinks innovation
Post MBA
01. Drinks Industry
A drinks background
Research director – Latin America
Post MBA
01. Drinks Industry
A drinks background
Research director – Latin America
01. Drinks Industry
Post MBAA drinks background
Research director – Latin America
01. Drinks Industry
Post MBAA drinks background
01.Drinks industry
A corporate innovator in an old industry
02.A dive into startups
Jumping into the cold waters of start-ups
03.Business Plan
A retrospective review of expectations vs. reality
04.Starting up in Latam
The good, the bad, the ugly.
SectionsThis presentation has been divided into:
05.International
Going abroad at a very early stage
06.Pivoting
The persistence-new opportunities dilemma
The all-in dilemma in entrepreneurship
Start-up dive
02. Start-up dive
Start-up dive
02. Start-up dive
Dreaming big
02. Start-up dive
Start-up dive
02. Start-up dive
Start-up diveDreaming big
A jump into entrepreneurshipDreaming big
Premium
Natural
Low in sugar
1
2
302. Start-up dive
01.Drinks industry
A corporate innovator in an old industry
02.A dive into startups
Jumping into the cold waters of start-ups
03.Business Plan
A retrospective review of expectations vs. reality
04.Starting up in Latam
The good, the bad, the ugly.
SectionsThis presentation has been divided into:
05.International
Going abroad at a very early stage
06.Pivoting
The persistence-new opportunities dilemma
The Business Plan
Stage IStage II
Stage IIIStage IV
Stage V
Stage VIStage VII
ResearchMarch-April 13
Business Model
May-July 13
PrototypeJuly-Dec 13
Business teaser
Jan-March 14
Chile AApril-Dec 14
Chile BJan-Dec 15
InternationalJan 16 -Dec 17
The Business Plan
Stage IStage II
Stage IIIStage IV
Stage V
Stage VIStage VII
ResearchMarch-April 13
Business Model
May-July 13
PrototypeJuly-Dec 13
Business teaser
Jan--March 14
Chile AMarch-Dec 14
Chile BJan-Dec 15
InternationalJan 16 -Dec 17
Objective
Funding
Outcome
Clear definition of the market needs
Personal, FFF
Market report
The Business Plan
Stage IStage II
Stage IIIStage IV
Stage V
Stage VIStage VII
ResearchMarch-April 13
Business ModelMay-July 13
PrototypeJuly-Dec 13
Business teaser
Jan--March 14
Chile AMarch-Dec 14
Chile BJan-Dec 15
InternationalJan 16 -Dec 17
Objective
Funding
Outcome
Definition product and business model
Seed fund 1, Personal, FFF
Clear inputs for prototype and economic validation
The Business Plan
Stage IStage II
Stage IIIStage IV
Stage V
Stage VIStage VII
ResearchMarch-April 13
Business Model
May-July 13
PrototypeJuly-Dec 13
Business teaser
Jan--March 14
Chile AMarch-Dec 14
Chile BJan-Dec 15
InternationalJan 16 -Dec 17
Objective
Funding
Outcome
Production and test of prototypes
Seed funds 2, personal, FFF
Proven prototype
The Business Plan
Stage IStage II
Stage IIIStage IV
Stage V
Stage VIStage VII
ResearchMarch-April 13
Business Model
May-July 13
PrototypeJuly-Dec 13
Business teaser
Jan-March 14
Chile AMarch-Dec 14
Chile BJan-Dec 15
InternationalJan 16 -Dec 17
Objective
Funding
Outcome
Start production. PR and introduction to influencers
Venture Capital, Personal, FFF
Positive feedback and first sales
The Business Plan
Stage IStage II
Stage IIIStage IV
Stage V
Stage VIStage VII
ResearchMarch-April 13
Business Model
May-July 13
PrototypeJuly-Dec 13
Business teaser
Jan--March 14
Chile AApril-Dec 14
Chile BJan-Dec 15
InternationalJan 16 -Dec 17
Objective
Funding
Outcome
Retail listings, distribution
Venture Capital, sales
Sales and reorders
The Business Plan
Stage IStage II
Stage IIIStage IV
Stage V
Stage VIStage VII
ResearchMarch-April 13
Business Model
May-July 13
PrototypeJuly-Dec 13
Business teaser
Jan--March 14
Chile AMarch-Dec 14
Chile BJan-Dec 15
InternationalJan 16 -Dec 17
Objective
Funding
Outcome
Above the line marketing, expansion in formats and flavours
Venture Capital, Sales
Break-even
The Business Plan
Stage IStage II
Stage IIIStage IV
Stage V
Stage VIStage VII
ResearchMarch-April 13
Business Model
May-July 13
PrototypeJuly-Dec 13
Business teaser
Jan--March 14
Chile AMarch-Dec 14
Chile BJan-Dec 15
InternationalJan 16 -Dec 17
Objective
Funding
Outcome
International expansion and exit plan
Sales
Profitable business, exit discussions
01.Drinks industry
A corporate innovator in an old industry
02.A dive into startups
Jumping into the cold waters of start-ups
03.Business Plan
A retrospective review of expectations vs. reality
04.Starting up in Latam
The good, the bad, the ugly.
SectionsThis presentation has been divided into:
05.International
Going abroad at a very early stage
06.Pivoting
The persistence-new opportunities dilemma
Starting up in Latin America
04. Start-up in L. America
Top three reasons to and not-to start in Latin America
State fundingGenerous funding from countries to develop a start-up ecosystem
Informal marketBeen informal means it´s generally OK to break some rules at early stages
Playing localNever underestimate the importance of your personal network
1
2
3
Red TapeBureaucracy is intense. From opening a bank account to formalize the business.
Access to fundingBeyond subsidies or grants, there is a very limited number of Angels or VC
Conservative While everyone praise innovation and start-ups, from consumer to businesses Latin Americans tend to be quite conservatives
1
2
3
The Good The bad
ProductRange of 3 all-natural soft drinks
ManufacturePartner with a brewery to secure production for the first 3 years
FundsRaise three rounds of seed capital
Exposure20k+ followers in social media plus presence in all major newspapers and magazines
SalesOver a 100,000+ bottles sold since the 2014
Awards5 awards on the products and innovation
On the start-up in Latin America, we managedMain cold pressed juice brands sold in the UK
04. Start-up in L. America
Premium
Natural
Low in sugar
1
2
304. Start-up in L. America
1
2
304. Start-up in L. America
Premium
Natural
Low in sugar
Starting up in Latin America
04. Start-up in L. America
Three painful lessons from our stat-up Latin America
Distribution99%+ of the soft drink distribution is concentrated by two players not willing to share
FundingMajor challenge to find funds beyond state seed funds
Scale-upStruggle to scale production beyond craft size
1
2
3
The ugly
01.Drinks industry
A corporate innovator in an old industry
02.A dive into startups
Jumping into the cold waters of start-ups
03.Business Plan
A retrospective review of expectations vs. reality
04.Starting up in Latam
The good, the bad, the ugly.
SectionsThis presentation has been divided into:
05.International
Going abroad at a very early stage
06.Pivoting
The persistence-new opportunities dilemma
05. International
Top three reasons to and not-to move from Latin America to Europe
Market Going to the right market in size and trends
Start-up backupThere is less red tape and back-office is easier in England than in Latin America. UKTI is a good help
GlamourIt´s a certain glamour around starting an international business regardless of the size
1
2
3
NetworkYou will be an immigrant, with all its implications
CompetitionIs a much bigger market. There are some proper competitors. You are a small fish in a big pond
Long distance relationshipAs in any relationship, distance requires a special commitment
1
2
3
The Good The bad
Going abroad at an early stage
Challenges of international brandingLost in translation
locationflower in design
naive posotivebrand suggestion
typographylogo colour
othernaive negativepronunciation
naff
0% 5% 10% 15% 20% 25% 30% 35%
05. International
Challenges of international brandingLost in translation
naffADJECTIVE
British informal
Way too similar to the word Naff
It is close to "naff", which
means crap in British English
Naif is very close to Naff which is
not a very complimentary
word in England!
05. International
Lost in translation
05. International
Challenges of international branding
Going abroad in an early stageThree painful lessons from our stat-up Latin America
DistributionSoft drink distribution is concentrated by two players not willing to share
FundingMajor challenge to find funds beyond state seed funds
Scale-upStruggle to scale production beyond craft size
1
2
3
The ugly
05. International
01.Drinks industry
A corporate innovator in an old industry
02.A dive into startups
Jumping into the cold waters of start-ups
03.Business Plan
A retrospective review of expectations vs. reality
04.Starting up in Latam
The good, the bad, the ugly.
SectionsThis presentation has been divided into:
05.International
Going abroad at a very early stage
06.Pivoting
The persistence-new opportunities dilemma
Pivoting
06. Pivoting
The persist vs. move on dilemma
Pivoting
06. Pivoting
John Pemberton Asa Griggs Candler
Some painful lessons from Coke
DistributionSoft drink distribution is concentrated by two players not willing to share
FundingMajor challenge to find funds beyond state seed funds
Scale-upStruggle to scale production beyond craft size
1
2
3
For a new business I would like
PivotingThe persist vs. move on dilemma
06. Pivoting
PivotingCold pressed juices
From basic juices made from concentrates to just-made pressed drinks, the juice market has a broad – and sometimes confusing- spectrum of alternatives.
Main juice types in the market relative to their price
Industrial Raw
Price
From concentrate
Not from concentrate
Pressed juices
Pressed fortifiedCold pressed
Just-made
Blurry zone
Pivoting
06. Pivoting
Thank you—
SCD Research. Cambridge, UK
(44) 07481835560
