Vicinity Manufacturing Product Proposal

V.TRACK

OverviewBroad Marketing Objectives Situational Assessment Competition V.Track Product Overview Positioning Target Markets Questions

Broad Marketing Objectives

Enter into the craft brew market and increase Vicinity’s overall brand presence in the beer industry.#1

Experience a 10% increase in total revenues within the first 5 years of V.Track software product launch.#2

Obtain largest market share of keg tracking software industry within 5 years of product launch.#3

Situational Assessment

5 full-time employees

Small Business

Currently produces process manufacturing software

Microsoft-Certified Gold Partner

Enables manufacturers to track, measure and record all processes from raw material stage to packaged finished goods

Improves efficiencies in quality control, inventory and scheduling

Chemical Market Segments Paint, varnish, lacquers, enamels and allied products; pesticides and agricultural chemicals; specialty cleaning, polishing and sanitation preparation; perfumes, cosmetics and toilet preparation; chemicals and chemical preparation

Current MarketsFood Market Segments Food preparations, not elsewhere classified; dairy products; bakery products

Beverage Market Segments Bottled and canned soft drinks and carbonated waters; flavoring extracts and flavoring syrups

Chemical Market Segments Paint, varnish, lacquers, enamels and allied products; pesticides and agricultural chemicals; specialty cleaning, polishing and sanitation preparation; perfumes, cosmetics and toilet preparation; chemicals and chemical preparation

Food Market Segments Food preparations, not elsewhere classified; dairy products; bakery products

Beverage Market Segments Bottled and canned soft drinks and carbonated waters; flavoring extracts and flavoring syrups !

Newest Market Segment Malt beverages; ale, beer, stout and porter manufacturers; breweries and craft breweries

Current Markets

Competition

Fragmented market Website for lost kegs Keg tracking by hand

In-house systems

Biggest ThreatOther process manufacturing software companies

Batchmaster ERP Software

#1 Competitor

Currently used by Sweetwater Brewery

Units of measure in software cannot be customized (breweries cannot measure in barrels).

Designed specifically for brewery operations

Customizable options

V.Track Competitive

Advantage

Product Overview

Core Product: Keg Tracking ApplicationRecords keg location in the cloud (in real time) Records keg activity (filled/sent/returned) Records keg status (full/empty; type of brew) Low investment / low risk

Packaging Extension: Cloud-Based NetworkConvenience Any Internet-enabled scanning device can be used to track keg

Functional Extension: .NET TechnologyEasily integrates with pre-existing system Automates keg inventory Centralized data visibility Two-way visibility for brewery and distributor

Service Extension: Self-Service ModelBuy and use as needed Instant download (no delivery or wait cost) Accessible immediately after Vicinity grants permission to user Technical consulting available through Vicinity IT

Positioning

Low risk investment Price based on each transaction No hardware purchase

Solution to lost keg problem

Anticipates shortages Ensures accurate, timely order entry Evaluate vendor performance

Save breweries money

Target Markets

PrimaryAmerican craft micro-breweries: Produce roughly 30K barrels annually

Beer geeks within the industry:New generation of passionate beer brewersFormally educated from brew science institute Under 40 years old

SecondaryRegional distributors:

Share real time data with breweries

Improve customer relations by assuring accurate and timely delivery

Possibly use to improve in-house planning and scheduling

Results

Q+A

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Designed by Sarah McKagen