Upload
julia-orsa
View
89
Download
8
Embed Size (px)
Citation preview
CAFÉ FOR DOGS
AGENDAINTRODUCTION Lickuid Silver Management Team
MARKET Market Overview Competitive Landscape Humanization Trend Café aspirational example
OUR CAFE Introducing Lickuid Silver Café Operations Customer Profile Café Product Concept Revenue and Business Model Go-to-Market Strategy: Test Market & Full Scale
A place where dogs are served organic food in sterling silver feeding bowls (the best natural antibacterial agent) in the Starbucks-like unhurried, comfortable environment.
Following a rapidly accelerating humanization trend in a pet industry, we are here to merge pet food and
traditional human specialty cafe segments into one, by introducing a
disruptive pet food distribution environment that takes the Health
Code out of the equation.Martha Stuart treating her dog, Ghenghis Khan, to an afternoon tea at the Plazawww.themarthablog.com
Lickuid Silver Café For Dogs
Management Team CEO & Creative Director. Working with a top talented team to build up-and-coming, science backed, organic dog food cafe in NYC. Designing the merchandise line to incorporate the methodology of using sterling silver (the best natural antibacterial agent in the world) as the main material for animal feeding bowls.CFO & Investor Relations. Working across various finance areas such as Reporting, Financial Planning & Analysis, Customer Finance, Credit and Collections and setting up finance functions from the ground up. Point person for Investor Relations.
CMO Brand Manager & Customer Relations. Overseeing overall marketing functions, with focus on brand building and PR. Building network relationships with publishing and TV media and developing strategies on future partnerships.
SEO & SMO. Manager in charge of all SEO/SMO operations, with good understand of analytics and tech, working together with CMO to bring brand vision to life in the cyber space.
Pet food Market OverviewMarket Size and Growth (all numbers are as of Dec, 2013) Recent Trends
• Importance of the human/animal bond – strong humanization factor
• Increase in spending per dog due to premiumization
• Aging pet population (As of April 2014, 42% of dog owners have a dog age 7 or older)
Premium Pet Food Market
• Overall pet food market - $28.2B • Natural and organic pet food market -
$7.3B• Natural and organic dog food
market - $3.1BNatural and organic pet food market is expected to grow at 14.6% CAGR for the 2014-2019 period
• 83% of total distribution channels are super stores
• 17% of distribution was at ‘other retailers’, i,.e. specialized local pet shops, Whole Foods and emerging online retailers specializing in premium dog food
Distribution Channels
• As of July, 2014, 45% of pet owners feel that natural/organic brand pet products are better than standard products, up from 38% in August, 2012
• 41% of dog product purchasers agreed that they would buy organic products more often if they would be more available
Customers
1Packaged Facts, Pet Food in the US, 11th edition, September 2014
Price Increase
Traditional and
Online Retailers
Upscale and
Local Pet Food
Chains
Online Specialty
and “Made at
Home,
Delivered to
your Door” local
start ups
Pet-friendly,
NYC
premium/luxury
hotels
PetCo is starting to invest into “Made in U.S.A.”
premium dog food brands
Krieser’s the “the Whole
Foods of pets” specialty store
targets the “healthy and
organic” customer base
Growing number of start ups, local and
online (some in seed stages)
The Bowery Hotel
The SoHo Grand HotelThe Ludlow
HotelThe Plaza…
Competitive Landscape
Pet HumanizationLooking outside of the pet box
Large U.S. insurance and financial services companies are buying Pet Insurance companies
Human food companies use cute pets to stay “relevant & on trend”
LIVE @ the #VMAs @shelterpets “we are about to see a lot more of these friends”
Pets are used in fashion promotion and magazines as “humans” who live glamorously
NFL Super Bowl goes to Dogs!Puppy Supper Bowl!
BGS, graduate school honor society, offers Pet Insurance to its members as one of major benefits
Café Aspirational Example:Pet deli in Germany
Pet Deli in Germany is a type of café we are looking to open in the US starting with NYC, and then expanding into Northeast and West Coast
This is a typical cafe business model with retail sales and food delivery option, in an innovative and pet friendly environment
We serve organic food for dogs in a cafe environment
It is the ‘in-between time’
location for people who like to spend
time with their dogs outside of
homes
Our Dog Cafe
Mal
e or
Fem
ale
Graduate degree
Urban Dweller
Full time, +$80k job
Single or in relationship
Social Media savvy
Healthy lifestyle
“Earn & Spend” buying power
“Pet Parent”
Source: www.makers.com/blog/high-earning-women-millennials
young urban millennials are looking for a small, easy to care for pets for companionship, mostly dogs in NYC
The Nurturers:
Dedicated to the concept of a holistic and organic lifestyle, and mirror it their dog food purchase decisions
The Dwellers:
See the café primarily as “the third place”, where they can relax and take a breath from a fast city lifestyle, as an alternative to “Home”
Customer ProfilePremium/organic dog food segment – urban areas
Customer Profile on
Optimized Operations Model:
Café hours will be morning for breakfast and evening for dinner to allow dog owners to feed their dogs fresh organic food while taking an outside walk, thus spending more time with their “pet children “
Mid-day, Café will offer food delivery & pick up for dog walkers, who take care of the pets while owners are at work
Operations Model
Café Product ConceptAll organic dog food sold in café will be curated by animal nutritionist and veterinarians, sources from all organic brands, and customized based on customer's size & flavor preferences
Chicken
Beef
Fish
Choice #1
Choice #2
Choice #3
Type of meat Veggies mix
Rice
Choice #2
Choice #3
Carbs
All ingredients mixed and served
fresh in a silver bowl
*Choices will be developed by an expert chef and nutritionist, and approved by local veterinarian
Café Merchandize ConceptAll dog food sold in our café will be served in sterling silver bowls
“An increasing antibiotic resistance in humans and animals has renewed global interest in using silver as an antibacterial agent“ https://microbewiki.kenyon.edu/index.php/Silver_as_an_Antimicrobial_Agent
Sterling silver was found to be the most effective antibacterial metal with least toxicity to animal cells
No germs can live after being in contact with silver for over six minutes in food or water
Why Sterling Silver? Posh or Healthy Lifestyle?
We are serving HEALTH in a silver bowl!For more see www.lickuidsilver.com/science-of-silver/
Revenue ModelProducts Description
Advertising• Advertising revenue from various partnerships
Dog meals and treats
• Dog customized meals• Dog treats and energy bars• Dog crystal fresh water
Category
Beverages for dog owners
• Bottled beverages, allowed to be sold in proximity to animal food by Health Code
Point of Sale items
• Order engraved silver bowls• Other accessories• Gift cards
Food delivery• Food delivery option for interested dog owners and
dog walkers
Lickuid Silver Business ModelLickuid Silver Lickuid Silver team 10/1 1
Convenience of urban location for organic dog food
Newness of bringing pets along for a cafe experience
Customization of organic dog food i.e. selling by weight instead of by cans
Niche Market – people preferring to spend time outside of their houses with their dogs in urban areas. Pet Parents
Segment - dog owners who are looking for top of the line, fresh, organic dog food
Physical café environment where customers and their dogs can experience one-on-one customer relationship, building the brand value
Dedicated personal assistance with food selection process, and post-purchase interaction with dog-customers inside the cafe
Serving and interacting with pet owners and their dogs inside the cafe
Variety of top of the line organic dog food selections
Physical café location/building
Café Operations
Legal/Licensing
Brand Image
Coopetition - Alliance with local organic dog food manufacturers
Buyer-supplier relationships with key organic dog food suppliers & the US vendors
Partnering with NY magazines and social influencers to bring awareness to the brand/cafe
Primary product - dog meals and treatsFood deliverySecondary Product - beverages for dog ownersPoint of Sale items – silver bowls merchandize Advertising – utilizing physical location and deliveries
Fixed costs - lease/rent, café workers salaries, utilities, insuranceVariable costs – dog food sourcing, will reach economies of scale with larger ordersEconomies of scope – co-promoting merchandize with food sales
Lickuid Silver Business Model Construct
Customer relationships
Human factor in operations
brand known for healthy lifestyle
Go To Market StrategyTest marketing – pop up shop
We are building a crowdfunding campaign to raise money for pop up shop to test the market
• Pop up shop will use existing organic food options (outsourcing) in order to avoid upfront legal compliances. This will allow us to focus solely on studying the concept of dog owners bring their dogs to eat at the café
• Preliminary location for pop up shop is Williamsburg due to lower cost, proximity to the City and the appropriate target market customer
• Pop-up shops will test and refine the concept and gather feedback for full business launch. Will build full scale BASE sales forecast, refining tension points.
Go To Market Strategy (continued)Full scale dog cafe
Open Dog Café in the center of the pet life – West Village
Social MediaFacebook, Twitter, Pinterest, Instagram, Vine
Dog walkers network
Media appearance such as newspapers, magazines, TV
Partnerships with dog hotels, dog salons and veterinaries
Partnerships with luxury pet friendly human hotels
APPENDIX
Pet Food Channel2014 stats
“OTHER” will be our channel of distribution:
A. limits competitive response
B. more control over price/margins
C. more control over quality
Geographic Location For Café State, city selection
Top 3 cities for our customer to live in based on our customer profile:
• Pet food sales (pet parents)• Organic food consumption trend
(humanization trend)• Rental and leasing (urban)
New York, NY # 1 CITY DESTINATION FOR DOG CAFÉ
Geographic Location For Café (continued) Neighborhood selection
NYC, Lower West Side # 1 NEIGHBORHOOD DESTINATION
FOR DOG CAFÉ
Young and Rich Households, 2014
Unattached and Available, 2014
Median Age, 2014
Customer
segment
Pet Humanization Psychographics
Pet Food SeasonalityGoogle Trend shows little to no seasonality on “pet food”, slightly higher demand from May-September
Google Trend shows a slight decline in search from October - March on “organic” and “natural”, and slightly higher demand from April-September = Warm time trend. Otherwise seasonality does not play a large role in sales.
Detailed Competitive product analysis