99% guiltless - a healthy & natural beverage
TRANSCRIPT
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The Problem: sugar is enemy #1 in Western diet
Brain Sugar can rewire the
brain´s pathways. Diets full of sugar heavy foods
increases the risk of depression by 58%. Heart
Sugar inflames the linings of the arteries to the heart, increasing the risk of stroke & heart attack
Kidneys Sugar overload can damage
their delicate filtration system. Diabetes is one of the main
causes of kidney failure. Joints High-sugar diets pump inflammatory cytokines into your bloodstream, which can exacerbate arthritis.
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“Sugar is now enemy number one in the western diet”
“Obesity experts campaign to cut sugar in food by up to 30%”
“Campaigners vow to cut sugar in food” “WHO: Daily sugar intake 'should be halved’” “Sweet tooth linked to heart attacks”
“Tesco to remove sweets and chocolates from all its checkouts” “Sugary foods to avoid: The ‘healthy’ snacks and drinks that – like fruit juice – hide potentially harmful high levels of sugar”
A few examples of articles published since January 2014
The Problem: Media identify the problem
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The Problem: Consumers interest in “sugar-free“ spiked
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The Problem: sugar free drinks“ is one of the hottest Google search trends in UK
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NO sugar
NO sweetener
Only 13 calories
contains a hint of natural raspberry & mint flavour – t h e r e m a i n i n g content is purified spring water.
The perfect alternative for people who want a tasty drink but dislike sugar packed soft drinks.
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tasty
not tasty
sugar free & sweetener free
contains sugar or sweetener
40 g sugar
25 g sugar
0 g sugar
23 g sugar 0 g
sugar
0 g sugar
99% Guiltless delivers category value since there is no other product in tasty yet sugar-free / sweetener-free drinks category
Market Positioning: 99% Guiltless fills a unique slot in the market
40 g sugar
25 g sugar
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Agora Strategy: Consumer runs the business
Idea: to listen to the consumer and give them what they want
Result: huge market success
Idea: put the consumer in charge of the brand and let them create products after their ideals & needs
Result: will change business & make our society healthier
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Agora Strategy: Peer 2 Peer recommendation driver for brand awareness
Sugar is not good for me, finally I found an alternative that I can trust
According to Nielsen 84% trust and take action after receiving a „recommendation from people they know“ & 70% trust „consumer opinions posted online“ (68% take action upon them) * See full table in last slide
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Commercial Proposal
Distribu)on to 50 stores x 52 weeks x 5 bo3les sold per store per week x 20% margin per bo3le (0.12 GBP) @ RRP of 1.50 GBP = 1,560 GBP turnover for one SKU in the first calendar year
Conservative Sales Projection Model
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Label: Designed by Lali
Ingredients combination: Submitted by Saskia
Brand Name: Submitted by Saskia & Allan
Brand Name: Submitted by The Agora Team
Front Text: Submitted by Jan
Closure: Material and color picked by the community
Back Label: Designed by Lali & Jan
Back Text: Submitted by Allan
Concept: Submitted by Allan
99% Guiltless was created by the Agora online community
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Created by an online community & tested in London
During the creation of the flavour we got over 250 potential consumers around London to taste our drink till we found the perfect all natural formula.