team p foodie zone - 083012 canvas-v2

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