Joyce Chang Leslie Sanchez Daniel Friedman William DumesnilTeam 22

MACCHA

OTHER

GREEN

TEA

Total: 60 interviews

KP Key Partner

• Partners:• Distributor

s• Retailers

• Suppliers:• Wholesale

Japanese matcha

• Bottling and Packaging

KA Key Activities

• Production• Design

(Bottle/Kcup)• Education

VP Value Proposition

• All-natural ingredients

• More antioxidant than regular green tea and coffee

• Anti-aging / detox

• Brand – quality matcha products /lifestyle brand

CR Customer Relationship

• Relationship with customer: We are the authority on matcha

• Our product is self-service

• We will need to educate customers about benefits of matcha

CS Customer Segments

• Tea and coffee drinkers

• Health and aging conscious

• Busy Professionals

KR Key Resources

• Physical: commercial kitchen

• Marketing and Branding Power

• Financial: start-up costs of $30k+

CH Channel

• Food trucks • Fairs / pop-up

shops• Markets (ie.

Whole Foods)• Corporate

Cafeterias• Drug stores• Fitness / yoga

studios• School• Department

stores• PR – blogs,

editorial• E-commerce

siteC$ Cost Structure

• Ingredients• Production facility / commercial kitchen space

rental• Bottle/Packaging• Marketing/Branding

R$ Revenue Stream

• Product Sales – bottled drinks & k-cups or other capsules

• Eventually we will add other matcha products

Day 1

3

What We Thought

Our audience was diverse and our product could cater to many needs

Maccha can serve as an energy drink or a coffee alternative

We can start small and grow big

4

Day 2-3: What We Learned

Coffee drinkers a no-go.

Many people have had matcha without knowing it, so education and awareness will be important.

Consumers want different things at different times and will make different drink purchase decisions based on this.

So we thought, why not make a few drinks with specific functions to target different customer segments?

“There’s no way anyone could get me to switch from

coffee.”

“I want something refreshing, this is too rich for me right

now.”

“It tastes better when it’s sweeter”

“I like my tea hot”

“Oh! I didn’t know that green tea ice cream was made from matcha. I love

green tea ice cream”

Customer Segments

• Probably has salads for lunch, only eating healthy carbs like quinoa

• Prefers low calorie drinks

• Ages 20-65Digestive health conscious

• Afraid of aging, probably wears sunscreen and spends a lot on cosmetics

• Watches weight• Ages 20-50

Beauty conscious

• High pressure job or works long hours or needs to cram

• Ages 25-45

Drained

• Exercises regularly• Or maybe just ate

salty or spicy food• Ages 15-45

Thirsty

KP Key Partner

• Partners:• Distributors• Retailers

• Strategic Partners• FareTradeNYC• Outdoor food

markets (Smorgasburg, Hester St Night, Brooklyn Bazaar)

• Commercial Kitchen Incubator

• Bloggers and other PR

• Nutritionist• Start-up

delivery companies (i.e. WunWun)

• Suppliers:• Matcha green

tea from Japan

• Other raw ingredients - local

• Bottles and Packaging

• Consultants• Flavor

consultant

• Employees• Sales

KA Key Activities

• Production• Marketing/

Awareness• Distribution

• Operations/Logistics

VP Value Proposition

• Provides matcha health benefits that energize, beautify, hydrate, or provide digestive health wellness with all natural-ingredients

• All-natural ingredients/low sugar

• Business to Consumer• Matcha and all its

health benefits• Targeted products

for diff needs by mixing with following ingred• Ginger to

reduce inflammation/help digestion

• Guava to add more antioxidants

• Ginseng for energy

• Coconut water for hydration

• Brand – quality matcha products

• Diverse flavors (sweetened, soy milk, seeds, etc)

• 14X the antioxidant of regular green tea and coffee

•Business to Business• No existing

matcha line of drinks

• Partaking in the growing health trend

CR Customer Relationship

• Get: Sampling product, Social Media, Local food community

• Keep: Introduce new flavors with customer input / contests

• Grow: Introduce new products

CS Customer Segments

• All Health conscious• Beauty

conscious• Busy

professionals or students who feel drained

• Dehydrated/Thirsty

• Digestive health conscious

• (ages 18-35)• Business to

Business• Food Trucks• Whole Foods• Specialty

Markets• Delis• Cafés • Fitness/Yoga

studios• Corporate

Cafeterias

KR Key Resources

• Physical: commercial kitchen space

• Branding• Expertise• Financial: start-up

capital

CH Channel • Website (online

orders)• Fairs / food trucks

/ pop-up shops• Specialty markets• Diet meal

delivery companies

C$ Cost Structure• Ingredients• Production facility / commercial kitchen space

rental• Bottle/Packaging• Marketing/Branding• Distribution

R$ Revenue Stream• Direct Sales• Pricing at $4-7 for a 14 oz bottle – bottled drinks &

k-cups or other capsules• Growth: Eventually we will add other matcha products Day 4

7

Day 4: What We Learned

If you start too small, you probably won’t make money for the first 5 years Should not focus on food communities too

much, it doesn’t reflect our product offering!

Beauty and health conscious people are more likely to pay a premium for our product Let’s focus on this

New Customer Segment

• Probably has salads for lunch, only eating healthy carbs like quinoa

• Prefers low calorie drinks

• Ages 20-65Digestive health conscious

• Afraid of aging, probably wears sunscreen and spends a lot on cosmetics

• Watches weight• Ages 20-50

Beauty conscious

• High pressure job or works long hours or needs to cram

• Ages 25-45

Drained

• Exercises regularly• Or maybe just ate

salty or spicy food• Ages 15-45

Thirsty

✔ ✖ ✖✖

Customer Archetype 9

• Earns $50K+• Wears sunscreen• Wouldn’t be caught

dead in McDonald’s

• Attends yoga class regularly

• Wears Lululemon• Drinks kombucha

and chia seed drinks

• Likes to try fad diets

• Looks at nutrition labels

• Pescetarian• Ages 26+

Market Size

Non-Alcoholic

Beverages ($258B USD)Functional RTD

Beverages ($30B USD)Health and

Wellness RTD

Beverages ($1.2B USD)

Maccha Bar ($12M

USD)

11

Day 4: What We Learned

Story is important!

12

Our Story

So, we are borrowing the proven benefits that maccha has provided Japanese people for 900 years

KP Key Partner

• Strategic Partners• Branding

Partner• FareTradeNYC• Outdoor food

markets (Smorgasburg, Hester St Night, Brooklyn Bazaar)

• Commercial Kitchen Incubator

• Bloggers and other PR

• Nutritionist / Spokesperson

• Start-up delivery companies (i.e. WunWun)

• Suppliers:• Matcha from

Japan• Other raw

ingredients - local

• Bottles and Packaging

•Production/Bottling Facility

•Distributors

•Consultants• Flavor

consultant (?)

KA Key Activities

• Production• Bottling• Branding/

Marketing• Distribution• Licensing and

Insurance • Product

Testing/Research

VP Value Proposition

• Provides matcha health benefits that energize, beautify, hydrate, or provide digestive health wellness with all natural-ingredients

• Provides key to Japan’s 900 year old secret to longevity – matcha with its anti-aging and cancer-fighting properties

CR Customer Relationship

• Get: Marketing Campaign/Event Sponsorships, Sampling product, Social Media, Local food community

• Keep: Introduce new flavors with customer input / contests

• Grow: Introduce new products

CS Customer Segments

• All Health conscious• Beauty

conscious• Busy

professionals or students who feel drained

• Dehydrated/Thirsty

• Digestive health conscious

• Beauty and health conscious

•$50k+•Wears

sunscreen• Attends yoga

class regularly•Wears

Lululemon• Drinks

kombucha and chia seed drinks

• Likes to try fad diets

• Looks at nutrition labels•Pescetarian

• Would never be caught in a McDonald’s•Ages: 26+

KR Key Resources

• Recipe• Physical:

commercial kitchen space

• Expertise• Financial: angel

investors, friends/family

• Employees• Sales

CH Channel • Website (online

orders)• Fairs / food trucks• Specialty /Health

food markets• Diet meal

delivery companies

• Spas• Upscale cafes in

department stores

C$ Cost Structure• Ingredients• Production facility / commercial kitchen space

rental• Bottle/Packaging• Marketing/Branding• Distribution

R$ Revenue Stream• Direct Sales• Pricing at $5-7 for a 16 oz bottle $4-7 for a 14 oz

bottle Day 5

14

What We Know

Lifestyle: How small, local companies have started: Product development,

production, bottling, and distribution happen in-house in a commercial kitchen facility to start

Incubators provide 20C food processing establishment license Nutrition information does not need to be included if you sell less

than 100,000 bottles Can expand into co-packing/contract manufacturing once

demand is large enough Mass market:

Outsource Production/Bottling Get distributors quickly Branding and Marketing are key activities even more so than for

lifestyle ????

15

Next Steps

Develop product recipe Test if our story is compelling Channels to explore include cafes at upscale department

stores Update our get strategy Further research needs to be done on how large beverage

companies started out Focus on branding Figure out how to coordinate supply and demand: Have

prototype of drink and get distributor orders before mass production?

For future expansion: decide which regions maccha would do best in (i.e. places that value health like California) and map out local suppliers and production facilities