Date post: | 25-May-2015 |
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FRESCITO OPPORTUNITY EXECUTION PROJECTFALL 2012TECHNOLOGICAL ENTREPRENEURSHIPCreativo Team
Our value proposition
We offer our customers the possibility to now know what, where and when they need to buy fresh organic food near them !
Smart device application (mostly for smart phones and smart TVs)
We offer organic producers and distributors of fresh fruit and vegetables the possibility to be advertised and to local producers to sell without middlemen
Cooking and shopping profile
Recipes
Alerts on need for fruit & vegetables
Suggested organic shops, or bio section in super markets or online order from producers
HOW WE DECIDED FRESCITO
About Creativo teamWhen started working as a team we all had the same purpose: create something new and learn during the process.
Our team leader was open to new members so the team became multinational (Argentina, Italy, Greece and Croatia)
Initial brainstorming was about a security app or a dreams recorder
We all decided to go on with on-line site for fruit and vegetables
Organic
Fruit & Vegetables
Not directly from us
Easy and convenient
Online platform
Mobile app
Initial name Fruitalia…The initial company and brand name was Fruitalia but we changed it to Frescito
The name was changed as the idea
Initial idea: deliver at your door fresh fruit & vegetables from a selected channel of local producers
New idea: Although people were excited about no middlemen there were some basic problems:
•Usually consumers buy technological things on-line
•Not able to have physical contact with products
•Lack of trust
•High storage and delivery costs
•High costs from fruit & vegetables F.I.F.O logistics
Fruitalia turned to Frescito
So our new value proposition overcomes these obstacles and takes advantage of the stated pros:
•Raise in customers buying organic food
•Tendency
•Nutrition awareness
•Interest in recipes and nutrition info
•Lack of time for shopping
•Start using more applications for smart phones
•A small % is ready to buy on-line
Organic food shoppers become
more
Recipes/ nutrition interest
Tendency
On-line buying to avoid
middlemen
ALSO…SMART PHONES AND TVS BECOME REALITY
Our marketWorld organic food sales jumped from $23 billion in 2002 to $52 billion in 2008.
The world organic market has been growing by 20% a year since the early 1990s, with future growth estimates ranging from 10%–50% annually
OUR target market segment
Younger buyers with access to
the internet and smartphone use to
BUY ONLINE. So we will
Transform in their “tool” to
Ease and make their buyings
The result:A Growing
Market
Younger Buyers, better educated with higher incomes and
technology users
Healthful, tasty and
environmentally friendly Food
Organic food is more
available e-commerce
is growing fast.
Marketing CampaignsWe must be on the social networks-
They are the cheapest way to reach customers and reach a large number of audience.
The stores that are “Frescito Friendly” would have our LOGO on their stores so people would know where they can shop through us.
And last, contract a SEO service, Google adwords and ads in relevant websites.
MKT ACTIONS
Stores that sell through us will
have an ID on their shops
with our advertisin
g
Social media
campaigns:
Facebook, Twitter,
Google adwords
and advertisement on relevant
sites, SEO
COSTIntial Costs:
Website creation : $5000Application creation: $5000Server per year : $1000Site maintenance per year : $6000
Human Resources (sellers): $40000
Others (functional costs): $12000
Total Fix Cost: $69000
Marketing campaign costs :
-Social media : $ 0,1 cent per targeted individual. We want to reach an audience of 200.000 users (impressions)= $ 200 per month $2400
-Google adwords , to appear on google search for specific words on top : 1 cent per click and we target 100.000 clicks. So, we have to “hit” a word of 1000000 impressions if we want click through our site (estimated 10% of impressions are click)
=$1000 per month $12000
- Internet advertisement on relevant sites: $10/1000 impressions = $1000 (for 1000000 people) $12000-Stores adverstising $12000
Other marketing & sales actions $ 6000
Total Variable Cost: $44400
INITIAL COST: $113000 Moving capital for 1st month:
site & app creation: $10000
Monthly total cost: $8500
Social Media5%
Google adwords
27%
Internet ads27%
Stores ads27%
Other Mrt& sales14%
Marketing Cost Ana-lysis
Website creation4%
Application creation
4%
Server per year1%
Site main-tenance per
year5%
Human Resources (sellers)
35%Others (functional
costs) 11%
Marketing campaign
costs39%
GENERAL COST
REVENUESThe user pays 2$ to download the mobile app and 50 $ for one year access to the website
The organic shops, super-markets and producers-farmers pay a monthly fee of $100 (average) (there will be a customer differantiation policy)to appear on our suggested lists (initial estimated partners 50) These alliances will be one of our strengths
Other revenue comes from web advertisement for this targeted audience
Market size for recipes fans and organic food lovers is really big!
Incomes
App download $60000
Website users $25000
Organic shops fees
$60000
Advertising $12000
Total Incomes $157000We estimate to have 30.000 users for downloading the app and 500 subscribed web page visitors and no less then $1000 per month for advertising products and stores in our website. This scenario is considered to be modest and appears to reach the break even point at the end of the 1st year
AND FINALLY…..WE BELIEVE IN THIS PROJECT
www.frescito.launcrock.com