The Mind of a Buyer: How to deliver amazing growth to your

retail sales in 2015

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IntroductionsDwight Detter Forager / Buyer

Whole Foods Market

Michel Algazi Robert Gonsalves Greg Yudin Klaus Mager

Food Centricity

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About WFM’s Local Vendor Program

• Local food systems

• Conscious Capitalism

• Small business empowerment

• Diversity at the POS

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About Food Centricity & FMH

• Food Business Acceleration

• Food Maker Launchpad

• Food Maker Growth Path

• Food Maker Hub

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3 Classic Elements of Food Product Business V01

PLAN BUILD GROW

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3 Successful Elements of a Food Maker Growth Path Program

Plan SMART

Build STRONG

Grow FAST

PRODUCTS

Customers SALES

NoviceProfessional

Never TriedAlways Buying InfrequentExpanding

Growth Path

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Upcoming Production Resources for Food Makers in So Cal

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Shopped but Never Bought

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The problem

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Buyers are not Consumers

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No Experience to Guide Me

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Where do I Focus?

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Stalled GrowthDifferent mindset, no guide or experience and no idea where to focus?

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The opportunity

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Be Inside the Buyer’s Mind

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Deliver Direct like a Distributor

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Develop Operating Procedures

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Double your SalesThink like a buyer, get placement like a distributor and utilize defined operating procedures

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Why... would this opportunity be able to help

your business?

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5 Key Principles+1

1 | Set your prices appropriatelyMake sure you understand margin

expectations throughout the wholesale value chain

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2 | The Devil is in the Agreement Get an experience advisor to review your Buyers & Brokers agreements

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3 | A Showcase Sell Sheet A designed & complete sell sheet is more important then how your product taste

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4 | Packaging Talks Professional packaging separates the pros from the casual or home grown

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5 | She who promotes best, wins Support your products with a full suite of demo and promotional programs

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+1 | Selling is hard, Ordering must be easy The Re-ordering starts at the first Order

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What... will be the most hardest for

you to accomplish?[and why?]

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Harvest Star - Sales Growth Compass

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Sales Growth Harvest Star

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Sales Growth Compass

Product

Sales

BuyersCustomers

Promotion

PlacePrice

Participate

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Building your Buyer Promotion & Place Program

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Buyer LingoPerformance TPRs

Bill-Back

SPIFS

Scan Down

http://retail.about.com/od/retailglossarya/

Non Performance Off Invoice

Case Stack Down

Free Fill

MCB (Manufacturer Charge Back)

Hip Pocket Deal

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Promotions - Buyer’s Pet Topic

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Buyer Questions• What kind of promotional support is being

offered? • What are the frequency and depth of the

promotions? • What is your plan to tell the consumer about

the product? (demos, advertising, public relation campaigns, social media, etc.)

• Have you put a lot of thought into your strategy, and are you supporting our efforts by participating in our programs?

• Is the Product presented in an attractive and concise way?

• How much existing distribution do you have with our customers?

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Promotion IdeasIn Store Display

Temporary Price Reductions

Case Stack Down

Coupons

Contest and Sweepstakes

Demos & Presentations

Rebates Premiums

Trade Allowance

Trade Sales Promotions

Cause Related / Fair-Trade

Joint Promotions

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1st  Quarter 2nd  Quarter 3rd  Quarter 4th  Quarter

PRODU

CTBU

YERS

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KETING

CUSTOMER

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Growth  Roadmap  -‐  2015Project  Title  or  Product  Name

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1st  Quarter 2nd  Quarter 3rd  Quarter 4th  Quarter

PRODU

CT Product  IntroducCon

New  Channel  Opening

BUYERS

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KETING

CUSTOMER

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IntroducCon  of  New  Product

Placement  rollout  Support  Product  introduc1on  with  Promo1onal  buyer  campaign

Growth  RoadmapProject  Title  or  Product  Name

Social  Targe1ng  to  drive  in  store  purchasing

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Promotional & Marketing Calendar Template - FM Launchpad

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Building your Buyer Place - Distribution Elements

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PLACE• Third Party Storage: • In Outs • Storage • Pick & Pack • Freight In / Out • Backhaul costs (DC to individual

Stores) • Freight Insurance • Temperature Issues • Chain of Custody (FSMA)

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Template - How to Launch a new Retailer Checklist

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Next Steps

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Local 101 Full-Day IntensiveMonday 12/13

Slow Money

Monday 11/18Saturday 11/15

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Q&A

ALL