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The Downsides to Taking Protein
Poor Taste
• “Awful” flavor
• Doesn’t dissolve
Inconvenience
• Prep Time
• Clean up is a pain
Our Solution
Phase 1: Local
Contract Manufacturing
Wholesale Distribution
Retail Point of Sale
Recipe Development
Contract Manufacturing
Direct Sales
Phase 2: Regional
IC Men’s Lacrosse Team
(40 players)
27 g
Median Consumption
55%
Would use regularly
$3.50
Avg. Price
IC Fitness Center Survey
(25 people)
33 g
Median Consumption
61%
Only Post-workout
27%
Pre & Post Workout
Marketing & Sales
• Lacrosse Tournaments
• Branded Fridges
• Gyms and Athletic Facilities
Competition
Doug Levy
• Nerd: wants to gain muscle mass
• Hates taste of protein shakes
• Marketing Communications Major
• Ice Cream Connoisseur
Kyle Dammeyer
• Former Ithaca Lacrosse Player
• Dislikes messy clean-up
• Business Administration – ’17
• Past Marketing Experience
1st $10,000 2nd $10,000
Incorporation Costs: $400Trademark: $400Recipe Development: $2200Regulation: $800Package Design: $1000Inventory: $3600 (2000 units)Cold Warehouse: $500 (1 mo.)Discretionary: $1000
Inventory: $4500Promotion: $4000Discretionary: $1500
Retail: $3.60
Distributor: $2.52
Wholesale: $2.02
Mfg. Cost $1.35 w/ Marketing Costs (15%) $1.55
w/ R&D (7.5%) $1.67
Gross Margin: 33%
Net Margin: 17%
$0
$2
$4
$6
$8
1 2 3 4 5
Mill
ion
s
Revenue
Profit
Projections
Milestones:February 2015: 2nd Process PrototypedApril 2015: 3rd Process Prototyped
Anticipated Milestones:May 2015: Limited Rate ProductionJuly 2015: Launch in Fairfield County, Connecticut
6-Feb 26-Feb18-Mar 7-Apr 27-Apr17-May 6-Jun 26-Jun
2nd Process Prototype
Identify Initial Manufacturer
Perfect Final Process
Launch in Ithaca
Contract Manufacturer in CT/NY
Lease Frozen Storage
Solidify Distribution
Launch in CT / NYC
