Download - Marbled zesty frog final
presents
Zesty Frog
Zesty Frog
Kevin Gardam . Adam Robinson . Clarence Ng . Saikat Mitra
Charlotte Humphries . Carolyn Harlow . Martin Allison
Massimo Fiori . Sabrina Wright & Niall Mackenzie
by
Elevator Pitch
“Marbled: the first online and mobile organic
national farmer’s market and auction house.
Bringing producers, businesses and
consumers together, creating a digital
community committed to increasing the
production of organic British meat”
01
CONSUMER
PRODUCER BUSINESS
OR
GA
NIC
ME
AT
PR
OD
UC
TIO
N
02
Food-Scape
Horsemeat Scandal
The ‘JAMIE’ Generation
03
Trends & Insights
SOURCE: http://www.soilassociation.org/LinkClick.aspx?fileticket=whbpEnZUd7A%3d&tabid=1984
04
Farm-to-Fridge Models
05
Industry Competitors
06
Industry Overview
Whilst there are many places to purchase beef online and offline, there is a gap in the market for a modern brand who
continue to place a traditional value on customer service and expertise, and who also offer select and premium cuts of
beef with the aim of creating a community of farmers and consumers in one place. 08
- lots of
selection with
a variety of
choices- a focus on
freshness with ‘no
nasties’
-a focus on
tradition
combined with a
sense of
education about
beef
- emphasis on
quality over
what you can
purchase at the
supermarket
Provenance
ConvenienceFresh,
Organic &
Free Range
Premium
Revenue Model
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- Special
Offers from
Affiliates,
vouchers &
other
activities
- Sales from
restaurant,
catering industry &
offline institutional
associations
-5 %
commission on
all Marbled sold
through auction
and regular
transactions
- £5 per month
subscription
from strong
interactive
community will
drive sales and
create web
traffic.
Brokerage
MiscellaneousOffline B2B
Subscription
Factors influencing
consumer choice
taste 20%
animal welfare 19%
ethical 13%
environmental 13%
time in supply chain
8%
organic 7%
GM free 6%
07source : IGD Shopper Trends 2010 : meatandeducation.com 2011
30 Million pound of meat is solid online per year!
Revenue Forecasts
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1 million pound investment over three years
With a return of 1.15 million in profit over three years
Profir Y1 -£52,000 ; Y2 - £272,500 & Y3 - £937,000
Marbl-ous FiguresYEAR - 1 YEAR - 2 YEAR - 3 YEAR 1 - 3
COSTS
Website + Maintenance £20,000 £10,000 £10,000 £40,000
Development Team (5x) (Salary) £120,000 £120,000 £120,000 £360,000
Project Management (4x) (Salary) £72,000 £72,000 £72,000 £216,000
Advertising £80,000 £90,000 £100,000 £270,000
Logistics £20,000 £20,500 £21,000 £61,500
Office Costs (£2'500 per month) £30,000 £30,000 £30,000 £90,000
TOTAL COSTS £342,000 £342,500 £353,000 £1,037,500
SALES
Premium Revenue (charged 5 pounds a month) £90,000 £300,000 £600,000 £990,000
Commission On sale of Beef (5 % of each deall) £150,000 £250,000 £600,000 £1,000,000
Misc Sales £50,000 £65,000 £90,000 £205,000
TOTAL SALES £290,000 £615,000 £1,290,000 £2,195,000
OPERATING PROFIT -£52,000 £272,500 £937,000 £1,157,500
USERS
No of Users: 5000 500,000 1,500,000 1,500,000
Premium Users: 1500 5,000 10,000 10,000
TOTAL USERS 6500 505,000 1,510,000 1,510,000
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Legal
Quality Guarantee
Privacy Policy
User Agreement
Money Back Guarantee
16
Route to Target Market
Mobile App – the app will offer videos with the best recipes for everyone, using our products
Membership service – after joining they will receive membership pack containing information on the different
cuts of beef available. Each member will also receive a special offer on their first purchase.
Newsletter – a daily newsletter will be sent to each person relating to the auction to show what is available
for their chosen day.
Social Media – us Facebook, Twitter, YouTube & Google Plus in informing consumers of our products and to
show what we are doing to improve the delivery of quality meat.
Sponsored Offline Events - this will involve a number of trade shows ie Taste London & Balmoral Show (NI)
which is open to the public & framers to showcase our products.
Local restaurants – we will be offering local restaurants our products with endorsements on the website & in
the restaurants.
Celebrity endorsement – we will have celebrity chiefs showing the best ways to use our product in recipes
which will be available on the website & our mobile app.
Premium member benefits- Pop up cook ins where celebrity chiefs cook a selection of our finest cuts.
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Product Visualization
Ipad and website UI
10
Product Visualization
Mobile App – UI
10
Sales & Marketing
Our sales strategy has a number of steps which is focused on building our customer base, generate
repeat business and increase revenue. Each step consists of several key activities:
Seasonally – we will be offering different specials for different times of the year i.e.: Christmas
(ham & turkey) & Summer (ribs, burgers & steaks
Flash auctions – will be held weekly with special offers
Selling to local restaurants – we will be offering local restaurants our products with
endorsements on the website & in the restaurants.
Delivery – we have a number of different options, collection service free of charge, local delivery
£5, any orders over £60 free of charge & courier service £12, any orders over £100 free of
charge.
Paid advertising – through the website and mobile app
E-Vouchers – which can be used towards purchasing any of our products
Hampers – meat packages with different prices & products
Seasonally – offering different specials for different times of the year i.e.: Christmas (ham &
turkey & Summer (ribs, burgers & steaks).
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The Marbled Customer
09
Alison - 21, Ben - 24,
George – 22, Nicole - 23
Location : North London
Occupation : Account Manager,
Customer Insight, Community
Manager, Travel Writer
Love eating out
Partying & Adventure
Locavore, Flatmates, Food as
extension of social life. FUN
ADVERTISING. MEDIA.
WEB & SOCIAL
JOURNALIST
BUSINESS.
TRADER.
BOSS
Martin
Robinson 50
St Albans
Hedge Fund
Manager
RED – Meat &
Wine
Making Millions
Converted barn
Club Class
Frequent
Traveller
Jenny Beckles
35
Location :
Reading
Occupation :
Creative Director
Loves grass fed
beef
2 Young children
Balancing Career
and Family
CAREER.
FAMILY.
FOODIE
“Would love my Butcher at
my fingertips – either
a swipe or a click ! “
Locavores passionate about
specialty cuts & innovative food
ideas , urban tech savvy, cash rich
time poor
A Good Investment
Marbled is the solution. A farm-to-fridge social platform with a
purpose.
Guy Watson, Riverfood CEO, puts it best;
“It’s really important to producers to know what they’re producing
is going to be valued by someone at the end of the day”
Digital-Community Supported Agriculture ensuring the best
possible organic meat is sustainably produced, sold and
consumed with purpose.
17
Thank You
Appendix to follow
Appendix
Research:
Meat and the Consumer:https://docs.google.com/file/d/0B6GJxxLSNofrbkotd3JLekxVUWM/edit?usp=sharing&hl=en-
GB&forcehl=1
Soil Association Report:www.soilassociation.org/LinkClick.aspx?fileticket=whbpEnZUd7A%3D&tabid=1984
Food Science: All about Marbling
http://www.thekitchn.com/food-science-all-about-marblin-78616
Supporting Better Dairy:
http://www.happycows.eu/thanks
UK Food statistics pocketbook
2013:https://docs.google.com/file/d/0BwcSEOJ6Jv2wMUdQVHJ2SjVib1k/edit?usp=sharing
Meat Consumption in
Europe:http://www.academia.edu/2486553/Meat_consumption_in_Europe_Issues_trends_and_debates
Farmigo:
http://www.farmigo.com/
Good Eggs:
http://www.goodeggs.com/welcome
The Macken Brothers:
http://mackenbros.co.uk/
Abel and Cole:
http://www.abelandcole.co.uk/
Riverford Organic Farms:
http://www.riverford.co.uk/
The Well Hung Meat Company:http://www.wellhungmeat.com/index/club_175734785.htm
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