6th February 2014 (Pre-) launch experience and first analysis

„3 weeks from idea to launch”

27th February 2014 Recommendations

„Which actions do I want to take?“

Christoph Melerski

Part 1

“ I like fruit

juice. Who

doesn’t?!

But the one I am

having right

now is

unhealthy”Labib

Bangladeshi juice lover

The Dhaka problem.

“ I haven’t found a

shake below 60 Taka”

AndrésMexican juice lover

“ Western juice

combos don’t

exist here”

BjØrnDanish juice lover

What?

Milkshakes

When?

Launch in

July 2012

Where?

Mirpur, Dhaka,

Bangladesh(10min walk from

Grameen Bank; next to a

school; opposite a park)

Value?

Affordable

Healthy

Different

The Mirpur solution.

Last pre-launch preparations

My partner?

Faisal

27 years old

Lecturer at Dhaka‘s

Banking Institute

The parties involved.

Employee?

Borhan

18 years old

Orphan

Friend of Faisal‘s

Signature of rental agreement

Painting the shop

3 drinks(1 fruit + 1 special)

The product range.

M – A – B 60 – 30 – 10

The numbers.

0

10000

20000

30000

40000

50000

60000

70000

Conservative weighting

800/m

0

10000

20000

30000

40000

50000

60000

70000

Current weighting

625/m

M – A – B 100 – 0 – 0BE: 32 drinks/day

BE: 25 drinks/day

Fruit

Yoghurt/Milk

Paper cup /straws

Powder

50 Tk

37.5 Tk

Example – cost structure: 1x Mango-Chili

(NB: most costly to produce)

৳50 = ₹40.15

Any drink = 50 TakaSize = 350ml

Assumption: 25 working days

Assumption: 25 working days

The sustainable aspect.

Economic

Social

Environment

Upon reimbursement,proceeds to Frenchmanaged orphanage

In exchange for work, accommodation, education and pocket money

Use of paper cups and reduction of waste

Part 2

Advertisement.

How and what?

Product range.

What to change?

Seasonality?

Landlord.

How to cope with

uncertainty of being

kicked out?

The major challenges.

Customer Relationship

Management.

How to alter Borhan’s

mindset?

What? (I/III) Promotion

Ease of implementation(speed, resource

required)

Impact

Simple

Complex

HighLow

Loyalty card

Social business„certificate“

Message byM. Yunus

Sampling

Printed + distributedT-Shirts (Grameen

Uniqlo)

Flyers, stickersand posters

What? (II/III) Product

Introduction of 2nd size – 200ml• Availability ?• Customer preference ?

Fitting lids

Messages/art on cups• eg. “An apple a day keeps the

doctor away”

List “Grapes“ to counteract Mango’s seasonality

Edible straws• Availability ?• Customer preference ?• Age group ?

What? (III/III) Other actions

Expenditures

Lack of proactive /entrepreneurial

mindset

Uncertainty as for rental agreement

Constant review of available commercial

space in Mirpur

Constant training• role-plays• self-esteem

Financing of investment and

expenditures

Roadmap

When?

Assistance?

Off-site: nowOn-site:

15th March 2014

Faisal

Arnaud(French employee at NGO)

Stefan(German microlender)