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Milestone 4: Draft of Marketing, Sales/Distribution & Partnership Plan

Milestone 4: Draft of Marketing, Sales/Distribution & Partnership Plan. Fred Behnke, Peter Warren, Adam Parmer, Daniel Wendt. Business Model. Loyalty business model P remium business model Bricks and clicks business model Service economy. Direct Channel. No intermediaries

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Milestone 4: Draft of Marketing, Sales/Distribution & Partnership Plan

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  1. Milestone 4:Draft of Marketing, Sales/Distribution & Partnership Plan Fred Behnke, Peter Warren, Adam Parmer, Daniel Wendt

  2. Business Model • Loyalty business model • Premium business model • Bricks and clicks business model • Service economy

  3. Direct Channel • No intermediaries • Novelty is in buying directly from food truck • Direct sales force • Food truck staff directly sells to end consumer • Expensive Costs • Paying for overhead, vehicle insurance, utilities, fuel for direct sales • Hard to coverage large regions • No intermediaries, but the mobility of a food truck expands our reach over normal bricks and mortar store • Often needed for complex or new type of product sale • Complex- food needs to be prepared on site for customers • New- food trucks are unconventional, convenient way selling product

  4. Direct Channel • Location/Industry focus of direct channel • Mobility of food truck gives us opportunity to find strongest market • Bucks County, specifically Doylestown seems realistic because • Higher income and large commuter population • Accessibility to local farms and farmers markets • Strong connection to local small business • Industry focus of direct channel • Strong demand in organic food industry from • organic restaurants (i.e. Elevation Burger) • supermarkets (i.e. Whole Foods) • Farmer’s markets (form of indirect channel)

  5. Promotional Plan • Market: who is the audience for our communication? • Mission: what is the objective of the communication? • Message: what needs to be communicated? • Media: what vehicles (TV, print, radio, web, trade shows, coupons, etc.) will be used? • Money: what is the budget for the marketing effort? • Measurement: how will the results of the effort be measured?

  6. Market: Who is the audience for our communication?

  7. Communication objective 1. To gain food truck customers through word of mouth, print and social media 2. To promote importance of organic food trends and supporting local economy through menu items, packaging, and infographics on truck

  8. Message Communicated • To reach our target markets with our • product mix of organic, tasty dishes • value proposition of being fast, good for you and the local economy • mission of educating on sustainability, healthy eating habits and corporate food practices • location or area of operation through real-time social media updates

  9. Media vehicles • Print options • Farmer’s Market programs • Chamber of Commerce Newsletter Advertisement • Local Print Newspaper Ad or Article • Bucks County Herald • Doylestown Intelligencer • Online Newspaper Ad or Article • http://www.phillyburbs.com/ • http://www.buckslocalnews.com/ • http://doylestown.patch.com/ • Vehicle Wrap • Designed by Graphic Design Consultant, Sarah Gehman • Applied by Sign Effects, LLC • Social Media • Facebook • Twitter • Foursquare • Packaging • Plates, plastics, cups, napkins with logo (included in EcoProducts bulk costs)

  10. Marketing Budget/ Promotional Plan • Food Truck full-wrap $1,500 • Included in $50,000 cost of truck • Print Advertisements • Bucks Local News $712 • 4x @$178 each (includes 3,500 online weekly impressions) • Bucks County Herald $212 • 12x @ $20 each Total $2,424

  11. Quantifying Promotional Measurements • QR codes in Newspaper Ads • Track number of views and follow ups • Clicks from online news sites to website • Google Analytics to track hits from news sites • Social Media Promos • Facebook, Twitter Analytics • Contests, giveaways, and events to engage customers • Four-square check-ins • Discounts for most-loyal customers

  12. Compensation • No commission (sales will be over the register). • Employees will be paid on hourly basis. • Managers/Owners have agreed to not take out any money through 4 years. • Bonus programs will be made for reaching a certain number of sales in a given month (4200 customers in a given month*). *Assuming 200 customers a day for 21 days of operation

  13. Direct Sales Model • By using the truck, we will be going to the customer in a direct sales method. • We will also be marketing ourselves through the use of social media, taking our message directly to the customer • The use of this model allows us to get instant feedback from the customer, and allows us to pursue our image of caring about our customers by having the chance to interact directly with them.

  14. Sales Forecast • Projected 2-year Income Statement • Attached in Excel Spreadsheet • Part of Comprehensive Financial Statements for Milestone 5

  15. Self-Critique • Strengths • Direct channel marketing • Strong Partnerships and Accessibility to Local Farms • Lower startup costs than bricks and mortar • Weakness • Quantifying demand and compensation are difficult until open • Reliance on word of mouth and social media for advertising

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