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The Urban Barbecue. Our Mission. Design a grill for indoor use that is safe portable compact comparable to an outdoor barbecue grill in its taste benefits. Pur-Aire Filtration TM. Market Positioning. Target Customer

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Presentation Transcript
our mission
Our Mission

Design a grill for indoor use that is

  • safe
  • portable
  • compact
  • comparable to an outdoor barbecue grill in its taste benefits
market positioning
Market Positioning

Target Customer

  • City dwellers living in residences without ready access to outdoor areas

Trends in the Market

    • Interest in gourmet cooking
    • Kitchen as the modern “family room”
    • Stylish kitchen appliances
potential market
Potential Market

Households in Housing Units with >= 5 units in structure

Total Potential Market


Income over $35K/year


Market for target income


Living in urban area



Total Target Market

source: Statistical Abstract of the United States, 1997 Ed.

product economics
Unit Cost $29.89 (wholesale at $49.98)

3 years to penetrate market

Sales: 115K units/year

Product Economics

Price Point: $99.95

basic outdoor

(Weber, $49.95)


(Jenn-air, >$600)

high-end kitchen appliances

(The Urban Barbecue, $100)

functional benefits
Functional Benefits
  • The Urban BBQ boasts an impressive list of features, including…
    • Polished stainless steel construction
    • One-touch electrical ignition
    • Easy-on/easy-off butane fuel canister
    • Quick disassembly for cleaning and storage
    • Dishwasher-safe components
    • Compact, lightweight
safety features
Safety Features
  • The Urban BBQ is designed for the safety of you and your family with...
    • Stable base unit
    • Proprietary Pur-Aire™ filter system to remove odor and smoke
    • Non-volatile butane/propane fuel mixture
    • Heat-insulated safety contacts on base and handles
bbq statistics
BBQ Statistics
  • 55% of grill owners say their next purchase will be a gas grill (29% say a charcoal grill)
  • 54% of non-family households own a grill
  • In 1995 there were 74 million BBQ households, up from 63 million in 1987

-Barbecue Industry Association

what people are saying
What People Are Saying

“It’s nice enough to put on my kitchen counter.”

“The style is good, reminds me of a Weber, but nicer.”

“I would want it to look sturdier.”

“It’s important that it heats up quickly.”

“No matter how safe it is, I wouldn’t want a plastic BBQ.”

“The size is good. It looks like a tiny space ship.”

“It definitely needs handles…you could even move it to the kitchen table.”