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The Urban Barbecue

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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The Urban Barbecue

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  1. The Urban Barbecue

  2. Our Mission Design a grill for indoor use that is • safe • portable • compact • comparable to an outdoor barbecue grill in its taste benefits

  3. Pur-Aire FiltrationTM

  4. 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

  5. Potential Market Households in Housing Units with >= 5 units in structure Total Potential Market 15,859,000 Income over $35K/year 48.8% Market for target income 7,739,192 Living in urban area 75.2% 5,819,872 Total Target Market source: Statistical Abstract of the United States, 1997 Ed.

  6. 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) Stove-top (Jenn-air, >$600) high-end kitchen appliances (The Urban Barbecue, $100)

  7. 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

  8. 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

  9. 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

  10. 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.”

  11. “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.”

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