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AllerGanic

AllerGanic. Convenient, Tasty Snacks, Without an Epi -Pen. AllerGanic Granola Bars Allergen Free Granola Bars Omit 8 most common food allergens, including nuts, gluten, soy 15 million American with food allergies 2010 granola bar sales were $1.7 billion

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AllerGanic

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  1. AllerGanic • Convenient, Tasty Snacks, Without an Epi-Pen

  2. AllerGanic Granola Bars • Allergen Free Granola Bars • Omit 8 most common food allergens, including nuts, gluten, soy • 15 million American with food allergies • 2010 granola bar sales were $1.7 billion • Sold in supermarkets, organic grocers, and online retailers • Diverse team with a common passion for organic foods

  3. Why AllerGanic? • For consumers with food allergies • Food processing makes many foods uneatable • Most allergen afflicted individuals spend more time preparing food, and value convenience more

  4. Potential Market • Limiting distribution to the western US • Potential market size is 2.8 million consumers • Market will grow faster than population due to 3% growth in food allergy population • Organic foods growing at 15% annually

  5. Market Segmentation • Primary Segment: • Allergen Afflicted individuals • Conduct extensive research • Spend more time preparing food • Shop at organic establishments • Sub Segments • Parents • Young adults

  6. Market Segmentation • Secondary Segment: • Gluten-free consumers • Similar psychographics to primary segment • Shop at chain retailers

  7. Competition • Allergen Free Competitors • Brands such as Nonuttin’, Angie’s and Orgran that offer snacks such as trail mix, muffins, crackers, and chips • Enjoy Life offers similar products • Home made granola bars, fruits and vegetables • Established producers exist, but none with a commanding market share • Most are regional and local producers

  8. Competition • Organic granola bar competitors • Kashi, Nature Valley • Have large market share and substantial brand equity • Unlikely to compete due to cross contamination

  9. Product Development • Basic product is developed • Need to refine exact formula • Requires flavor specialist and a month • Equipping facilities for production • 4-6 weeks

  10. Marketing Plan • Focus on awareness, information, trial use • Advertising • Banner ads on food websites • Full page ads on food articles • State excellent taste and allergen free • Emphasize convenience

  11. Marketing Plan • Sales Promotions • Advertisements direct consumers to website • Offer free coupon in exchange for consumer information • Spur trial use, build consumer database, and inform expansion decisions

  12. Marketing Plan • Personal Selling • Focus on increasing distribution to supermarkets, organic grocers, and online retailers • Search Engine Optimization • Include many words that consumers will use in search engines

  13. Administration Staff • CFO- Jesse Fisker • COO- Zack Hood • Marketing and personal selling • Phil Howard and Jason Perry

  14. Industry • NAICS: 311340 • Granola bars and clusters • RMA industry averages

  15. Income Statement

  16. Selected Balance Sheet

  17. Our Needs • What: $200,000 • Why: Purchase machinery, pay bills • When: 2013, for first 18 months • How: 40% of stock, buyback within 10 years for $1,000,000 • Or else, what:personal debt by 2014

  18. Questions?

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