Paleo For U Tom Bailey Courtney Price Chuck Spearman Nathalie Tran
Overview Marketplace Analysis Internet Marketing Strategy Identifiable Marketing Objectives Strategy and Action Plan Budget and Metrics Preview of our Website
Who We Are Customized paleo diet meal planning Multiple plan options to fit all needs Meals can be delivered or picked up in-store. Focus on partnerships with CrossFit gyms in the San Francisco area. Use all locally grown products 3
SWOT Analysis Strengths Convenience of meal planning and preparation Locally grown products ensure high quality fresh goods Meals can be delivered to home or gym locations or picked up in our local store Weaknesses New company with no prior grocery or meal planning reputation Recruiting and retaining qualified nutritionists to provide personal consultation Must find local organic farmers to buy in bulk from
SWOT Analysis Opportunities Could expand from San Francisco to other metropolitan areas Expansion into other lifestyle diets Joint venture/merger opportunity with CrossFit, Inc. Threats Multiple competitors could gain entry into market Price wars with competitors that do not offer locally grown products
Internet Marketing Strategy Target Market Analysis Age: years old Average Household Income: >$100,000 Approximately 27% of the population in the San Francisco Bay area 1 Multi-Segmented Marketing Strategy Common Interest: Physical well-being & willingness to invest in it Differentiation Strategy: Product quality Personal consultant Positioning Strategy: We want to attract customers because of our superior product quality, not because we have the lowest price. Pricing Strategy: Premium pricing Bundle pricing for long-term meal plans
Identifiable Marketing Objectives Brand Awareness Relationship management High incentive referral program Product Quality Focused on quality, not price Organic, locally owned products Personal consultant Increase Market Share Target CrossFit gym members and offer discount Utilize differentiation strategy 7
Action Plan Utilize search engine optimization (SEO) Create a monthly newsletter Utilize our CrossFit gym partners and have a link to our website on their website. Establish partnerships with local farms 8
Social Media Strategy Hashtag: #paleoforu Facebook: Company Page Advertisements Instagram: Have customers wear Paleoforu.com t-shirt and post before/after weight loss pictures and videos. ▪ Have contests to increase participation Twitter: Create account Have contests to increase participation Blog: Branch of our Paleoforu.com website Provide updates about upcoming meals, contests, promotions
Budget Paid Promotional Activity Facebook Ad Banner Ads on Paleo Website Banner Ads on Nutrition Website Link to our website from our CrossFit gym partners’ website. Referral program Non-Paid Promotional Activity Crowdsourcing CrossFit gym trainer reviews
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