good food for good September 2013

philosophy good food for good believes in making a difference, one meal at a time we promise: good food, the way it should be – pure and simple. good business, that exists to make this world a better place.

good food fresh local artisnal

good business – we will donate a meal with every purchase to fight world hunger.

Looking for healthy options Looking for world cuisine. How and where food is produced? Convenience still rules

products Ethnic inspired packaged food made locally with fresh and local ingredients without any preservatives.

target I am calling them Health foodies – the age can vary and so can the sex. They could be urban or subarban but what’s comman is that they love FOOD and FLAVOUR and VARIETY. They are adventurous in their food choices and eat world cuisine. They aspire to cook the variety of the food they eat out of home in home. They believe in GOOD quality REAL ingredients. They like to shop at their local farmer’s markets for produce and for local artisanal products. Above all they believe in “we are what we eat” and they take good care in choosing what they are putting in their bodies. They are busy and even though they would love to cook everything from scratch but they welcome any help they can get from products that are fresh and are made with real food.

product possibilities We promise to our consumers a no compromise convenience. We should not have to compromise on taste, quality and health profile of our food for convenience. World cuisine

product examples

introducing

WHY INDIAN?

Recipes require several ingredients that are not commonly available Most Indian spices are sold in quantities much larger than what is required for the recipe Some consumers prefer helper kits to ready to eat foods because it allows them to enjoy the pleasure of cooking Some consumers prefer “fresh” helper kits, e.g. fresh pasta sauces vs. traditional pasta sauces Increasing amount of consumers are looking for foods with “no artificial colours and flavours” Home cooks need a helping hand Canadians are searching for indian recipes more than any other ethnic recipes

Indian cooking is complex and requires a lot of ingredients

Indian food market hugely underdeveloped as compared to UK- with a similar ethnic makeup

Market Opportunity Data on UK Data on restaurants - Urbanspoon Data on demographics

MARKETING PLAN

products and benefits Benefits Delicious Convenient Fresh Local Artisanal Made with food – no artificial colors and preservatives Vegetarian, vegan, lactose free, gluten free

New product innovation timeline 2014: 4 cooking sauces and 2 dips 2015: 4 soups and 2 dips 2016: 4 sides starter kits and 2 drink 2017: Specialty Teas

Packaging Contemporary Clean and transparent Ingredients in the front

pricing Pasta sauces Shelf stable Classico 650 ml: $3.99 Oliveri pasta sauce 300ml: $ 5.29 Based on this analysis and seeing the price of shelf stable ethnic cooking sauces. We propose to retail 300ml cooking sauce for $7.99. This is only 2x more than the leading shelf stable Indian cooking sauce brand Pataks that retails for 5.49 for a 400ml jar.

Promotions 92 percent of people trust recommendations from friends and family above all other forms of advertising when making a purchase decision

Good for good - STEPPS Social currency – people share things that make them feel good about themselves – making a difference Triggers – meatless Monday – good food for good Monday Emotion – Public - working on incorporating a band – supporting fight against hunger in packaging Practical value- ease and taste Stories – my personal story and how we reached at launching good food for good

Prelaunch (October- April) Objective: Spread awareness

Promotion WOM Prelaunch – Fundraising parties and cooking classes, personal blog Launch – sampling, events, blogger campaign, cooking classes, care days Sustain – search EO, Social ad, sampling events, care days, raise your hand to fight hunger.

Launch & sustain (May onwards) Awareness and acquisition Retention/advocacy Raise your hand to fight hunger day

Launch & sustain (May onwards) Awareness and acquisition Retention and advocacy Raise your hand to fight hunger day

Sales Phase 1 May 2014– September 2014 Farmer’s Markets Forecast: Phase 1 May 2014– September 2014 Farmer’s Markets Forecast: Phase 2 September 2014 – May 2015 Farmer’s markets Specialty retailers Forecast: Phase 2 September 2014 – May 2015 Farmer’s markets Specialty retailers Forecast: Phase 3 June 2015 onwards Farmer’s Markets Specialty retailers National retailers Forecast: Phase 3 June 2015 onwards Farmer’s Markets Specialty retailers National retailers Forecast:

Operations Municipal kitchen Cooking logistics Federal kitchen/ co-packer Federal kitchen in other regions Responsive supply chain – producing as we need to maintain freshness. No capital investment in plant and equipment – using co-packers and thirdparty storage and logistics. Partners Local farmers - Tbd Spice importers - Tbd Container suppliers - Tbd Municipally/Federally inspected kitchens or co-packers - Tbd Cold storage and transportation - Tbd Farmers markets and retailers - Tbd Vendor  Transport  Cold storage  Transport  Kitchen  TC transport  Cold storage  Transport  Market

Financials

Risks & Mitigation