1. Presented by: Javaphile Co. Jenna Galtieri and other students
Perfectly Pre-Portioned for Your Busy Lifestyle
Presented by: Javaphile Co.
Jenna Galtieri and other students

2. Overview About Our Company Our Products Supply Chain
New Product Development
Market Analysis
Target Market
Competitive Analysis
SWOT Analysis
Our Newest Innovation
Varieties
Sales and Marketing Strategy
Pricing Strategy
Comparing Our Prices
Sales Forecast
Sales and Marketing Budget
Revenue Goals

3. More efficient, convenient, cost effective ways to brew coffee
Our Mission
Product:
Coffeeology.
innovative coffee products of exceptional quality for the barista at heart
Economic:
sustainability
guarantee that all our products are made from and wrapped in the most eco-friendly packages possible
Social:
make every day a great day for our customers
a person with a cup of coffee in hand is a person ready to change the world!
History
Founded in 1995
More efficient, convenient, cost effective ways to brew coffee

4. Our Products Bagged coffee Mugs Coffee creamer Coffee lover gifts
Whole bean
Premium line
Decaffeinated
Mugs
Travel (insulated/ non-insulated)
Disposable
Ceramic
Coffee creamer
Milk-free
Sugar free
Seasonal
Coffee lover gifts
Gift cards
K cups

5. Supply chain Coffee grounds from Specialty Java
Filters from Melitta Bamboo Coffee Filters
Manufacturing – owned by Javaphile Co.
Distribution through Javaphile Co.
Retailers’ Distribution Centers – Wegman’s, Walmart, Giant, Sam’s Club
Retailer
End user

6. New Product Development
New product strategy
Increase Javaphile’s revenue and market share
Market orientation- Our philosophy assumes that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a product.
We want to stay true to our mission statement:
Idea generation
consumer focus group
focusing on Generation X and Y, Baby Boomers and Teens
suggestions that we received via social media
Idea Screening
customers decided that our “perfect pod” was the product that they most wanted to see in stores.

7. Industry Size, Growth, and Trends
Market Analysis
Industry Size, Growth, and Trends
Retail Market for Coffee Industry: On-premises, off-premises and online sales of hot, iced and instant coffee, as well as sales of coffee beans and ground coffee.
Annual average revenue
U.S. – $27 billion
Global - $100 billion
Estimated annual growth of 2.7%
Coffee- second largest commodity
54% of Americans consume coffee daily (100 million people)

9. Target Market
Prefer the low-cost, convenient, and sanitary benefits of brewing coffee at home
Don’t desire to purchase new brewing system
Households
Students
Mid-West United States
No Starbucks/ Dunkin Donuts
Establish Javaphile Co. brand name

10. Competitive Analysis The Competition Barriers to Entry Folgers
Starbucks
Green Mountain
Coffee bean prices
High up-front investment needed to grow significantly
Strong brand recognition of major players
Economies of scale 

11. SWOT Analysis Strengths: Weaknesses: Opportunities: Threats:
Sanitary, convenient, perfectly pre-portioned, mess-free, brews a modern size 12oz cup of coffee, eco-friendly, works in traditional coffee brewing system, costs less then 75¢ per cup
Weaknesses:
Can’t use in Keurig brewing system
Opportunities:
At home, no need to purchase new brewing system
Threats:
Competitors, yet huge market share; supplier issues

12. Our Newest Innovation The Perfect Pod Why it’s Great: Sanitary
Brews a modern size cup of java
Convenient
Eco-friendly bamboo filters
Perfectly pre-portioned
Works in traditional coffee makers
No Mess
Costs less than 75¢ per 12oz cup

13. Varieties Mug Size – 12oz Mild, Medium, Dark Roast On-the-Go – 24oz
Hazelnut, Mocha, French Vanilla, Chocolate
Full Pot – 72oz
Seasonal: Peppermint Mocha

14. Sales and Marketing Strategy
PROMOTION
Advertisement starts 2 weeks prior to launch
To inform about product
ads in grocery stores
inserts in grocery store flyers
Commercials – during breakfast hours
social media
Once product hits shelves
advertisements continue
demonstrations and taste testing

15. PLACE
Where to find perfect pod?
Main retailers will include:
Walmart
Sam’s
Wegman’s
Price Chopper
Weis
Giant

16. Pricing Strategy Our costs per pod: $0.24 Our price per pod: $0.72
Our profit per pod: $0.48

17. Our costs per can: $4.82
Our price per can: $14.46
Our profit per can: $9.64

18. Comparing Our Prices
Average cup of brewed coffee: $1.38.

19. Sales Forecast
1 unit = 1 can

20. Sales and Marketing Budget
For our first year, we project gross sales of approximately $26.9 million.
Introductory stage
devote 10% of our gross revenue
$2.7 million
Growth stage
devote 20% to 25%.
$5.3 to $6.7 million

21. Revenue Goals Our first month: $1.1 million Our first year:
Short-Term
Long-Term
Our first month:
$1.1 million
Our first year:
$26.8 million

22. Let’s Sum it Up! Our latest innovation has 8 great features!
Capture attention, increase consumer interest and desire, and ultimately result in purchases
Less than $15 per container, or $.72 per cup
With product awareness, affordable pricing, and great consumer benefits we are anticipated demand of 75,000 units in intro stage
We anticipated our first month’s revenue to be $1.1 million.