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CORPORATE DELIVERY OF ORGANIC SNACKS
$3B RESGEMENTED MARKET
[ Andre ]
[ Sales, Biz. modeling ]

[JingShu]
[ Sales, Design, Hacking ]

[ Michael ]
[ Sales, Design, PM ]

[YiXin]

[ Sales, Research ]
OH MY LEANLAUNCHPAD!

Channel / Sales:
• Catering service
companies like Bon
Appetite
• NGOs who are
battling obesity and
GMOs
Supply:
• Snack manufacturers
• Trade Shows
Technology / scale:
• Ecommerce, cloud
support tools
• 3PL (third party
logistics) company

• Curate & discover
snacks to offer best
tasting with best
nutrition facts
• Tech – design and
dev of ecommerce
system (Spree)
• Logistics - Shipping
and warehousing

• Financial: Working
capital
• IP: snack and
nutrition selection
• Human: Field sales
force, Developers,
Biz dev (channel
partners)

• Fixed
o Field Sales & Biz dev
o Development cost
• Economies of scale / variable:
o Working capital: snacks with average 40% of
revenue
o Handling costs via 3PL

• Problem:
It’s difficult to manage
purchasing and estimate
need of snacks for
employees/students

• Initial sale through
field sales force and
occasional check ins
• Personal assistance
via support staff

• Need:
A reliable and efficient
way to order snacks for
healthy, happy,
productive employees
and students
Access to new and
differentiated brands
with most being socially
responsible brands
(CSR benefit)

• Direct sales
• Web sales
• Channel partners like
catering service
companies

• Progressive
universities
o Payer Archetype:
Dining services
director, Coach
for sport teams,
Professors
o User:
employee/student
s
• Fortune 2000
o Payer Archetype:
Cafeteria supplies
person, HR
director
o User: employee

• Recurring subscription through sale of snacks
[Retail Price – company volume discount (0-20%)]
Est. that we get about 30% of retail price as margin
• Subscription fee for value added services later on
We tried to figure out who our customers would be
We tested the model by interviewing university cafeteria managers, café and store managers
and company office manager

Quality of
opportunity
Universities
• There are a relatively limited number of universities
• Most universities need to resell their snacks to price-sensitive students
Resellers
Cafes/Stores
• Smaller cafes wanted new healthy snack providers
• Health-focused cafes were most interested, and have become repeat customers

End
buyers

Companies
• Companies complained that snack choosing and ordering is laborious
• Unpacking snacks is also a waste of time
• Gauging employee preferences is difficult
• There are many companies who want to provide free snacks to employees
OMG’s value chain
Universities

Cafes

Food
ingredient
producers

Companies
w/out
catering

Snack
manufacturers

Packaging
producers

Distributors

Retail

End
consumers

% retail

17%

33%

39%

80%

100%

Retail cost ($)
Dang coconut

0.50

1.00

1.17

2.40

2.99

Example
firms
Omg e245 march 2014 final
Omg e245 march 2014 final
THE CUSTOMER
Employees
Employees
Employees
who are
& community
health conscious

Happiness
Manager

• No catering service •
or distributor
• Tends to be female •
• In their 30s
• Less tech savvy
•
• Strong social network

Office Manager
or CEO, CFO

Employees
who love
unhealthy snacks

Tends to order from
Safeway or Costco
Purchasing is 10-15%
of their job
Reacts to employee
feedback
BUSINESS MODEL CANVAS 2
SALES CHANEL
Catering Service
Distribution Company
Direct
sales/Events
Web
sales/Adwor
ds
Telesales/Sa
mpling

Customers

Health focused
institutions
Experiment
Direct sales
Web
sales/Adwords

Cost

Overview

Yes, Personal touch

High

Important customers

Yes

Medium (under test)

Telesales/Sampli
ng

Yes

Channels

Yes

Medium

Viable through optimization
Under test (conversion rate)

Low (institutions);
Revenue share 5% (distribution)

Must have
Business model canvas 3
What we did – more sales
Sampling & drop offs

Targeting multi locations
& reordering

Partnerships

First order acquisition test
• About 40 drop offs
• No conversions yet after 1 week
• Further experiment built on it (follow ups)

Subscription & sales scaling test
• Director of global operations: stealth
• Free newly discovered samples: Silver lake
• Reordering: Apple, Yammer, Harvard,
Stanford, Sprout, Playphone

Channel sales & cross selling test
• Online marketplace: Channel & delivery 510% commission
• Courier & shipping companies: $15/drop
• Snack vendors: Philz coffee
What we found
3pm snacks

• Core business: Branding & bonding
• Trojan horse: upselling to breakfast, coffee etc.
• Employee productivity research

Employee
engagement
platform

• Point system: feedback loop
• Data & analytics: software
• Defensibility: employee relationships with
upselling and marketing opportunities
Business model canvas 4
USA IS $220B SNACK MARKET
$14B IN HEALTHY SNACKS

RTD Coffee
Meal Replacement
RTD Tea
Healthy Snack Bars
Snack Bars
Healthy Sweet and Savoury Snacks
Yoghurt and Sour Milk Products
Breakfast Cereals
Biscuits
Sports and Energy Drinks
Juice
Bottled Water
Drinking Milk Products
Sweet and Savoury Snacks
Baked Goods

1.5
206.2
3.2
4.5
6.0
5.1
6.7
7.6
11.3

1.7
3.5
4.9
6.3
5.4

213.7
7.1

11.3

8.0

220.2

1.8
3.7
6.6 5.0

5.7
7.5

11.4

8.5

13.2
13.8

13.4
15.1

13.8
15.6

17.4

17.4

17.5

16.8

17.8

18.1

18.9

18.9

19.1

32.9

34.5

36.2

47.4

48.6

49.8

2011

12

13
TROJAN HORSE GROWTH STRATEGY

OFFERS
9AM

EVENTS

GIFTS

SEGMENTS
3PM SNACKS
FOR TECH COMPANIES

BIOTECH

GYMS
MEETINGS

PRODUCTS

TECH: EMPLOYEE
ENGAGEMENT

CAFES
SPORT
TEAMS

CONSUMER

COFFEE
FRUIT

FAMILY DELIVERY

WATER

GEOGRAPHY

STATIONARY
USA

INTERNATIONAL

KIDS BOX
CUSTOMERS SINCE JANUARY

REPEAT

IMPLEMENTING

PIPELINE

+ New Channels
INVESTMENT READINESS

7.5

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Omg e245 march 2014 final

  • 1. CORPORATE DELIVERY OF ORGANIC SNACKS $3B RESGEMENTED MARKET
  • 2. [ Andre ] [ Sales, Biz. modeling ] [JingShu] [ Sales, Design, Hacking ] [ Michael ] [ Sales, Design, PM ] [YiXin] [ Sales, Research ]
  • 3. OH MY LEANLAUNCHPAD! Channel / Sales: • Catering service companies like Bon Appetite • NGOs who are battling obesity and GMOs Supply: • Snack manufacturers • Trade Shows Technology / scale: • Ecommerce, cloud support tools • 3PL (third party logistics) company • Curate & discover snacks to offer best tasting with best nutrition facts • Tech – design and dev of ecommerce system (Spree) • Logistics - Shipping and warehousing • Financial: Working capital • IP: snack and nutrition selection • Human: Field sales force, Developers, Biz dev (channel partners) • Fixed o Field Sales & Biz dev o Development cost • Economies of scale / variable: o Working capital: snacks with average 40% of revenue o Handling costs via 3PL • Problem: It’s difficult to manage purchasing and estimate need of snacks for employees/students • Initial sale through field sales force and occasional check ins • Personal assistance via support staff • Need: A reliable and efficient way to order snacks for healthy, happy, productive employees and students Access to new and differentiated brands with most being socially responsible brands (CSR benefit) • Direct sales • Web sales • Channel partners like catering service companies • Progressive universities o Payer Archetype: Dining services director, Coach for sport teams, Professors o User: employee/student s • Fortune 2000 o Payer Archetype: Cafeteria supplies person, HR director o User: employee • Recurring subscription through sale of snacks [Retail Price – company volume discount (0-20%)] Est. that we get about 30% of retail price as margin • Subscription fee for value added services later on
  • 4. We tried to figure out who our customers would be We tested the model by interviewing university cafeteria managers, café and store managers and company office manager Quality of opportunity Universities • There are a relatively limited number of universities • Most universities need to resell their snacks to price-sensitive students Resellers Cafes/Stores • Smaller cafes wanted new healthy snack providers • Health-focused cafes were most interested, and have become repeat customers End buyers Companies • Companies complained that snack choosing and ordering is laborious • Unpacking snacks is also a waste of time • Gauging employee preferences is difficult • There are many companies who want to provide free snacks to employees
  • 8. THE CUSTOMER Employees Employees Employees who are & community health conscious Happiness Manager • No catering service • or distributor • Tends to be female • • In their 30s • Less tech savvy • • Strong social network Office Manager or CEO, CFO Employees who love unhealthy snacks Tends to order from Safeway or Costco Purchasing is 10-15% of their job Reacts to employee feedback
  • 10. SALES CHANEL Catering Service Distribution Company Direct sales/Events Web sales/Adwor ds Telesales/Sa mpling Customers Health focused institutions Experiment Direct sales Web sales/Adwords Cost Overview Yes, Personal touch High Important customers Yes Medium (under test) Telesales/Sampli ng Yes Channels Yes Medium Viable through optimization Under test (conversion rate) Low (institutions); Revenue share 5% (distribution) Must have
  • 12. What we did – more sales Sampling & drop offs Targeting multi locations & reordering Partnerships First order acquisition test • About 40 drop offs • No conversions yet after 1 week • Further experiment built on it (follow ups) Subscription & sales scaling test • Director of global operations: stealth • Free newly discovered samples: Silver lake • Reordering: Apple, Yammer, Harvard, Stanford, Sprout, Playphone Channel sales & cross selling test • Online marketplace: Channel & delivery 510% commission • Courier & shipping companies: $15/drop • Snack vendors: Philz coffee
  • 13. What we found 3pm snacks • Core business: Branding & bonding • Trojan horse: upselling to breakfast, coffee etc. • Employee productivity research Employee engagement platform • Point system: feedback loop • Data & analytics: software • Defensibility: employee relationships with upselling and marketing opportunities
  • 15. USA IS $220B SNACK MARKET $14B IN HEALTHY SNACKS RTD Coffee Meal Replacement RTD Tea Healthy Snack Bars Snack Bars Healthy Sweet and Savoury Snacks Yoghurt and Sour Milk Products Breakfast Cereals Biscuits Sports and Energy Drinks Juice Bottled Water Drinking Milk Products Sweet and Savoury Snacks Baked Goods 1.5 206.2 3.2 4.5 6.0 5.1 6.7 7.6 11.3 1.7 3.5 4.9 6.3 5.4 213.7 7.1 11.3 8.0 220.2 1.8 3.7 6.6 5.0 5.7 7.5 11.4 8.5 13.2 13.8 13.4 15.1 13.8 15.6 17.4 17.4 17.5 16.8 17.8 18.1 18.9 18.9 19.1 32.9 34.5 36.2 47.4 48.6 49.8 2011 12 13
  • 16. TROJAN HORSE GROWTH STRATEGY OFFERS 9AM EVENTS GIFTS SEGMENTS 3PM SNACKS FOR TECH COMPANIES BIOTECH GYMS MEETINGS PRODUCTS TECH: EMPLOYEE ENGAGEMENT CAFES SPORT TEAMS CONSUMER COFFEE FRUIT FAMILY DELIVERY WATER GEOGRAPHY STATIONARY USA INTERNATIONAL KIDS BOX

Notas do Editor

  1. $3B is purchased at companies