paleo for u tom bailey courtney price chuck spearman nathalie tran

Paleo For U

Tom BaileyCourtney PriceChuck SpearmanNathalie 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

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SWOT Analysis

StrengthsConvenience 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

WeaknessesNew 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

OpportunitiesCould expand from

San Francisco to other metropolitan areas

Expansion into other lifestyle diets

Joint venture/merger opportunity with CrossFit, Inc.

ThreatsMultiple competitors

could gain entry into market

Price wars with competitors that do not offer locally grown products

Internet Marketing Strategy

Target Market AnalysisAge: 22-50 years oldAverage Household

Income: >$100,000Approximately 27%

of the population in the San Francisco Bay area1

Multi-Segmented Marketing StrategyCommon Interest:

Physical well-being & willingness to invest in it

Differentiation Strategy:Product qualityPersonal consultant

Positioning Strategy:We want to attract

customers because of our superior product quality, not because we have the lowest price.

Pricing Strategy:Premium pricingBundle pricing for long-

term meal plans

Identifiable Marketing Objectives Brand Awareness

Relationship management

High incentive referral program

Product QualityFocused on quality, not

priceOrganic, locally owned

productsPersonal consultant

Increase Market ShareTarget CrossFit gym

members and offer discount

Utilize differentiation strategy

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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

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Social Media Strategy

Hashtag: #paleoforu

Facebook:Company PageAdvertisements

Instagram:Have customers

wear Paleoforu.com t-shirt and post before/after weight loss pictures and videos.▪ Have contests to

increase participation

Twitter:Create accountHave 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

References

1. www.demographia.com2. www.eatdrinkpaleo.com3. www.news-sap.com