paleo for u tom bailey courtney price chuck spearman nathalie tran
TRANSCRIPT
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