1. Team P – Original Name: Organic Food Platform
Number of
customers
FOODZONE
yesterday: 10
Total Number
of customers
this week: 45
Platform to bring together food manufacturers,
distributors & retailers and facilitates distribution.
Alessandro Pradelli Joyce Jabbour Mallie Timiraos Marcos Sheeran Yong Kwon
Columbia
Business
School FOODZONE

2. The 5 stages of Lean Launchpad
Columbia
Business
School
FOODZONE

3. The 5 stages of our canvas
Day 1 Day 2 Day 3 Day 4 Day 5
Columbia
Business
School
FOODZONE

4. Foodzone Canvas
• Trade Shows • CRM • Direct sales 1. Manufacturers of
• Distributors • User 1. Manufacturers • Strategic specialty packaged
of natural & interface showcase their partnerships goods
specialty management products and link (trade shows,
products & integration with retailers and magazines, 2. Small and mid-
• Media distributors associations…) size retailers of
specialty products
2. Retailers can
• Tech staff & easily access A one-stop website
programming curated new where
tools products with peer manufacturers and
• Business reviews, popularity, retailers can
Development and media coverage connect
1. Subscription fees (including additional services)
• Staff
2. Transactions fees incl. sales commissions on
• IT costs
long-term contracts
3. Free for retailers

5. Homepage

6. Content sample
Price Range
# Facebook Friends
# Twitter Followers
Media Exposure
Customer Reviews
Recent Sales Volume

7. Specialty food value chain
Bodegas &
Broker
(5-8% GM)
local stores
(30-40% GM)
Small &
Manufacturer Distributor mid-sized Consumer
(25-30% GM) stores
(30-40% GM)
Direct Sales
Scope of FoodZone (web, direct Large Retail
sales to all chains
(35-45% GM)
others)
Columbia
Business
School FOODZONE

8. Market Opportunity
• Assuming 1% of
the total U.S.
sales of specialty
Total Total
foods, the target
Target Market
US Food Specialty
~$7Bn
market is
Industry Foods
$673Bn [1] $75Bn [2]
(1% of SAM) approximately $7
billion
[1] Organic Trade Association’s 2011 Organic Industry Survey,
2010
[2] The National Association for the Specialty Food Trade, The
State of the Specialty Food Industry 2012
Columbia
Business
School FOODZONE

9. Marketing Campaign
• Increase online / email visibility:
– Banner and newsletter content exchanges with:
• Food fairs
• Online version of food magazines
• Industry associations
– Google ads and adwords
• Direct promotion:
– Exhibit and hand out brochures at food fairs
• Partnerships:
– Work with associations to reach out to their members (win-win
situation)
Columbia
Columbia
Business FOODZONE
FOODZONE
School

10. What We Learned
From our interviews:
• The main concern for food retailers is increasing their sales
• The main concern for food start-ups is increasing their sales
• It’s difficult and time consuming for food retailers and food start-
ups to connect
From the class:
• It’s not that hard to get people to talk to you!
• And it’s completely worth it to talk to them
• It’s easier to identify individual pain points than to extrapolate
themes
• Working successfully in a team under time pressure requires
organization and communication
Columbia
Business
School
FOODZONE

11. Next steps
• More data needed: set additional interviews with retailers
and start-ups
• Test additional service ideas:
– weekly shipments of a selection of samples tailored to the
retailers’ needs
– services facilitating new product demos in the stores
• Analyze logistics options: discuss partnership model with
shipping companies
Columbia
Business
School FOODZONE

12. Appendix 1: Current Competitor Offering

13. Appendix 2: Thought Process