The document outlines a market analysis and business plan for a new meal kit product called Pure Creations. It found that women aged 24-34 with high incomes and careers are the primary target segment as they value convenience and healthy options. The meal kits will provide organic, pre-portioned ingredients for exotic dishes in single-serve packets. Financial projections estimate over $100,000 in monthly sales within a year of launching through guerrilla marketing events and social media campaigns targeting busy professional women.

1. Pure creations

2. Data Analysis
• Consumers are leading busier
lives
• Australian household sizes are
changing
• The way people consumer and
view food is changing

3. Data Analysis

4. Data Analysis

5. Primary Target Segment
• Women with high
incomes
• High Career aspirations
• Highly Educated
• Highly likely to buy!

6. Key Insights
• 2.6 million Women aged 24-34
Australia wide
• Healthy needs to be convenient
• Dietary requirements
• Inordinately time poor
• Flavour seekers
• Combo benefits

7. Persona – Primary customer

8. Persona – Primary customer

9. Positioning Map
Minimal extra ingredients
required adding
Many extra ingredients
required adding
MinimalDietaryrequirements
met
Manydietaryrequirements
met

10. Unique Selling Proposition
• Australian grown organic ingredients
• Uses new dehydrating technology
• Range of flavours
• Convenience and stress free
• All ingredients
• Allows input
• Minimal preparation and cooking time

11. Product Attributes
Size: Single - two serve packet
Packaging: 100% recyclable with tear
function at the top
Manufacturing process: Individual
ingredients will be packaged in a vacuumed
sealed biodegradable packet
Price: Value-based pricing strategy $12.95 for
three SKUs

12. Product Packaging/Design

13. Product Benefits
Price value: Cost effective
Convenience value: Pre-sliced, cut, and crushed
ingredients, easy to follow process and contains
all ingredients (excluding meat)
Sense value: Viewing window, ingredient entices
the taste senses
Emotional value: Stress-free, easy alternative,
experience new cuisines
Confidence value: Confidence in health and dietary requirements
Self-expansion value: Indulge in home cooking, expand on recipe

14. Competitive Advantage
All in one: Our kit offers both organic
and no-artificial-preservative
ingredients
• Caters to a variety of dietary
requirements such as GF and DF
Exotic flavours and cuisines: Focus
on developing ethnic meals that are
considered “hard to prepare”.

15. Financial Business Case
Volume (tonnes) (Year 1) 2016 (Year 2) 2017
Total ready meal market
(Source: Passport 2014)
111,508.78 114,046.81
% Awareness 30% 40%
% Trial 10% 15%
% Availability 20% 30%
% Repeat purchase 15% 15%
Meal kit Sales 100 308
Volume (kits)
Meal kits
701,481
(692,481 for sales
9,000 samples)
2,160,561
(2,145,561 for
sales
15,000 samples)
2016 2017
Total meal kit revenue 5,223,615 16,184,682
Revenue from Machine
leasing 790,000 1,580,000
Total Revenue ($) 6,013,615 17,764,682
Dri-it MACHINE 1,610,800 4,191,264
COGS 3,706,158 11,414,965
Warehouse (1,200/week)
57,600 57,600
DISTRIBUTION 1,000,000 1,500,000
MARKETING 100,000 300,000
Total Cost ($) 6,474,558 17,463,829
Profit (460,943) 300,853
COST OF GOODS SOLD
Spaghetti
Bolognese($)
Chinese Sweet and
Sour ($)
Indian Curry
($)
Ingredients 3.49 3.32 3.26
Package 1.56 1.56 1.56
Labour 0.37 0.37 0.37
Total COGS per unit 5.41 5.25 5.19
Price for retailer/gym
(30% margin)
7.73 7.49 7.41
PRICE FOR END-USER
(40% margin)
12.89 12.49 12.35
RPP 12.95
All-in-one Exotic flavours & cuisines

16. Financial Business Case
Pre-launch L
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Sales 346 1,039 1,039 7,963 17,312 27,699 34,624 41,549 48,474 55,398 69,248 76,173 83,098 103,872 124,647
Awareness 10% 30% 60%
Trial 5% 20% 50%
Availability 10% 20% 40%
0
20000
40000
60000
80000
100000
120000
140000
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Pre-launch L
Monthly Sales Forecast
Sales
Melbourne
regions
159,240 target
customers

17. Commercialisation
Product Launch - Guerrilla marketing
• Cost effective
• Drives Trial
• Be where our targets are
Launch Events:
• Queen Victoria Market Night
• Launch Male Delivery to CBD Offices
• Train Stations pop up
• Sarah Todd competition (cooks for friends)

18. Communication Strategy
Channels:
• Social media: Facebook, Instagram YouTube, Website
• PR- : Blogs, Brand Endorser, Word of Mouth, Events
Adoption Factors:
Relative advantage
Compatibility
Trialability
Observability/ Visibility
Complexity

19. One Year Plan
Main Objectives:
Pre-launch (April – June 2016)
• To prepare for the successful launch of Pure
Creations in July 2016
• To create visibility for Pure Creations:
products begin to appear at POP
July - August 2016
• Launch
• To raise brand awareness of Pure Creations to 30%
• To encourage 5% of the target market to try
the products
August 2016 - June 2017
• To raise brand awareness of Pure
Creations to 60%
• To raise brand preference to 40% of target
• market
• To increase trialability by 10% for the target
• market
• To attain 15% of repeat purchase
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Sales 346 1,039 1,039 7,963 17,312 27,699 34,624 41,549 48,474 55,398 69,248 76,173 83,098 103,872 124,647

20. Implications
The Power Women 24-34 want this
product!
Product fills a gap
Product is not easily replicated
Below the line -high
engagement
Needs met and some