1. Total: 60
interviews
Team 22
Joyce Chang  Leslie Sanchez  Daniel Friedman  William
Dumesnil

2. KP Key Partner
KA Key Activities
• Partners:
• Distributors
• Retailers
• Suppliers:
• Wholesale
Japanese
matcha
• Bottling and
Packaging
• Production
• Design
(Bottle/Kcup)
• Education
VP Value Proposition CR Customer
Relationship
• All-natural
ingredients
• Relationship with
• More antioxidant
customer: We are
than regular green
the authority on
tea and coffee
matcha
• Anti-aging / detox
• Our product is
• Brand – quality
self-service
matcha products
• We will need to
/lifestyle brand
educate
customers about
benefits of matcha
KR Key Resources
• Physical:
commercial
kitchen
• Marketing and
Branding Power
• Financial: start-up
costs of $30k+
CS Customer
Segments
• Tea and coffee
drinkers
• Health and aging
conscious
• Busy
Professionals
CH Channel
• Food trucks
• Fairs / pop-up
shops
• Markets (ie. Whole
Foods)
• Corporate
Cafeterias
• Drug stores
• Fitness / yoga
studios
• School
• Department stores
• PR – blogs,
editorial
• E-commerce site
C$ Cost Structure
R$ Revenue Stream
•
•
•
•
• Product Sales – bottled drinks & k-cups or other
capsules
• Eventually we will add other matcha products
Ingredients
Production facility / commercial kitchen space rental
Bottle/Packaging
Marketing/Branding
Day 1

3. What We Thought
3



Our audience was diverse and our product
could cater to many needs
Maccha can serve as an energy drink or a
coffee alternative
We can start small and grow big

4. Day 2-3: What We Learned
4

Coffee drinkers a no-go.
“There’s no way anyone could get
me to switch from coffee.”
Many people have had matcha without knowing it, so
education and awareness will be important.

“Oh! I didn’t know that green tea ice cream
was made from matcha. I love green tea ice
cream”

Consumers want different things at different times and will
make different drink purchase decisions based on this.
“I want something refreshing, this
is too rich for me right now.”

“It tastes better
when it’s sweeter”
“I like my tea
hot”
So we thought, why not make a few drinks with specific functions to
target different customer segments?

5. Customer Segments
• Probably has salads
for lunch, only eating
healthy carbs like
quinoa
• Prefers low calorie
drinks
• Ages 20-65
• Afraid of aging,
probably wears
sunscreen and
spends a lot on
cosmetics
• Watches weight
• Ages 20-50
Digestive
health
conscious
Beauty
conscious
• High pressure job or
works long hours or
needs to cram
• Ages 25-45
• Exercises regularly
• Or maybe just ate
salty or spicy food
• Ages 15-45
Drained
Thirsty

6. KP Key Partner
KA Key Activities
VP Value Proposition
• Partners:
• Distributors
• Retailers
• Strategic Partners
• FareTradeNYC
• Outdoor food
markets
(Smorgasburg,
Hester St Night,
Brooklyn
Bazaar)
• Commercial
Kitchen
Incubator
• Bloggers and
other PR
• Nutritionist
• Start-up delivery
companies (i.e.
WunWun)
• Production
• Marketing/Awarene
ss
• Distribution
• Provides matcha
health benefits that
energize, beautify,
hydrate, or provide
digestive health
wellness with all
natural-ingredients
• All-natural
ingredients/low
sugar
• Suppliers:
• Matcha green
tea from Japan
• Other raw
ingredients local
• Bottles and
Packaging
• Consultants
• Flavor
consultant
• Operations/Logistic
s
KR Key Resources
•
• Physical:
commercial kitchen
space
• Branding
• Expertise
• Financial: start-up
capital
•
Business to Consumer
•
Matcha and all its
health benefits
•
Targeted products
for diff needs by
mixing with following
ingred
• Ginger to reduce
inflammation/help
digestion
• Guava to add
more antioxidants
• Ginseng for
energy
• Coconut water for
hydration
•
Brand – quality
matcha products
•
Diverse flavors
(sweetened, soy
milk, seeds, etc)
•
14X the antioxidant
of regular green tea
and coffee
Business to Business
•
No existing matcha
line of drinks
•
Partaking in the
growing health trend
• Employees
C$ •Cost Structure
Sales
• Ingredients
• Production facility / commercial kitchen space rental
• Bottle/Packaging
• Marketing/Branding
• Distribution
CR Customer
Relationship
CS Customer
Segments
• Get: Sampling
product, Social
Media, Local food
community
• Keep: Introduce
new flavors with
customer input /
contests
• Grow: Introduce
new products
• All Health conscious
• Beauty
conscious
• Busy
professionals or
students who
feel drained
• Dehydrated/Thir
sty
• Digestive health
conscious
• (ages 18-35)
• Business to
Business
• Food Trucks
• Whole Foods
• Specialty
Markets
• Delis
• Cafés
• Fitness/Yoga
studios
• Corporate
Cafeterias
CH Channel
• Website (online
orders)
• Fairs / food trucks /
pop-up shops
• Specialty markets
• Diet meal delivery
companies
R$ Revenue Stream
• Direct Sales
• Pricing at $4-7 for a 14 oz bottle – bottled drinks & k-cups
or other capsules
• Growth: Eventually we will add
other matcha products
Day 4

7. Day 4: What We Learned
7

If you start too small, you probably won’t make
money for the first 5 years
 Should
not focus on food communities too much,
it doesn’t reflect our product offering!

Beauty and health conscious people are more
likely to pay a premium for our product
 Let’s
focus on this

8. New Customer Segment
• Probably has salads
for lunch, only eating
healthy carbs like
quinoa
• Prefers low calorie
drinks
• Ages 20-65
• Afraid of aging,
probably wears
sunscreen and
spends a lot on
cosmetics
• Watches weight
• Ages 20-50
Digestive
health
conscious
Beauty
conscious
✖
• High pressure job or
works long hours or
needs to cram
• Ages 25-45
• Exercises regularly
• Or maybe just ate
salty or spicy food
• Ages 15-45
Drained
Thirsty
✔ ✖ ✖

9. Customer Archetype
9
• Earns $50K+
• Wears sunscreen
• Wouldn’t be caught
dead in McDonald’s
• Attends yoga class
regularly
• Wears Lululemon
• Drinks kombucha and
chia seed drinks
• Likes to try fad diets
• Looks at nutrition
labels
• Pescetarian
• Ages 26+

10. Market Size
NonAlcoholic
Beverages
($258B
USD)
Functional
RTD
Beverages
($30B USD)
Health and
Wellness
RTD
Beverages
($1.2B USD)
Maccha Bar
($12M USD)

11. Day 4: What We Learned
11

Story is important!

12. Our Story
12

So, we are
borrowing
the proven
benefits
that
maccha
has
provided
Japanese
people for
900 years

13. KP Key Partner
KA Key Activities
VP Value Proposition
• Strategic Partners
• Branding
Partner
• FareTradeNYC
• Outdoor food
markets
(Smorgasburg,
Hester St Night,
Brooklyn
Bazaar)
• Commercial
Kitchen
Incubator
• Bloggers and
other PR
• Nutritionist /
Spokesperson
• Start-up delivery
companies (i.e.
WunWun)
•
•
•
•
•
• Provides matcha
health benefits that
energize, beautify,
hydrate, or provide
digestive health
wellness with all
natural-ingredients
• Provides key to
Japan’s 900 year
old secret to
longevity – matcha
with its anti-aging
and cancer-fighting
properties
• Suppliers:
• Matcha from
Japan
• Other raw
ingredients local
• Bottles and
Packaging
Production
Bottling
Branding/Marketing
Distribution
Licensing and
Insurance
• Product
Testing/Research
KR Key Resources
• Recipe
• Physical:
commercial kitchen
space
• Expertise
• Financial: angel
investors,
friends/family
• Employees
• Sales
• Production/Bottling
Facility
•
Distributors
• Consultants
Flavor
C$ •Cost Structure
consultant (?)
• Ingredients
• Production facility / commercial kitchen space rental
• Bottle/Packaging
• Marketing/Branding
• Distribution
CR Customer
Relationship
CS Customer
Segments
• Get: Marketing
Campaign/Event
Sponsorships,
Sampling product,
Social Media, Local
food community
• Keep: Introduce
new flavors with
customer input /
contests
• Grow: Introduce
new products
• All Health conscious
• Beauty
conscious
• Busy
professionals or
students who
feel drained
• Dehydrated/Thir
sty
• Digestive health
conscious
CH Channel
• Website (online
orders)
• Fairs / food trucks
• Specialty /Health
food markets
• Diet meal delivery
companies
• Spas
• Upscale cafes in
department stores
• Beauty and health
conscious
• $50k+
• Wears
sunscreen
• Attends yoga
class regularly
• Wears
Lululemon
• Drinks
kombucha and
chia seed drinks
• Likes to try fad
diets
• Looks at
nutrition labels
• Pescetarian
• Would never be
caught in a
McDonald’s
• Ages: 26+
R$ Revenue Stream
• Direct Sales
• Pricing at $5-7 for a 16 oz bottle $4-7 for a 14 oz bottle
Day 5

14. What We Know
14

Lifestyle:





How small, local companies have started: Product development,
production, bottling, and distribution happen in-house in a commercial
kitchen facility to start
Incubators provide 20C food processing establishment license
Nutrition information does not need to be included if you sell less than
100,000 bottles
Can expand into co-packing/contract manufacturing once demand is
large enough
Mass market:




Outsource Production/Bottling
Get distributors quickly
Branding and Marketing are key activities even more so than for lifestyle
????

15. Next Steps
15








Develop product recipe
Test if our story is compelling
Channels to explore include cafes at upscale department
stores
Update our get strategy
Further research needs to be done on how large beverage
companies started out
Focus on branding
Figure out how to coordinate supply and demand: Have
prototype of drink and get distributor orders before mass
production?
For future expansion: decide which regions maccha would do
best in (i.e. places that value health like California) and map
out local suppliers and production facilities