GREEN‘IT ESCP Europe – Master in Management – Innovation and Entrepreneurship
Jul 10, 2015
GREEN‘IT
ESCP Europe – Master in Management – Innovation and Entrepreneurship
AGENDA
ESCP Europe – Master in Management – Innovation and Entrepreneurship
The Product1
Competitor Analysis4
Financial plan3
Market Analysis2
AGENDA
ESCP Europe – Master in Management – Innovation and Entrepreneurship
The Product1
Competitor Analysis4
Financial plan3
Market Analysis2
The Market
ESCP Europe – Master in Management – Innovation and Entrepreneurship4
Launch in Paris
The Product
ESCP Europe – Master in Management – Innovation and Entrepreneurship
Four aspects to eat sustainable:
Environmental aspect
Social impact
Aspect of human autonomy and health
Economic aspect
Products
„old approach“ „new product“
Locally grown
Sustainable productionchain
Transparent disclosure ofproduct‘s information
Seasonal
The Product
ESCP Europe – Master in Management – Innovation and Entrepreneurship
Offer products in different distribution channels Products come directly from local farmers
Provide detailed information about the product Constantly check the production chain
The ProductProduct range
ESCP Europe – Master in Management – Innovation and Entrepreneurship
EGGS VEGETABLES FRUITS
MEAT PRODUCTSCHEESE & DAIRY
PRODUCTSWOOD
The ProductDisclosed Information
General information brochure about suppliers and supply chains:
Detailed Information online:
Brief Information via App:
ESCP Europe – Master in Management – Innovation and Entrepreneurship
The ProductProfessional online appearance
ESCP Europe – Master in Management – Innovation and Entrepreneurship
APP HOMEPAGE
App is for free Homepage and Apps contain health-related
adds
The Product Distribution channels
ESCP Europe – Master in Management – Innovation and Entrepreneurship
B2CB2B
Partnership with high-end supermarket chainslike MONOPRIX
Home Delivery Service
→ Subscription:→ Clients sign up for a subscription, e.g: one basket of fruits & vegetables
weekly→ Shipping: always on Mondays → All distribution will be on Monday
Delivery Service to Office buildings
Partnership with canteen-supply companies
The ProductMarketing
Trials at high-end supermarkets
Partnership with Monoprix Sat & Sun from 12-2 pm and 6-8pm
SocialMedia:
Ads in magazines:
Ads in high-end gymsAds in Metro stations:
Active participationin the slow foodmovement:
AGENDA
ESCP Europe – Master in Management – Innovation and Entrepreneurship
The Product1
Competitor Analysis4
Financial plan3
Market Analysis2
Market Analysis
ESCP Europe – Master in Management – Innovation and Entrepreneurship
Very likely customers
Eat fresh food
Care about the origin of their food
Would shop online/through an application
34 %
Possible customers
Eat fresh food94 %
Likely customers
Eat fresh food
Care about the origin of their food71 %
Possible Customers
Market Analysis
ESCP Europe – Master in Management – Innovation and Entrepreneurship
Are you willing to pay more in case detailed information is disclosed?
52%48%
Yes No
Likely Customers Very Likely Customers
73%
27%
Yes No
61%
39%
Yes No
Over 50% of our potential customers are willing to pay more in
case detailed information is disclosed.
Market Analysis
ESCP Europe – Master in Management – Innovation and Entrepreneurship
Do you like your food to be delivered at home?
Possible Customers
54%46%
Yes No
Likely Customers Very Likely Customers
47%53%
Yes No
75%
25%
Yes No
Over 45% of our potential customers like to have their food
delivered at home.
Market Analysis
Gender
47%
53%
Female Male
Occupation
72%
6%
22%
Student Intern
Job
Survey conducted on 85 people, living in Paris
92% gain less than €3,600 per month
Average amountspent on fresh foodper month: €129
AGENDA
ESCP Europe – Master in Management – Innovation and Entrepreneurship
The Product1
Competitor Analysis4
Financial plan3
Testing2
Financial Plan
ESCP Europe – Master in Management – Innovation and Entrepreneurship
We expect to be profitable in year 3 thanks to a
significant increase in the number of customers.
Profit & Loss and Financing
Financial Plan
ESCP Europe – Master in Management – Innovation and Entrepreneurship
Earnings- Basket sales- Advertisement on smartphone and web application
Financing- Retained earnings- Debt- Partnership with electric car providers- Local subsidies
Costs- Purchase of goods- Packaging- Transportation (electric cars)- Storage- HR costs- Marketing & Promotion (website, ads…)
We wish to minimize our HR costs by hiring
long-term unemployed people to reintegrate them into society, so that we could benefit
from government subsidies.
AGENDA
ESCP Europe – Master in Management – Innovation and Entrepreneurship
The Product1
Competitor Analysis4
Financial plan3
Testing2
Two Kinds of Competitors
ESCP Europe – Master in Management – Innovation and Entrepreneurship
STARTUPS & FARMS SUPERMARKETS
Startups & Farms
ESCP Europe – Master in Management – Innovation and Entrepreneurship
+ Specific offers (vegan, gluten free…)+ Quick delivery (<24h)+ Already made menus + Prices not so high for vegetables+ Subscription (1 month, 3 months)+ Good transparency
− Free delivery conditions too high (after 80€) and delivery price very high (14€) before
− Obligation to create an account− Some products are particularly expensive− Websites do not look professional sometimes; with
some errors− No mobile application
− Free delivery conditions expensive too (45€)− No mobile application− Obligation to create an account
+ Famous and reliable companies (Rungis and Intermarché)
+ Quite cheap (Intermarché) or expensive but qualityguaranteed (Rungis)
+ HUGE variety of offer+ Quick delivery (<24h) and you choose the exact time
Supermarkets
ESCP Europe – Master in Management – Innovation and Entrepreneurship
Our Competitive Advantage
ESCP Europe – Master in Management – Innovation and Entrepreneurship
+ Individual delivery-date
+ Seasonal products, which are produced locally
+ Convenient order and payment possibilities
+ Disclosed information about + Product+ Farmers+ Whole supply chain
+ Transportation with eco-friendly cars for low prices
+ Profit of the subscription offer
+ Professional online appearance – Website (html 5) and App
AGENDA
ESCP Europe – Master in Management – Innovation and Entrepreneurship
Questions?
AGENDA
ESCP Europe – Master in Management – Innovation and Entrepreneurship
THANK YOU FOR YOUR ATTENTION!