"The Local" - Marketing Sustainability Opportunity

The LocalFood & Drink Sustainability Opportunity

Annie Campbell, Kody Davis, Dallas Nelson, sophia Teruya

Our Story

The Local

97.92 lbs Co2 Produced

The Other guys

911.27 lbs Co2 Produced

6.12 Pounds of CO2 Produced per Gallon of

Diesel

Difference: 879.35 lbs

STaR Analysis

● Social Changes○ Healthy Living○ Locally Sourced Foods

● Technological Changes○ Craft Beer Technology○ Energy Star Appliances○ CFL’s and LED Light Bulbs

● Resource Changes○ Increase in Local Production○ Depletion of Natural Resources

Goals&

Strategies

Goals● Create a Culture

● Establish a presence

Target Market● Demographic

○ 21-55 yrs, middle class with disposable income● Psychographic

■ Good food & drink■ Sustainability■ Community■ Healthy lifestyle

● Geographic○ Greater Spokane Area

Value Proposition

“The environment and taste you crave, brought to you by farmers you know.”

Tactics

What Makes The Local Unique● Morning 8:00AM - 12:00PM

○ Smoothies, juices, pastries, acai bowls, sandwiches○ Grab and go

● Evening 4:00PM-11:00PM (weeknights), 4:00PM-12:00AM (weekends)○ Appetizers, craft beer, drinks○ Awesome lounge/pub like atmosphere ○ Local musicians

Our main competitionThe Local’s main competition:

● Method Juice Cafe○ Juices $7 (16 oz)○ Smoothie $7 (16 oz)○ Salads $6

● Growler Guys○ Depends on the choice of beer/cider

Our Menu

Our Pricing Model/incentives● We will have to charge a price premium since our

food/drinks are made with local and fresh products

● Plan to have incentives and sales promotions to get

people in the door

○ Reward system on every dollar spent (“Five Stars” Reward

system)

○ “Bring a friend” discounts and promotions

Our Marketing Efforts● Social Media

○ Facebook, Twitter, Instagram● Local community outreach

○ Farmers Markets■ Get the food out■ Education opportunities

● Word of mouth● Our Main Marketing goal:

TRANSPARENCY!

Why invest?

Why Should you invest in the local?● There is a great opportunity to franchise throughout the US,

while remaining focused on the core missions of The Local.

● The Local is equipped to meet a demand for sustainability in the

food industry.

● You are not just investing in a company, you are investing in a

community.

Food-Drinks-Friends All found locally

Capitalizing on Fresh & Local Industries in

SpokaneSmoothies & Snacks

8AM-12PMCraft Brews & Apps

4PM-11PM

Questions?