Executive Summary
· Detailed description – taste feel smell …
· Ingredients
· Shape
· Size
· Color
· Brand
· Brand mark
· Brand name
· Trade name
· Trade mark
· Feature benefit chart
Package
· Detailed description – size, shape, color, features, how is it going to be used
· Larger or smaller sizes? New improved packaging? How does it meet the functions of packaging? 4 functions – protect, inform, label, promote
· Picture of similar package with explanation of how you will use it
Price
o Price of package – each size – price breaks on larger sizes. What are you going to charge your customers
o Pricing strategy - which strategy (odd/even, luxury, etc...) do you choose? Why?
o Estimated Expenses
§ Cost of ingredients
§ Cost of labor
§ Cost of operations
§ Cost of package
o Estimated Sales – how much revenue can you make in a year
o Estimated Profit = sales - expenses
o Markup – price of product – minus cost of product
Place
o 3 places of sale and why – be detailed in description –use pictures – for each Place
o Describe one channel of distribution for your new product. How does your product get from the factory to the customer?
Target Market
· Detailed description of market segmentations. Who is your customer?
o Demographics – age, sex, race, income
o Geographics – where does your customer live and work?
o Behavioristics – what does your customer do?
o Psychographics – what does your customer like? Like to do?
SWOT and Industry Analysis
§ Overview of the industry
o Describe the new industry we are entering into
o Who are the major competitors - 3
o What is new in this industry, what is happening, new technology? Trends?
o Create a swot analysis for your new idea
§ Strengths – 3
§ Weaknesses – 3
§ Opportunities – 3
§ Threats - 3
Promotional Plan
Advertising Campaign
o Description of image, theme, when, and where advertising will happen (whcih tv channels, which magazine, etc...)
o What ad techniques will you use (humor, lifestyle, rhetorical ?, etc...)
o Write a jingle for your new product
o Examples of two types of advertising in plan – be sure to follow rules we learned in class. (commercial 30 sec using animoto, print ad – full page – must have all parts of an ad/internet ad – use glogster, etc…)
Publicity
o Write a sample press release introducing your new product
o Social responsibility – one example
Sales promotions
o Examples and description of 3 sales promotions
Personal Selling
Summary
Persuade me to invest
Why is this product the best new product in the fun food market?
Impress the investor…
Use persuasive language
- § Business name and headquarters
- § Summary of products and services already offered
- § Business mission statement
- § Company founders/brief history
- § Description of business
- § Summary of future plans – describe your idea
- Answer who, what, when, where, and how with respect to your idea
· Detailed description – taste feel smell …
· Ingredients
· Shape
· Size
· Color
· Brand
· Brand mark
· Brand name
· Trade name
· Trade mark
· Feature benefit chart
Package
· Detailed description – size, shape, color, features, how is it going to be used
· Larger or smaller sizes? New improved packaging? How does it meet the functions of packaging? 4 functions – protect, inform, label, promote
· Picture of similar package with explanation of how you will use it
Price
o Price of package – each size – price breaks on larger sizes. What are you going to charge your customers
o Pricing strategy - which strategy (odd/even, luxury, etc...) do you choose? Why?
o Estimated Expenses
§ Cost of ingredients
§ Cost of labor
§ Cost of operations
§ Cost of package
o Estimated Sales – how much revenue can you make in a year
o Estimated Profit = sales - expenses
o Markup – price of product – minus cost of product
Place
o 3 places of sale and why – be detailed in description –use pictures – for each Place
o Describe one channel of distribution for your new product. How does your product get from the factory to the customer?
Target Market
· Detailed description of market segmentations. Who is your customer?
o Demographics – age, sex, race, income
o Geographics – where does your customer live and work?
o Behavioristics – what does your customer do?
o Psychographics – what does your customer like? Like to do?
SWOT and Industry Analysis
§ Overview of the industry
o Describe the new industry we are entering into
o Who are the major competitors - 3
o What is new in this industry, what is happening, new technology? Trends?
o Create a swot analysis for your new idea
§ Strengths – 3
§ Weaknesses – 3
§ Opportunities – 3
§ Threats - 3
Promotional Plan
Advertising Campaign
o Description of image, theme, when, and where advertising will happen (whcih tv channels, which magazine, etc...)
o What ad techniques will you use (humor, lifestyle, rhetorical ?, etc...)
o Write a jingle for your new product
o Examples of two types of advertising in plan – be sure to follow rules we learned in class. (commercial 30 sec using animoto, print ad – full page – must have all parts of an ad/internet ad – use glogster, etc…)
Publicity
o Write a sample press release introducing your new product
o Social responsibility – one example
Sales promotions
o Examples and description of 3 sales promotions
Personal Selling
Summary
Persuade me to invest
Why is this product the best new product in the fun food market?
Impress the investor…
Use persuasive language