Please view the Opportunity Evaluation file.
Only complete 1 PowerPoint slide for the
Pricing Analysis
– "Pricing vs. Competitors and rationale"
section.
Please include in the PowerPoint slide footnotes.
I have also attached other slides that have been submitted so you know what the project is in reference to.
LMNT COFFEE – PROVING SLIDE
SUBSTANTIAL MARKET OPPORTUNITY :
The Global Organic Coffee Market was valued at 8.9 billion (2022) and forecast to reach $28.8 billion (2030)1
Emerging Market: The Global Mushroom Coffee Market size is expected to reach $4.12 billion (2030) 2
DEMOGRAPHIC ALIGNMENT & PHYSCHOGRAPHIC APPEAL :
Proven on average college students spend approx. $93/month on coffee 3
Survey of target market at campuses supported LMNT’S purpose of “ENRICH YOUR MIND” 4
Students believe “Premium priced Coffee is Wasteful” sold by Indirect Competitors 5
Positive focus groups responses demonstrate appreciation for superfood enhancement. 6
MUSHROOM EXTRACT OUTLOOK – HEALTH BENEFITS IN COFFEE:
Scientific proof of Health Benefits of 3 mushrooms 1. LION’S MANE 2. ASHWAGANDHA 3. CORDYCEPS 7
LMNT’S OFFERING OF SUBSCRIPTION COFFEE BOXES & UNIQUE ONLINE SHOPS IS VIABLE AS :
PROVEN SHIFT IN PREFERENCE THAT 18-29 YEAR OLDS UTILIZE ONLINE FOR PURCHASES 8
LMNT WILL LAUNCH AT EVENTS AND POP-UPS ON CAMPUSES WITH – REAL PRODUCT AND PROMOTIONS:
Events Include – COLLEGE CAMPUS EVENTS / MUSIC EVENTS – COACHELLA / EDC FESTIVALS 9
LINKING PRODUCT PURCHASE & PROMOTIONS USING QR CODE SCANS WITH DIGITAL PAYMENTS 10
CONTRACTUAL PARTNERSHIPS:
LMNT has secured retail shelf space within campus stores – spread across the US 11
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TEAM 1 – Claudia Alfaro Ponce / Ryann Castle / Jorge Cruz / Robert Henlon / Susan Lee / Melany Wiltshire
FOOTNOTES:
1. SOURCE www.statista.com – Vantage Market Research – Global Industry Assessment and Forecast – includes: Regions/Types/Packaging Types/Sales Channels
2. SOURCE – SNS Insider report – Attributes growth to awareness of health benefits
3. SOURCE – Savemycent.com – Spending statistics of college students
4. PRIMARY RESEARCH I – On Campus Survey supporting the elements infused in Mushroom Coffee for Cognition/Endurance/Calm aligned with product mission.
5. PRIMARY RESEARCH II – Our ability to ask students purchasing from Starbucks near the UFC Campus believe the premium price points for non-attentive service was overrated and did not provide value. Students are looking for alternate health and nutritional boost coffee. Nutritional and organice elements are not promoted.
6. PRIMARY RESEARCH III – We were able to discuss superfood benefits with our market research groups and aligns with the exponential growth of the market.
7. CLEAVELAND CLINIC / WEB MD / NATIONAL INSTITUTE OF HEALTH (.gov) / americanmushroom.org
8. PEWRESEARCH.ORG “ younger adults in particular are especially likely to utilize cellphones and social media platforms to engage in commercial activity. Some 90% of 18- to 29-year-olds ever buy items online, while 77% have purchased something using their cellphones and 24% have bought something by following a link on social media.”
9. EVENT ATTENDANCE DATA – SOURCE – www.statista.com
10. PYMNTS.com / QRCODE-TIGER.com – tracks purchase using digital wallets with QR scans – payments have increased 150% in the US since March of 2019 with payment methods supported by QR CODES
11. REAL RESEARCH – Contractual Agreements for Shelf for 6 Prime Colleges – UFC – UCLA – University of Boston – University of Texas – UPENN – Columbia University.
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LMNT COFFEE
LMNT COFFEE will ENRICH you and make you RICH in mind. Super charge your day with Super Food benefits that will not only save your day, LMNT will also save the environment around you.
PRODUCTS –
LMNT COFFEE WILL EMPOWER YOU, IT’S YOUR BRAIN FOOD COFFEE.
GROUND COFFEE/COFFEE PODS/COLD BREWS/COFFEE BEANS
ALL ENHANCED W/ SUPERFOODS
ASHWAGANDHA – WE CALL “THE LMNT OF CLARITY”
CORDYCEPS – WE CALL ”THE LMNT OF STAMINA”
LION’S MANE – WE CALL ”THE LMNT OF COGNITION”
LMNT COFFEE BOXES – COMBINATION OF PRODUCTS ONLINE & DIRECT RETAIL
THE LMNT CLARITY COFFEE BOX
THE LMNT ENDURANCE COFFEE BOX
THE LMNT COGNITION COFFEE BOX
TEAM 1 – Claudia Alfaro Ponce / Ryann Castle / Jorge Cruz / Robert Henlon / Susan Lee / Melray Wiltshire
NOTES – FUTURE AVENUES INCLUDE COFFEE EQUIPMENT – MERCHANDISE AND BRANDED APPAREL
B
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LMNT COFFEE – INDUSTRY SLIDE
DIRECT COMPETITORS – ALLEGRO(Amazon Inc.), RYZE, La República Superfoods, LifeBoost, Om Mushroom Superfood, Four Sigmatic
INDIRECT COMPETITORS – Starbucks, Peets Coffee, Dunkin’, Lavazza, Folgers, Nespresso
WHY WILL THEY BUY – Hype factors / accessible in college retail stores – EVENTS & POP-UPS – online – subscription boxes . Unique APP for consumption and benefits.
Larger market share Competitors are overrated – expensive – not promoting nutritional and organic elements.
DIFFERENCE – MARKET SEGMENT FOCUS with Guerrilla Marketing tactics – STEERING TOWARDS STUDENTS – YOUNG PROFESSIONALS (GEN Z & YOUNG MILLENIALS) – Enticing for a Revolutionary Coffee Alternative. Holistic energy!
COMPETITIVE ADVANTAGE – Branding “health coffee as buzz coffee” SUPPORITNG ethical/sustainability/pesticide free/chemical free – MAJOR FOCUS on new Customer perception.
COMPETITVE DIMENSION – Improved evolutionary take on coffee products/drinks with traditional coffee concepts within a shift in a new emerging coffee market
PENETRATION RATE – current market size is USD 8.9 Billion in 2022 and is projected to reach USD 28.8 Billion by 2030. LMT will be part of the evolution.
WHO ARE WE SELLING TO – Direct to market segment with added subscription options straight to door/dorms. Distribution thoughout College Retail.
TEAM 1 – Claudia Alfaro Ponce / Ryann Castle / Jorge Cruz / Robert Henlon / Susan Lee / Melany Wiltshire
NOTES – FUTURE AVENUES INCLUDE COFFEE EQUIPMENT – MERCHANDISE AND BRANDED APPAREL
Revised pitch – LMNT COFFEE will ENRICH you and make you RICH in mind. Super charge your day with Super Food benefits that will not only save your day, LMNT will also save the environment around you.
LMNT COFFEE WILL EMPOWER YOU, IT’S YOUR BRAIN FOOD COFFEE.
GROUND COFFEE/COFFEE PODS/COLD BREWS/COFFEE BEANS
ALL ENHANCED W/ SUPERFOODS
ASHWAGANDHA – WE CALL “THE LMNT OF CLARITY”
CORDYCEPS – WE CALL ”THE LMNT OF STAMINA”
LION’S MANE – WE CALL ”THE LMNT OF COGNITION”
LMNT COFFEE BOXES – COMBINATION OF PRODUCTS ONLINE & DIRECT RETAIL
THE LMNT CLARITY COFFEE BOX
THE LMNT ENDURANCE COFFEE BOX
THE LMNT COGNITION COFFEE BOX
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Opportunity Evaluation – Point Allocation
Use PowerPoint slides with notes at bottom of slides – no Word Doc needed
Minimum designs; readable; use black font on white background
No more than 10 pages (10 slides). Minimum font size: 16
No reverses. Only black print on white paper.
You need to pick a product/technology that you can develop as an FIU student
And launch with under $100,000
Points to Note:
· Assume that the opportunity is at Startup – all R&D is done; your product/ service is ready for sale; you have done your market research and tests and can show the results to investors. But you have no sales.
· Plan should be credible
Semester: _______ Plan: _________________________________________ Team No.: _____
Section (Paragraph) Headings:
Elevator Pitch: ___/1
Product Competitive Advantage (& comparison with competitors) ___/3
Market Attractiveness/ Segment Description and Rationale (Secondary research) ___/3
Sales Pitch to buyers (including ROI if businesses) ___/1
Industry Characteristics & Barriers (Company vs. Direct/ Direct vs. Indirect) ___/3
Pricing Analysis ___/3
Pricing vs. Competitors and rationale
Primary and real research to show viability ___/3
Summarize/ Evaluate the opportunity ___/3
Total: ____/20
Focus should be on evaluating the opportunity based on long-term competitive advantage, potential for strategic differentiation, attractiveness of markets, risks and harvest potential.
Comments:
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LMNT COFFEE – TARGET MARKET SLIDE
DEMOGRAPHICS: The target market for LMNT COFFEE is specific towards the college student and recent graduates in the age range from 18-28 which borders the top end of the Millennial generation and fully captures Gen Z. They are attending college on the path to completing a bachelors degree or already have accomplished this. Our targeted segment need high boosts of energy as they are students or young professionals spending long hours studying or working leading an “on the go”, active lifestyle. Those that obtaining a degree or have a degree are vibrant thinkers, living for success, have or will seek honorable jobs who prioritize sustainability and embrace the nutritional elements produced in our product. Our health-conscious minded consumer will be drawn to the enriched benefits which LMNT COFFEE will market with increasing awareness of improved immunity and cognition. Even if the college student does not have a defined income, it is known they have resources from parents, per diem, financial aid, gifts and part time work. Those with a career income will have an income from $50K-$80K and this market is identified as a single man or woman.
PYSCHOGRAPHICS: LMNT COFFEE is targeted towards those who crave this unique organic coffee buzz which feeds you with the nutrients our consumers need to combat career stressors and underlying causes of fatigue. LMNT COFFEE is for the “crush your day”, “conquer the world” type individual. Not only does this Superfood empowered coffee produce cognitive and endurance benefits we recognize balance with a calming coffee therefore capturing not only the psychological need of empowering the mind also mindful focus. For our current students and career obtaining individuals LMNT COFFEE products with mind quality enhancement properties allows for an attraction of the product. To satisfy the attraction, products will be dispersed where students can easily obtain on campus and online with subscription options. Most important is not only advertising the benefits of LMNT’s ORGANIC “ENRICH YOUR MIND COFFEE” prioritizing our consumer’s well-being LMNT will exhibit (as a B certified company) an unfathomable commitment to environment sustainability, chemically free and possess a profound appreciation for the finest ethically sourced SUPER FOOD coffee – nothing short of health and richness.
TEAM 1 – Claudia Alfaro Ponce / Ryann Castle / Jorge Cruz / Robert Henlon / Susan Lee / Melray Wiltshire
NOTES – FUTURE AVENUES INCLUDE COFFEE EQUIPMENT – MERCHANDISE AND BRANDED APPAREL
Revised pitch – LMNT COFFEE will ENRICH you and make you RICH in mind. Super charge your day with Super Food benefits that will not only save your day, LMNT will also save the environment around you.
LMNT COFFEE WILL EMPOWER YOU, IT’S YOUR BRAIN FOOD COFFEE.
GROUND COFFEE/COFFEE PODS/COLD BREWS/COFFEE BEANS
ALL ENHANCED W/ SUPERFOODS
ASHWAGANDHA – WE CALL “THE LMNT OF CLARITY”
CORDYCEPS – WE CALL ”THE LMNT OF STAMINA”
LION’S MANE – WE CALL ”THE LMNT OF COGNITION”
LMNT COFFEE BOXES – COMBINATION OF PRODUCTS ONLINE & DIRECT RETAIL
THE LMNT CLARITY COFFEE BOX
THE LMNT ENDURANCE COFFEE BOX
THE LMNT COGNITION COFFEE BOX
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