john aron presents growing a manufacturing business online
DESCRIPTION
JohnTRANSCRIPT
The Pasta Shoppe in Context
• Founded in 1994, core team in place since 1995• Why we Manufacture and Market?• How we won the niche?
Pictured above: John and Carey Aron, Day 1 (Beware, early 90’s photo)
The Pasta Shoppe in Context
• The Problems at retail (1994-2001, ‘02-’07, ‘08-11)
• Gaining traction on-line
• How we Re-Build Sales Leverage?
• How our business model performs financially?
• So WHAT are we selling?
FUN PASTA!!
Fundraising: Market, Value, and Appeal
• USA Fundraising: • $2 Billion Wholesale Marketplace • 1 Million Fundraising Groups
• Until 2005, groups were served by middlemen controlling merchandise, 20% commission
Fundraising: Market, Value, and Appeal
• Fun Pasta Groups Served:
• 2005: 111• 2010: 1,747• 2011: 3,200+• 2014: 10,000
• Each Group Grosses $2500 Average
• 2014: $25M Gross
• 10,000 groups = 1% penetration
• Groups Tell Us: New & Unique, healthy, easy to distribute, Variety, & Food make the program
Fundraising On-Line, Our Approach
1. Go Direct (catalogs, etc.)
2. Add On-line ordering
3. Better + SEO + Social media
Analytics: Version 2.0 vs. 3.0
Web Sales Observations
• Enabling Efficient Volunteerism Wins
• Web Based Orders: • Highest Margin• Fastest Paying• Least touch points
• Target Marketing: • 1990’s - Market to top 70%• 2010’s - Market to top 40%• Nearly 100% Broadband installed
Other Final Observations
• Next Steps• From 36 to 48 states• Parcels into Homes• Bring Social Media to life• P&L for Web Marketing• Cash flow/Balance Sheet
• Top of the Mountain
• How I think about making $$$$
Find Us:
Fundraising: FunPastaFundraising.com
Retail Pasta:PastaShoppe.com
Facebook:Fun Pasta FundraisingThe Pasta Shoppe
YouTube: YouTube/FunPastaFundraising