nextfoods business plan review - probiota americas supplement • 10 bil cfu capsules • convenient...

GoodBelly… GoodBusiness

June, 2015

Alan Murray CEO

Todd Beckman Co-founder

Company Confidential

Welcome to NextFoods

On Trend

Category Creator

Authentic

Planning and Execution Steve Demos

Todd Beckman

…V2


NextFoods Vision

I feel the effect…

…and delicious = +


Fix the gut !!!


Speed to market…

On Trend

Category Creator

Proven Science

Planning and Execution

…and delicious

ProViva • Probiotic Juice • Market Leader • High HH Penetration

Probi • Deep Science • Proven and Safe • Exclusive


The opportunity

$2 Billion Brand !!!


Just need a brand name…


GoodBelly Product Portfolio

GoodBelly

• 20 bil CFU / 8oz Serving

• 100% Vitamin C

• 7 SKUs

Straight Shot

• 20 bil CFU / Serving

• NO ADDED SUGAR

Super Shot


• NO ADDED SUGAR

• 2 SKUs

Plus


• 12 Vitamins & Minerals

• 4 SKUs

Probiotic Supplement

• 10 Bil CFU Capsules

• Convenient 30 Day supply

• Shelf Stable


GoodBelly Distribution


Making the leap from Natural

Saw on Store Shelf 39%

Friend or Family Member 29%

Free Sample at Store 13%

Received Coupon 12%

Internet Search 11%

GoodBelly consumer acquisition… 1. At shelf to drive awareness and trial 2. Social media to tell all their friends… 3. 12 Day Reboot to convert

Journey to the first GoodBelly purchase “Mainstream Consumer”


Working Hard At Shelf

• …Even More Research – Communicating complex message

– Packaging drive awareness/trial

• Promotion – TPR, Tags and End Caps

– Sample, Sample & Sample


Driving Consumer Acquisition…


12 Day Reboot

83% EXPERIENCE BENEFIT

71% STILL

CONSUMERS 1 YR LATER

We measure everything


GoodBelly works…

“GoodBelly has made a world of difference! My intestines were beyond inflamed and within day 2 of the trial all inflammation was gone and has continued to stay away. Thanks!”

“I will tell you I noticed a 500% difference the same day, after I drank a cup of Good Belly Coconut Water. I feel well, and I feel healthy.”

“I have been a GoodBelly fan and user for several years. I had a large part of my colon and small intestine removed due to cancer and a blood clot and find that nothing else works as well as GoodBelly.”

“I just wanted to say that GoodBelly has made a world of difference”


12 Day Belly Reboot Channels

• Organic:

– Packaging / Web / Demos

– Q1 ‘15 Reboot Signups Up 64%

• Campaigns

– Sweepstakes

– Partner with brands

– Social Media / Influencers

• Apps & Social Couponing

– e.g. Hopster

– Instacart…

– Other 3rd Party Mobile Apps


0

500 0

100 00

150 00

200 00

250 00

300 00

Q1 Q2 Q3 Q4

12 D

ay S

ign-

up

Organic Apps and Social Coupons Campaigns

Social Media Engagement


Let’s recap so far

• Spot the trends early

• Launch and cautiously expand

• Listen to consumers and adapt

But is it really that easy ?

It helps to be on trend…

Carbonated soft drinks (-5%)

Refrigerated juice (-1%)

Functional Juice +16% Source: SPINs

but that’s not the only thing

Built a track without an Engine Energy Drink Graveyard

< $20 $20 - $50

3% 16% 17% 30%

Phase 1: Experi- mentatio

Phase 2: Proof of Concept

Phase 3: Pain of Growth

Phase 4: Scale to Win

Mainstream

$50 - $150 $150 - $350 $350+

Retail Sales (mil):

Success Rates:

The most frightening statistic ever

3%

A formula for success

First Mover Descriptive

Brand Name

Efficacy – it has to work

Proprietary

Authentic


First Mover

Descriptive Brand Name

Efficacy – it has to work Proprietary

Authentic

First Mover…


First Mover Descriptive

Brand Name


Authentic

Getting the Brand Name right is everything…


First Mover Descriptive Brand Name

Efficacy – it has to work

Proprietary

Authentic

Feel the effect science…

• Lactobacillus plantarum 299v (Lp299v) is isolated from healthy human intestinal mucosa

– Over 16 significant Human Clinical Studies

• Digestive & Immune System highlights – Survives passage through digestive tract

– Irritable bowel syndrome relief

– Adherence to mucosa cells

– Increases total load of Lactobacillus and suppresses adverse bacteria

– Clinically significant dose at 10 billion cfu / serving

Positioning: Ingredient, Technology or Function

Ingredient positioned

Functional benefit positioned… boosted by feel the effect

Technology positioned




Authentic

Protecting the Brand: IP

• Licensing Technology

• Science

• Application




Authentic

Thank You

nextfoods business plan review - probiota americas supplement • 10 bil cfu capsules • convenient...

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