"the local" - marketing sustainability opportunity
TRANSCRIPT
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The LocalFood & Drink Sustainability Opportunity
Annie Campbell, Kody Davis, Dallas Nelson, sophia Teruya
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Our Story
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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
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STaR Analysis
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● 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
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Goals&
Strategies
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Goals● Create a Culture
● Establish a presence
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Target Market● Demographic
○ 21-55 yrs, middle class with disposable income● Psychographic
■ Good food & drink■ Sustainability■ Community■ Healthy lifestyle
● Geographic○ Greater Spokane Area
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Value Proposition
“The environment and taste you crave, brought to you by farmers you know.”
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Tactics
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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
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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
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Our Menu
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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
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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!
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Why invest?
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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.
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Food-Drinks-Friends All found locally
Capitalizing on Fresh & Local Industries in
SpokaneSmoothies & Snacks
8AM-12PMCraft Brews & Apps
4PM-11PM
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Questions?