27. Core values
Healthy
• be good for the environment and to yourself
• know what you eat
Down to earth
• simple food experience
• easy to integrate in daily life (new tradition)
Twist
• modernize the recipe (add ingredients)
• story telling (30 minutes, special moments, …)
28. Strategy
Naming
• Pfitzauf (.de)
• Pfitz (international with a german twist)
• pfitz.me
• Pfitz me, please! Take me from the wall!
Colour
• Red! If in doubt: RED!
• Positioning on one colour alone!
42. Product-Service Strategy
Combination of a product and a service
• The wall object
• Digital platform with recipes and social stories
• Content strategy (write content for SEO)
• pfitzauf.de: Google: Pfitzauf + kaufen
• Google+ account good for SEO
• pfitz.me
45. two basic principles to start with
1. simple
‘easy to use’
durable baking form
2. nice to look at,
‘hanging object’
in the kitchen
46. Positioning
Wall object with a story and functional benefit
vs.
Baking dish that can be put on the wall
Design object
vs.
Baking mould
47. Two possible strategies
High price wall object
• ceramic with pop-up book
• special edition
Low price new production
• metal
• light weight
• easy to send