1. KRAVEJERKY September 22nd, 2011 Advanced Entrepreneurship

2. What we thought?

4. In-store demos

6. Quality of meat

8. Customer education

9. In-store demo

11. Gourmet food enthusiasts

12. Purposeful eaters (✔)

17. Vending machines

18. Specialty stores (Cost Plus)

19. Supermarkets

20. Krave Jerky Stores

22. What we did, cont. Who is our KRAVE Customer? Jon and team tasted and surveyed 50 people.

23. The ResultsWho is our Customer

24. The Results

25. Validation of Value Proposition Does the customer agree with our Value Proposition? Krave surveyed 100 jerky buyers who have tasted Krave Jerky to test our value proposition hypothesis.

26. What about our Value Proposition?

27. Key Learning's & Takeaways Most people surveyed are not regular jerky eaters – yet after tasting Krave will consider becoming regular users. Therefore figuring out how to get the product into the mouths of new customers is KEY. 2. Some/most people believe jerky is healthy - doesn't seem to be a hot button. 3. Nutritional ingredients a key differentiator. Taste and texture seem to be a driver of quality perception and consumption. Flavor is the main driver. Focus channel roll-out to support these customer drivers.

28. SEGWAY TO CHANNEL STRATEGY

29. AND NOT THE ART OF MARKET RE-SEGMENTATION

30. What’s Next? DEN Kiosk OAK Kiosk Ferry Building Retail Concept

31. KRAVE JERKY Thank-you! And …. try a bag of jerky today.