Stratberry communications final_pitch_102113_final

Hinweis der Redaktion

1. CarmellaIntroductionsWe’re here to engage, motivate and connect with you on making BaristaApp and Starbucks a success in the office supply marketplace. Transition into industry facts
2. $28B - Annual revenue for U.S. coffee industry (2012)
3. Annual revenue for Starbucks and competitorsStarbucks has the greatest market shareHowever, McDonald’s earns more and is expanding its coffee business, McCafe. Potential threat and challengeGreen Mountain Coffee Roasters initially was a distributor. Now, they’ve expanded into wholesale and retail, thanks to acquisition of the Keurig single-cup system (Note; Starbucks makes “K-Cups” for Keurig machines)
4. U.S. Coffee Consumption:83% say they drink coffee in 2012 (NCA 2013 Survey)Up 5% from 2011 Average daily consumption is 2.2 cups (Zagat) Approx. $550/yr spent on coffee (Zagat)
5. With the rise of single-cup brewers like Keurig and Starbucks’ Verismo, 37% of consumers prefer to make coffee at home rather than go to the coffee shop. Opportunity to make them want BOTH
6. The office coffee supply industry is $4B. 73% of sales is from actual coffee. The remainder includes other drinks, like tea and supplies (cups, sugar, creamer, etc.)Opportunity for Starbucks to tap into this industry as its brand, products and now technology will make “better” coffee more accessible
7. The Bureau of Labor Statistics reported that FT employees spent on overage 7.6 hours at work.How many of us work longer than that?Employees would prefer to have the comforts of home at the office. This includes how they take their coffee, and not being left with boring, dull coffee to be drunk in a boring, dull break roomTransition to Zombie story
8. Break into the story of “The Office Walking Dead”Office Zombies feast on insane amounts of jelly donuts, while in search for the PERFECT CUP to bring them back to life.
9. A solution is here! You don’t have to be an office zombie anymore!BaristaApp – Vending machine with mobile app support/functionality!Coffee my way, your way…now at work!
10. GiovanniTransition to BaristaApp & Starbucks Objectives for it
11. Starbucks Connect = The Plan
12. The Objectives• Increase B2B office supply customer base through direct sales to Fortune 500 corporations• Increase foodservice revenue 30% by fiscal year 2014o Foodservice sector presents a significant revenue opportunity, accounts for only 4% of • Utilize consumption data available through the BaristaApp to develop deep consumer insights and improve B2B strategy
13. The Strategy• Revolutionize the office coffee experience by transforming the break room into the neighborhood coffee shop
14. Target audiences:• Primarily target HR leadership teams across the US at fortune 500 companies (greater than 100,000 employees)• Fortune 500 companies have the scale and resources to support the BaristaApp initiative (e.g. larger budgets/discretionary spend, employee size)• Secondary scope includes HR leadership teams at mid-size(between 100,000 and 20,000 employees) and small companies (less than 20,000 employees)
15. AlvinoTransition to Tactics & TimelineInitiative spans 6 months, incremental roll-out plan January –June 2014• Diversified tactical approach that incorporates elements of social media, video promotion, and trade shows• Tactics seek to increase employee motivation/engagement, and drive social awareness
16. Creative Example #1: #MoveMondays @StarbucksInstagram & TwitterGrow interest and participation by consumers/office employees through B2C firstPost a picture of your coffee drink with #movemondays and one out of every 100 people get a free drink
17. Creative Example #2: Launch of Tumblr Blog & @StarbucksB2B TwitterConnecting directly with HR professionals through social mediaCoffee Social – Putting the “Human” in “Human Resources”#SBConnect Weekly Twitter Chats for HR Pros with guest tweeters who are industry leaders
18. Creative Example #3: EventsConventions, expos & trade showsNational Coffee Association’s Annual Convention: March 20-22, 2014 in New OrleansStarbucks as a sponsor and featured exhibitorDebut demo of the BaristaApp
19. JulianCreative Example #4: Perk-Up Webseries12-episode series centered around the office pantry/breakroomAiring of new episodes can turn into office "team" eventsInclude spot on clean water initiativeAdvertisement on Sirius XM Alt Nation – same target audience as Starbucks coffee drinkers
20. Creative Example #5: Verismo CompetitionTrack app. usage and socialize the results, similar to check-in/check-out in foursquare. People get free coffee or other promotional items once they reach the top.
21. The Budget
22. Wrap-up
23. End
24. End