1. MARKETING PLAN

2. CONTENTS
Marketing Message & Strategy
Target Market Profiles
End Consumer Characteristics
Product Lines
Retail Channels
Phase I - Company Startup
Phase II - Presales
Phase III – Full Operations
Phase IV -

3. MESSAGE TO END CONSUMER
OUR MESSAGE
Vegan Organic High Quality Healthy Longevity
Weight Loss High Energy Natural Environmental
Acknowledge
I am what
I eat
Believe
I can live a
better life
Decide
Today is
the day
Execute
Select the
best food
Celebrate
Share life
with those
around
you

4. STRATEGY
PHASE IVPHASE IIIPHASE IIPHASE I
JAN 1 – FEB 1 FEB 1 – MAR 1 MAR 1 – SEP 30 OCT 1 – DEC 31
START UP PRE SALES FULL OPS RECAP-PLANNING
PURPOSE
• Establish offices and
warehouse
PURPOSE
• Cash Flow
• Establish bridge head
in key markets
PURPOSE
• Sales to Health Food
• Increase brand
awareness
PURPOSE
• Analyze Results and
adjust for 2012
TARGET MARKET
• Hire initial basic staff
COMMUNICATIONS
• Prepare launching
events
GOAL
• Become ready to start
operations
TARGET MARKET
• Cruise Lines & Hotels
• Catering Companies
• Private Schools
OFFER
• Presales discount &
Seminars
GOAL
• Establish brand as high
end – healthy –
valuable
TARGET MARKET
• Small Health Food
chains
• Food Expo Attendees
MARKETING
• Expo Exhibits
• POS , Seminars, Online
GOAL
• Acquire 2 big box
accounts
• 20% of MIA, DFW, MCO
TARGET MARKET
• Local Organic Stores
• New Farmer Markets
MARKETING
• Organic Industry Pubs.
• Point of Sale
GOAL
• 6 Containers a month
• 50% Market Share FL
health food stores

5. TARGET MARKET PROFILES
PHASE I PHASE II PHASE III PHASE IV
• Establish CF
operational foundation
• Educate staff & sales
people
• Prepare all tools and
materials for presales
phase
• Cruise line traveler
• Hotel & Catering Client
• Private School
Students & Parents
• Educated consumer of
organic products
• Baby Boomers
• Celiacs & Diabetic
• Health and Image
conscious
• Farmer Markets
• Online Buyers
PURPOSE
• Analyze Results and
adjust for 2012
• New Year Advertising
CONSUMMERRETAILER
• Prepare warehouse
and office for
operations
• Establish agreements
with Farmers Market
and franchisees
• Cruise Line & Hotel
Organic – Vegan
cuisine
• Private School
Cafeterias
• Private School
Fundraising
• Big Box Organic stores
• Nationwide Health
Food Stores
• Farmer Markets in
South Florida
• Florida Health Food
Stores
PURPOSE
• Analyze Results and
adjust for 2012
• 2012 prices promotion

6. GLOBAL TIMELINE
Task 1 2 3 4 5 6 7 8 9 10 11 12
Company Launch
Canaanfoods.com published
Amazon.com Store & FBA
Online Advertising Campaign
2eatwell.com published
Farmer’s Market Campaign
Independent Stores Campaign
Industry Event Campaign
2012
Product Promotions - Loyalty
Couponing – Loyalty – Recommendations - ETC.Launch
Intense
Start with Florida moving northbound & westboundLaunch
Gourmet - Natural Foods, Restaurant, FitnessPrep

7. PRODUCT LINES
Beverages Organic Nutritional Supplements
Vegetable Proteins Organic Pateés

8. RETAIL CHANNELS OVERVIEW
RETAIL
CHANNELS
ONLINE
Bricks n’
Mortars
AMAZON.COM
2EATWELL.COM
ORGANIC PRODUCT WEBSITES
VEGAN PRODUCTS e-Comm WEBSITES
NATURAL & ORGANIC FOOD STORES
FARMER MARKETS
WINE & CHEESE OUTLETS
DELICATESSEN ESTABLISHMENTS
RESTAURANTS
NATURAL FOOD COOPERATIVES
CHURCH STORES
GIFT BASKET COMPANIES
SDA INSTITUTIONS (Hospital, Schools, etc.)

9. COMPANY START UP – PHASE I
SET UP OFFICE, WAREHOUSE, SALES AND MARKETING TOOLS TO BEGIN
OPERATIONS

10. Full Time
Part Time
Full Time
Full Time
COMPANY START UP OVERVIEW
In this phase we start the company and get ready to receive and move
product. This phase will help us make sure that all personnel, systems and
procedures are in place so that customer service and operations are well
executed and that sales have the appropriate marketing and promotional
support.
Staff

11. COMPANY START UP TASKS
Time Period January 1st to Feb 1st
Establish Office &
Warehouse
Sales & Marketing
Government & Office
Systems
Rent Warehouse, establish utilities
Get Occupational and Retail Licenses
Acquire Business Equipment & Furniture
Install IT hardware infrastructure
Install Warehouse Racking System and rent forklift
Install and setup QuickBooks, POS & office software
Close retail contracts with Farmer Markets
Receive printed materials – Train Sales Staff
Prepare & have ready Farmer Market’s food booths
Receive and prepare sales presentation & tasting kits
Add content to the canaanfoods.com

12. PRESALES – PHASE II
PRIORITY: CASH FLOW - GROCERY COOPERATIVES – SMALL RETAILERS
– WINE AND CHEESE -SDA MARKET

13. PRESALES OVERVIEW
In this phase Cannan Foods positions the product as a high quality healthy
product in Catering Companies and K-12 Schools. The aggressive sales
campaign to create cash flow before the product arrives at the warehouse.
This phase will warrant that we meet the 90-day product payment deadline
PRESALES PLAN
1. Target Market
a. Catering Companies
b. K-12 Schools
c. SDA schools & hospitals
2. Target Region
a. Miami Metro
b. Tampa Metro
c. Orlando Metro
LAUNCH
1. Cafeteria Food
2. School Fundraising
a. Selling Canaan’s products
at the school
b. Online promotions
3. Nutrition seminars
onsite for parents
a. Smart Foods
b. Longevity Foods
PRESALES CAMPAIGN
1. Sell 2 containers
2. Reach 30% market
share
3. Give 10 seminars in
different schools
4. Acquire 2,000 contacts
from seminars
CAMPAIGN GOALS

14. KEY COMPANIES
Top 10
Caribbean
Resorts

15. FLORIDA ORGANIC STORES
158 Organic Food Stores
In South Florida

16. Full Comm
Full Comm
Full Comm
PRESALES REQUIREMENTS
Requirements
1. Full Sales Kit – Product Information, Presentations, Sampling Kit and accessories
2. Sales personnel receive Gas Allowance & Cell Phone/iPad
3. Video Presentation of Products and Companies (Granovita & Canaan Foods)
4. Effective and streamlined sales process
5. POS Promotional Materials
6. Health Seminars promotional materials & tools
Full Time
Part Time
Full Time
Full Time
Staff

17. PRESALES PHASE TASKS
Time Period February 1st to March 1st
Sales Training &
Launch Event
Sales Campaign
Promotions
Information sheet for each product
OnSite Seminars and Instant Promotions
High Profile Venues selected on each market
Prizes and Promotions for launch events
Powerpoint/AfterEffects presentation for each product
New Product Specials
Online Coupon redemptions
Key Companies (Resorts, HF Stores, SDA Health Sys.)
Health Food stores (smaller chains and single stores)
Provide long term benefits and immediate discounts
Provide additional value if payment within 15 days

18. FULL OPERATIONS – PHASE III
FARMER’S MARKETS – GROCERY COOPERATIVES – SMALL RETAILERS –
WINE AND CHEESE - AMAZON.COM – 2EATWELL.COM – SDA MARKET

19. FULL OPERATIONS OVERVIEW
Big Box Retail
Markets
Farmers
Market
Amazon.com
2eatwell.com
International
Organic
Chains
Wine &
Cheese
Texas,
Florida,
North
Carolina
Online food
Stores
Colombia &
Venezuela

20. FOOD RETAILER CHAINS
#1 Walmart
• Top Organic Retailer, largest Retailer in the U.S.
• More than 8,446 retail units
• Accused of improper organic product labeling and of sourcing low-integrity organics from factory
farms and Third World countries.
#2 Whole Foods
• Most Trusted Source of Organic Food
• Highly regulated and expensive
#3 Trader Joe’s
• "Innovative, hard-to-find, great-tasting food"
• Offers upscale grocery fare, including a popular private-label brand, in 325 stores across 25 states
#4 Safeway
• Safeway is one of the largest U.S. food retailers
• O ORGANICS is a private-label Safeway organics line. Includes more than 300 certified organic food
items such as milk, chicken, salads, juices and entrees.

21. MARKETING ELEMENTS
LOCATION: South Florida, Texas, North Carolina
LOCATION: Amazon.com, 2eatwell.com
LOCATION: Florida > Texas > North Carolina
Farmer’s Markets
Online
Cooperatives and
Organic Retailers
Coupons Loyalty Cards Recommendations Community Programs
Google Ads
Amazon Ads
Posters In Store promotions
Upsale Specials
Affiliates
Celiacs
Vegans
Baby Boomers
Health Seminars
QR Codes
QR Codes

22. EVENT MARKETING PLAN
EVENT 1 2 3 4 5 6 7 8 9 10 11 12
Winter Fancy Food Show
The Fit Expo
Arnold Sports Festival
Natural Food Expo - West
NRA Show 2012
Summer Fancy Food Show
Natural Food Expo - East
Gluten & Allergen Free Expo
2012
1/15-1/17 – San Francisco, CA
1/28-1/29 – Los Angeles, CA
3/1 - 3/4 – Columbus, OH
3/9 - 3/12 – Anaheim, CA
5/5 - 5/8 – Chicago, IL
6/17 - 6/19 – Washington, DC
9/20 - 9/22
Baltimore, MD
2/1/2012 - Deadline
3/1/2012 - Deadline
5/1/2012 - Deadline
Chicago, IL April, 14-15, 2012

23. EVENT MARKETING ELEMENTS
Booth Display Characteristics
• Size - 10 X 20
• Four 42’ Monitors
• One – Beverage line
• Two – Patee Line (Gourmet)
• Three – Nutrition Supplements
Line
• Four – Meat Replacement Line
• Four Testing Tables (internal storage)
Important Printed Elements
• Business Cards
• Product Description Sheets
• Company Profile
• Manufacturer Profile
Multimedia Elements
• Manufacturing Process
• Product Features & Benefits
• Distribution Company Profile
• Product health benefits

24. PER EVENT EXPENSES 4 PEOPLEEXHIBIT EXPENSES
EVENT TOOLS BUDGET
ITEM COST
10 X 20 Exhibit Rental $3,500.00
Event Rentals & Advertising $2,500.00
Four 42’ Monitors $2,400.00
Branding Graphics $1,000.00
Promo video Production (4) $10,000.00
ITEM COST
Lodging & Meals $2,000.00
Branded Apparel $600.00
Printed materials & Media $1,000.00
Travel $1,600.00
Event Consultant $850.00
EXHIBIT COSTS
EVENT Space Cost SF COST
National Restaurant Association 10 X 20 (200 SF) $29.00 $5,800.00
Summer Fancy Food Show 10 X 20 (200 SF) $34.00 $6,800.00
Natural Food Expo 10 X 20 (200 SF) $39.00 $7,800.00
America Food and Beverage 10 X 20 (200 SF) $31.00 $6,200.00

25. FANCY FOOD SHOWS
SUMMER 2012 • WASHINGTON, DC
JUNE 17 - 19, 2012

26. FANCY FOOD SHOW DESCRIPTION
Discover 180,000 specialty foods and beverages from 2,400 exhibitors spanning
80+ countries. Network with thousands of your peers and build new
relationships. Learn from industry experts with 20 + educational seminars tastings
and tours. Find the most innovative products at the annual sofi™
Awards Ceremony.
Overview of the exhibit floor

27. NATURAL FOOD EXPO
SPRING 2012 • ANAHEIM, CA
MARCH 8 - 11, 2012
AUTUMN 2012 • BALTIMORE
SEPTEMBER 19 - 22, 2012

28. NATURAL FOOD EXPO
DESCRIPTION
The show engages over 20,000 industry members, representing 80 countries, and
the show floor comprises of 1,450 exhibits.

29. NATIONAL RESTAURANT
ASSOCIATION SHOW
NRA Show 2012 will mark 93 years of an event that draws 58,000+ restaurant
and foodservice buyers from all 50 states and 100+ countries. The growing
energy and optimism of restaurant, foodservice and hospitality buyers was
tangible at NRA Show 2011 and drove increases in key attendee categories over
the previous year.
3% increase in restaurant and foodservice operators
7% increase in dealers and distributors
8% increase in press representatives

30. FARMER MARKETS

31. FARMER MARKETS
7222 Farmer Markets Nationwide

32. Franchise Program to promote small-family business selling products our product line
in farmer markets. Low risk – Low Investment reasonable returns.
FARMERS MARKET STRATEGY
MARKET FACTS
27 Farmer Markets in South Florida 18 Farmer Markets in Orlando Metro
23 Farmer Markets in Tampa-Naples 14 Markets in Jacksonville – St. Augustine
31 Farmer Markets in DFW Metro 10 Farmer Markets in Houston Metro
51 Farmer Markets in San Antonio Metro 23 Farmer Markets in Austin, TX Metro
Total Farmer Markets in our target area 197
Fully Designed Standalone mobile Sales Booth
Fully Integrated Point of Sale System with CC Processing
Just in time stocking system
Complete marketing and promotional support
Franchising
Program

33. ONLINE STRATEGY
CANAANFOODS.COM –
AMAZON.COM –
2EATWELL.COM –

34. WEB PROJECT DESCRIPTION
Web
Properties
• Brand official website
• Product Catalog: Benefits & Recipes
• Community Support Programs
• Recipe & New product contests
• Largest online retailer
• Point of Sale advertising
• Direct to Consumer Sales
• Fulfillment by Amazon
• Viral eCommerce fundraising project
• Social Networks Integration
• Group Purchasing
• Gift Certificates
Amazon.com
2eatwell.com
Canaanfoods.com
T I M E L I N E
W E B S I T E
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A M A Z O N . C O M
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