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Midnight Mercato @ BGC A. Dela Cruz
Merry Moo Ar/san Ice Cream
Merry Moo is offers ar#sanal ice cream in fun and quirky flavors, homemade using fresh local dairy and only the best, natural ingredients. It caters to young, trendy, and discrimina#ng ice cream lovers through exclusive bazaars and events.
Merry Moo Ar/san Ice Cream
Founder and Chief Ice Cream Officer: Kelvin Ngo Started 2010
Key Partners
¡ Mercato Centrale Group
¡ Trendy chefs and restaurants
¡ Trendy food blogs and magazines
¡ Suppliers
Key Resources Suppliers – Dairy (farmers’ communi/es in Laguna) Suppliers – Special ingredients Ice cream-‐making supplies and technology
Key Ac/vi/es Sourcing ingredients
Key Ac/vi/es Ice cream produc/on Research (following food trends through books, blogs, travel)
Main Value Proposi/on Ar/sanal ice cream in fun and quirky flavors
Sample Flavors § Sea Salt Caramel § Milo § Brown Bread § Horlicks § Earl Grey Tea
§ Apple Cinnamon § Rum and Raisin § French Vanilla § Aztec Chocolate § Strawberry Basil
§ Coffee Kahlua § Honeycomb § Poprocks and Mallows § BuMerscotch Pecan § Berry Corny
Packaging
Customer Segments Upscale Young and trendy Rela/vely discrimina/ng Somewhat conscious of health, environment, and social issues
Customer Rela/ons Ac/ve Facebook page Feedback through food blogs Interac/on with the owner at the store or during events
Channels Selling channels Event catering Mercato bazaars and events – BGC, Trinoma, UTT Mall shops -‐ SM Aura, Glorie]a, MOA Promo#onal channels Facebook Blogs
Financials Cost Structure
¡ Fixed Costs ¡ Rent ¡ U/li/es ¡ Equipment ¡ Labor
¡ Produc/on and selling ¡ Marke/ng (e.g. ac/vely seeking features,
product development) ¡ Sourcing
¡ Variable Costs ¡ Ingredients ¡ Packaging Materials
Revenue Streams ¡ Sales from bazaars, mall stores, and events
Lu Chi Authen/c Dimsum House
Lu Chi offers fresh, authen#c, and all-‐natural Chinese dimsum and other Asian dishes. It caters to families through its store and at bazaars.
Lu Chi Authen/c Dimsum House
§ Chef and owner: Luchi Dimatulac § Nutri/onist § Used to work at a Chinese
restaurant, where she learned to make dimsum
§ Started as a siomai supplier
§ “Lu Chi” = happy ea/ng
Key Partners
¡ Mercato Centrale Group
¡ Suppliers
Key Ac/vi/es
Dimsum produc/on
Key Resources
Suppliers – Meat and other ingredients
Dimsum and other Chinese family fare made with 100% natural and high quality meat, no extenders, no preserva/ves, and no MSG
Main Value Proposi/on
Menu ¡ Shabu-‐shabu
¡ Fried balls
¡ Dimsum
¡ Maki
Customer Segments Middle-‐income Families Health-‐ and quality-‐conscious
Customer Rela/ons ¡ Not much
Channels Selling channels Lu Chi Authen/c Dimsum House Midnight Mercato (BGC) Cucina Andare (Glorie]a 3) Mezza Norte (UP-‐Ayala TechnoHub)
Promo#onal channels Facebook Blogs
Financials Cost Structure
¡ Fixed Costs ¡ Rent ¡ U/li/es ¡ Equipment and property maintenance ¡ Labor
¡ Produc/on and selling ¡ Marke/ng (e.g. product development) ¡ Sourcing
¡ Variable Costs ¡ Ingredients ¡ Packaging Materials
Revenue Streams ¡ Sales from restaurant/grocery store
¡ Sales from bazaars, mall stores, and events
Hey Fishy Fishy! Fish n’ Chips
Hey Fishy Fishy! offers fresh, hot, and crispy beer-‐baMered fish n’ chips (and other meat and seafood). It caters to young, cosmopolitan bazaar-‐goers.
Hey Fishy Fishy Ar/san Ice Cream
§ Chef and owner: Miguel
Gregorio § Used to work for Pino
§ Inspira/on behind the
concept: Deuce Bigelow
Key Partners, Ac/vi/es & Resources Partners § Mercato Centrale and other bazaar
organizers § Suppliers (especially for seafood) § Food bloggers
Ac#vi#es § Producing and selling the products
on-‐site § Managing and storing perishable
ingredients
Resources § Ingredients (especially seafood and
San Mig pale pilsen)
Main Value Proposi/on Fresh, hot, and crispy beer-‐ba]ered fish and chips
Menu
Customer Segments Upper middle-‐income Young professionals Somewhat cosmopolitan
Customer Rela/ons Ac/ve Facebook page Feedback through food blogs Interac/on with the owner at the store or during events
Channels Selling channels Midnight Mercato (BGC) Cucina Andare (Glorie]a 3) Citywalk Levante Eastwood LGV Sunday market
Promo#onal channels Facebook Twi]er Blogs
Financials Cost Structure
¡ Fixed Costs ¡ Rent ¡ U/li/es ¡ Equipment ¡ Labor for produc/on and selling
¡ Variable Costs ¡ Ingredients ¡ Packaging Materials
Revenue Streams ¡ Sales from bazaars