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The design and launch of the new European alcohol brand
· Flaviar - first experience ·
GRIŠA ŠOBA [email protected]
www.flaviar.com
· WHO IS THIS GUY? ·
would you buy a £100 bottle without tasting it first?
Five New Flavors Delivered Every Month.
Discover Exciting Drinks In The Company Of Your Friends.
Subscription-based Social shopping businesses
· TRENDS ·
800.000 users.
Estimated revenue of
$25M in 2011.
Investment $43.5M.
Revenues $1M per month
in the end of 2011.
Investment $10M.
10M users.
$300M valuation in 2010.
Expected revenue (fees) from
$72M in 2011 to $201M in 2016.
Investment $27M in 2008.
2M users in less than a year.
Estemated revenue of
$100M in 2012.
Investment $51M+.
1M users.
Selling some 2M bottles in 2011.
Revenue $56M in 2011 - a 25%
increase over FY2010.
600.000 users (jan. 2012).
Revenues $1.5M per month.
Investment $41M+.
Wine clubs & niche marketplaces
· TRENDS ·
Total revenue €8.4bn
CAGR 2009-2014 11,3%
Alcoholic beverages €2.6bn
On-line grocery in Europe in 2009
· TRENDS ·
CONSUMER CRAFT PRODUCER
? ? ? ?
?
? ? ?
?
· WHAT’S MISSING? ·
What to drink? Where can I find new customers?
I know and trust only mainstream brands.
Buying a bottle online, is a big deal.
Too many options.
Brand awareness is low. My reach is just local (no
international or global partners and logistics).
Major brands rule.
AFICIONADO Where can I find new products?
Not available in my local shop/town/country.
I can’t afford every bottle. I only want to taste and see if
it’s really that good.
MAJOR BRANDS
Alcohol advertising restrictions.
How do I get more fans?
AFICIONADOS NEWBIES PRODUCERS
• Discover new flavors. • Show off my knowledge and
collection. • Meet others like me. • Buy as a gift. • Teach newbies.
• Learn to appreciate spirits. • Engage in a social activity. • Improve your smarts. • Socialize with aficionados.
• Access to aficionados and opinion leaders.
• Global customer base. • Create a new generation of
informed drinkers.
+MAKE IT SOCIAL!
• Invite 2 more friends. • Organize tasting parties. • Create a habit of meet-ups. • Return to website, enter
ratings.
5 new flavours every month!
Discover new flavours Whisky, Rum, Cognac, Gin, Vodka, Grappa, Tequila,...
· WHERE ARE WE NOW ·
· Fans From All Over The World ·
Registered users
· WHERE ARE WE NOW ·
Austria Belgium Finland France
Germany Italy
Netherlands Slovenia
UK
EU subscribers (shipping to... alphabetical order)
· WHERE ARE WE NOW ·
· bootstrapping · hustling · grinding ·
· WHERE ARE WE NOW ·
Social Media
PR
Co-branding
Talking to customers and getting feedback
Social shopping, game mechanics
Testing media buy - measuring KPI, CPA, CR...
Spreading The Word
· LESSONS LEARNED ·
· Talk to your customers ·
· LESSONS LEARNED ·
· Measure ·
· LESSONS LEARNED ·
· Make it social ·
· LESSONS LEARNED ·
· Nice content and a QL product help :)
mmm, definitely single barrel!
· LESSONS LEARNED ·
· Surround yourself with smart people ·
who disagree with you
· LESSONS LEARNED ·
· It isn‘t easy to bootstrap on foreign ground ·
but local ecosystem can help
· LESSONS LEARNED ·
· BE AWESOME ·
Stop whining and deploy!
· THE FUTURE ·
· Everything about the Flavour ·
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