MARKETING PLAN

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 -

MESSAGE TO END CONSUMER

OUR MESSAGE

Vegan Organic High Quality Healthy Longevity

Weight Loss High Energy Natural Environmental

Ackn

owle

dge I am what

I eat Belie

ve I can live a better life D

ecid

e Today is the day

Exec

ute Select the

best food

Cele

brat

e Share life with those around you

STRATEGY

PHASE IVPHASE IIIPHASE IIPHASE IJAN 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

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

CO

NS

UM

ME

RR

ET

AIL

ER

• 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

GLOBAL TIMELINE

Task1 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

PRODUCT LINES

Beverages Organic Nutritional Supplements

Vegetable Proteins Organic Pateés

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.)

COMPANY START UP – PHASE I

SET UP OFFICE, WAREHOUSE, SALES AND MARKETING TOOLS TO BEGIN OPERATIONS

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

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

PRESALES – PHASE II

PRIORITY: CASH FLOW - GROCERY COOPERATIVES – SMALL RETAILERS – WINE AND CHEESE -SDA MARKET

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

P R E S A L E S P L A N

1. Target Marketa. Catering Companiesb. K-12 Schoolsc. SDA schools & hospitals

2. Target Regiona. Miami Metrob. Tampa Metroc. Orlando Metro

LAUNCH

1. Cafeteria Food 2. School Fundraising

a. Selling Canaan’s products at the school

b. Online promotions3. Nutrition seminars

onsite for parentsa. Smart Foodsb. Longevity Foods

PRESALES CAMPAIGN

1. Sell 2 containers 2. Reach 30% market

share3. Give 10 seminars in

different schools4. Acquire 2,000 contacts

from seminars

CAMPAIGN GOALS

KEY COMPANIES

Top 10 Caribbean

Resorts

FLORIDA ORGANIC STORES

158 Organic Food StoresIn South Florida

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

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

FULL OPERATIONS – PHASE III

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

FULL OPERATIONS OVERVIEW

Big Box Retail Markets

Farmers Market

Amazon.com2eatwell.com

International

Organic ChainsWine & Cheese

Texas, Florida, North

Carolina

Online food Stores

Colombia & Venezuela

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.

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

EVENT MARKETING PLAN

EVENT1 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

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

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 COSTSEVENT 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

FANCY FOOD SHOWS

SUMMER 2012 • WASHINGTON, DCJUNE 17 - 19, 2012

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

NATURAL FOOD EXPO

SPRING 2012 • ANAHEIM, CAMARCH 8 - 11, 2012

AUTUMN 2012 • BALTIMORESEPTEMBER 19 - 22, 2012

NATURAL FOOD EXPO DESCRIPTION

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

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 operators7% increase in dealers and distributors8% increase in press representatives

FARMER MARKETS

FARMER MARKETS

7222 Farmer Markets Nationwide

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 FACTS27 Farmer Markets in South Florida 18 Farmer Markets in Orlando Metro23 Farmer Markets in Tampa-Naples 14 Markets in Jacksonville – St. Augustine

31 Farmer Markets in DFW Metro 10 Farmer Markets in Houston Metro51 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

ONLINE STRATEGY

CANAANFOODS.COM – AMAZON.COM – 2EATWELL.COM –

WEB PROJECT DESCRIPTION

WebProperties

• 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 EW E B S I T E

NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT

C A N A A N F O O D S . C O M

A M A Z O N . C O M

2 E A T W E L L . C O M

2 0 1 22 0 1 1

PUBLISHCONDESIGN

PUBLISHCON

PUBLISHCONTENTDEVELOPMENT