GLOBAL GOODIES

Global Goodies, uniting travellers with the best food and produce from anywhere in the world

Eat Well, Travel Often

Market Opportunity

The number of UK residents travelling abroad is continually rising

Lack of knowledge of local produce leading to wrong price, wrong product

Global Goodies Provides with product-centric profiles

Market Size & Trends

UK-based Food Adventurers:● The ethnic foods industry in

the UK is predicted to grow by 45.1% between 2013-2016.

● Increased demand for authenticity of ethnic foods.

● Increased spend in dining outside of the home (+13.3% Aug 2012 to Aug 2013).

Size of market: Annual no. of visits abroad by UK residents: 58.2 million

Total annual spend by UK residents abroad: over £32.5 billion

Key growth

segments:

UK Travel Enthusiasts● Holiday more frequently

(+3% ytd Jan - Aug 2013).

● Spending more on holiday

● Luxury end of the travel market has been, and will continue to perform strongly.

Dedicated Gourmet Travellers:

● Food and wine travel is the no.1 reason for 600,000 trips per year in Europe, and the secondary reason for 20m trips.

● Expected growth of this segment is 7% - 12% pa.

● Food travellers spend around USD 1,200 per trip.

Key Consumer Trend: Peer Reviews

74% of consumers search for reviews online before making a decision.

Peer reviews are trusted by 77% of consumers.

Principle Persona: Dedicate Gourmet Traveller

EdwardDemographics:● DINK (double income, no kids)● Aged 25-35● Affluent

Characteristics: ● Ahead of the curve. ● Authenticity is key. ● Gastro-socialite.● Eschews uniformity.

Behaviours: ● Reads: Sunday Times Travel Magazine app via iPad,

holidayonthemenu.com. ● Most used social networks: Instagram, Facebook.● Likely to Google: “when is truffle season in istria”.● Dream Gourmet holiday: Margaret River Gourmet Escape,

Western Australia, held annually in November. ● Most likely to say about Gourmet Goodies: “At last! A place

where I can connect with people who share my passion for world food.”

PEST Analysis

SOCIAL

• Growth of UK population- expanding market share• Surging interest in travel and foreign cultures• Growth of interest in international food and drink

ECONOMIC

•- Double dip recession – negative impact on frequency of travel overseas• Fluctuating exchange rates in target countries• Impact of Globalisation• Global food prices are subject to huge fluctuation as they rely heavily on unpredictable agricultural factors.

TECHNOLOGICAL

•- Growth of travel websites/forums• Increase in travel related apps• Access to wifi technologies abroad has been made widely available.

POLITICAL

• Taxes on imported goods• Government restrictions on imported goods

Competitor Analysis

Competitor 2 – The Ark of TasteThe Ark of Taste travels the world collecting small-scale quality productions that belong to the cultures, history and traditions of the entire planet. The Ark was created to point out the existence of these products, draw attention to the risk of their extinction within a few generations, invite everyone to take action to help protect them. (1282 products listed around the world)

Competitor 3 – SupermarketsAlthough local supermarkets are a cheap and easy way to source local products – there is no information readily available about which products are considered the ‘goodies’ of that country. Although they may not stock specialist foods, they are a easily accessible and cheap option for tourists.

Competitor 1 – Duty FreeDuty free shops in airports around the world all stock universal items like cigarettes, alcohol etc. However they all tend to have sections that stock national products; be it food or collectable items. Buying these products also has the dual benefit of being both tax free, and purchasing these items before your flight home does not restrict you to having to load them into your baggage allowance as you can take them aboard as a separate item.

Food & Travel Apps

Mobile usage is changing rapidly – they are no longer just for making calls. Consumers are using their phones as devices to research and discover new things. By the end of 2013 more people will be accessing the internet via their mobiles than their desktops, and therefore its crucial that as marketeers we think about the best way of communicating and interacting with these users (on a very personal device).

There is a plethora of food and travel apps out there; all offering something slightly different for those with a penchant for travel.

Product

Website Features

Social plugins and

integration

Video integration

Easy navigation

Simple design and user interface

InstagramSearch Forum/ Blogs

Placing orders

Product

Brand/Product Positioning

Business Model

Ad Revenue

Paid Content

DatabaseSales

Revenue Model

Pricing

Trigger

Triggers that spark an interest in authentic food.

● a trip abroad● discovering a

new cuisine (home/abroad)

● desire to create / reproduce food experience at home

Consider

What the consumer wants out of the purchase.

● relive an experience / memory

● share culinary/cultural expertise with friends

● create a wholly new experience

Search

The best information sources available.

● major / specialist supermarkets

● online shops● culinary

magazine● online

discussion forums / communities

● friends/family

Awareness of Global Goodies needs to be built to disrupt consumer patterns at this phase.

Our Consumer Journey Touchpoints

Choose

Choosing between brands, based on functional and emotional factors.

● Product cost● Quality● Recommendatio

ns

Acquire

Taking action and making a purchase.

● Availability of product

● Accessibility the product

● Promotional offers

Experience

Experiencing the product and whether it meets expectations.

● Follow-up recommendations

● Ways to deepen the relationship

Our Consumer Journey Touchpoints

Market Approach

• Keyword/search advertising could be effectively used to target the products and even brands which consumers seek.

• Global Goodies website landing page for accommodation (hostel, hotel) and travel (airport) WiFi networks.

• Sponsored food journalism/columns in newspapers and magazines, including recipes which use products available through Global Goodies.

• Sponsored cooking demonstrations/tastings at transport hubs.

• Sponsor travel and food bloggers to try our services and write about the products.

• Referral scheme - vouchers for those who recommend to a friend.

• Offers (like free delivery/shipping) to entice customers in the beginning.

KPI’s

COMMERCIAL

● 150 Brands and restaurants represented

● 141 promotional packages sold

● 90% of advertising inventory utilized

● £155.9K commercial revenue

COMMUNITY

● 4K weekly active users

● 22.5K monthly visitors● 42.9K subscribers● 100K comments &

posts each month

● £78K traveller revenue for deliveries

Sales Forecast Y1

Growth Model Y5

An Experienced & Committed Team

Mabel AguirreChief Executive Officer

Rachel OwenCompetitor insights lead

Rohit KatyalChief Technical architect

Max SullivanHead of Sales & Marketing

Jenny LeeHead of Insights

Coralie MCreative Director

Ed HammertonProject Manager