Presented by: Javaphile Co. Jessica Horlacher and various students Perfectly Pre-Portioned for Your Busy Lifestyle

Overview I.About Our Company II.Our Products III.Supply Chain IV.New Product Development V.Market Analysis VI.Target Market VII.Competitive Analysis VIII.SWOT Analysis IX.Our Newest Innovation X.Varieties XI.Sales and Marketing Strategy XII.Pricing Strategy XIII.Comparing Our Prices XIV.Sales Forecast XV.Sales and Marketing Budget XVI.Revenue Goals

History Founded in 1995 More efficient, convenient, cost effective ways to brew coffee Our Mission Product: Coffeeology. innovative coffee products of exceptional quality for the barista at heart Economic: sustainability guarantee that all our products are made from and wrapped in the most eco-friendly packages possible Social: make every day a great day for our customers a person with a cup of coffee in hand is a person ready to change the world!

Our Products Bagged coffee Whole bean Premium line Decaffeinated Mugs Travel (insulated/ non-insulated) Disposable Ceramic Coffee creamer Milk-free Sugar free Seasonal Coffee lover gifts Gift cards K cups

Supply chain Coffee grounds from Specialty Java Filters from Melitta Bamboo Coffee Filters Manufacturing – owned by Javaphile Co. Distribution through Javaphile Co. Retailers’ Distribution Centers – Wegman’s, Walmart, Giant, Sam’s Club Retailer End user

New Product Development New product strategy Increase Javaphile’s revenue and market share Market orientation- Our philosophy assumes that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a product. We want to stay true to our mission statement: Idea generation consumer focus group focusing on Generation X and Y, Baby Boomers and Teens suggestions that we received via social media Idea Screening customers decided that our “perfect pod” was the product that they most wanted to see in stores.

Market Analysis Industry Size, Growth, and Trends Coffee- second largest commodity 54% of Americans consume coffee daily (100 million people) Annual average revenue U.S. – $27 billion Global - $100 billion Estimated annual growth of 2.7% Retail Market for Coffee Industry: On-premises, off-premises and online sales of hot, iced and instant coffee, as well as sales of coffee beans and ground coffee.

Target Market Prefer the low-cost, convenient, and sanitary benefits of brewing coffee at home Don’t desire to purchase new brewing system Households Students Mid-West United States No Starbucks/ Dunkin Donuts Establish Javaphile Co. brand name

Competitive Analysis The Competition Folgers Starbucks Green Mountain Barriers to Entry Coffee bean prices High up-front investment needed to grow significantly Strong brand recognition of major players Economies of scale

SWOT Analysis Strengths: Sanitary, convenient, perfectly pre-portioned, mess-free, brews a modern size 12oz cup of coffee, eco-friendly, works in traditional coffee brewing system, costs less then 75¢ per cup Weaknesses: Can’t use in Keurig brewing system Opportunities: At home, no need to purchase new brewing system Threats: Competitors, yet huge market share; supplier issues

Our Newest Innovation The Perfect Pod Why it’s Great: Sanitary Convenient Perfectly pre-portioned No Mess Brews a modern size cup of java Eco-friendly bamboo filters Works in traditional coffee makers Costs less than 75¢ per 12oz cup

Varieties Mug Size – 12oz On-the-Go – 24oz Full Pot – 72oz Mild, Medium, Dark Roast Hazelnut, Mocha, French Vanilla, Chocolate Seasonal: Peppermint Mocha

Sales and Marketing Strategy PROMOTION Advertisement starts 2 weeks prior to launch To inform about product ads in grocery stores inserts in grocery store flyers Commercials – during breakfast hours social media Once product hits shelves advertisements continue demonstrations and taste testing

PLACE Where to find perfect pod? Main retailers will include: Walmart Sam’s Wegman’s Price Chopper Weis Giant

Pricing Strategy Our costs per pod: $0.24 Our price per pod: $0.72 Our profit per pod: $0.48

Our costs per can: $4.82 Our price per can: $14.46 Our profit per can: $9.64

Comparing Our Prices Average cup of brewed coffee: $1.38.

Sales Forecast 1 unit = 1 can

Sales and Marketing Budget For our first year, we project gross sales of approximately $26.9 million. Introductory stage devote 10% of our gross revenue $2.7 million Growth stage devote 20% to 25%. $5.3 to $6.7 million

Revenue Goals Short-Term Our first month: $1.1 million Long-Term Our first year: $26.8 million

Let’s Sum it Up! Our latest innovation has 8 great features! Capture attention, increase consumer interest and desire, and ultimately result in purchases Less than $15 per container, or $.72 per cup With product awareness, affordable pricing, and great consumer benefits we are anticipated demand of 75,000 units in intro stage We anticipated our first month’s revenue to be $1.1 million.