FRESCITO OPPORTUNITY EXECUTION PROJECTFALL 2012TECHNOLOGICAL ENTREPRENEURSHIPCreativo Team

Our value proposition

We offer our customers the possibility to now know what, where and when they need to buy fresh organic food near them !

Smart device application (mostly for smart phones and smart TVs)

We offer organic producers and distributors of fresh fruit and vegetables the possibility to be advertised and to local producers to sell without middlemen

Cooking and shopping profile

Recipes

Alerts on need for fruit & vegetables

Suggested organic shops, or bio section in super markets or online order from producers

HOW WE DECIDED FRESCITO

About Creativo teamWhen started working as a team we all had the same purpose: create something new and learn during the process.

Our team leader was open to new members so the team became multinational (Argentina, Italy, Greece and Croatia)

Initial brainstorming was about a security app or a dreams recorder

We all decided to go on with on-line site for fruit and vegetables

Organic

Fruit & Vegetables

Not directly from us

Easy and convenient

Online platform

Mobile app

Initial name Fruitalia…The initial company and brand name was Fruitalia but we changed it to Frescito

The name was changed as the idea

Initial idea: deliver at your door fresh fruit & vegetables from a selected channel of local producers

New idea: Although people were excited about no middlemen there were some basic problems:

•Usually consumers buy technological things on-line

•Not able to have physical contact with products

•Lack of trust

•High storage and delivery costs

•High costs from fruit & vegetables F.I.F.O logistics

Fruitalia turned to Frescito

So our new value proposition overcomes these obstacles and takes advantage of the stated pros:

•Raise in customers buying organic food

•Tendency

•Nutrition awareness

•Interest in recipes and nutrition info

•Lack of time for shopping

•Start using more applications for smart phones

•A small % is ready to buy on-line

Organic food shoppers become

more

Recipes/ nutrition interest

Tendency

On-line buying to avoid

middlemen

ALSO…SMART PHONES AND TVS BECOME REALITY

Our marketWorld organic food sales jumped from $23 billion in 2002 to $52 billion in 2008.

The world organic market has been growing by 20% a year since the early 1990s, with future growth estimates ranging from 10%–50% annually

OUR target market segment

Younger buyers with access to

the internet and smartphone use to

BUY ONLINE. So we will

Transform in their “tool” to

Ease and make their buyings

The result:A Growing

Market

Younger Buyers, better educated with higher incomes and

technology users

Healthful, tasty and

environmentally friendly Food

Organic food is more

available e-commerce

is growing fast.

Marketing CampaignsWe must be on the social networks-

They are the cheapest way to reach customers and reach a large number of audience.

The stores that are “Frescito Friendly” would have our LOGO on their stores so people would know where they can shop through us.

And last, contract a SEO service, Google adwords and ads in relevant websites.

MKT ACTIONS

Stores that sell through us will

have an ID on their shops

with our advertisin

g

Social media

campaigns:

Facebook, Twitter,

Pinterest

Google adwords

and advertisement on relevant

sites, SEO

COSTIntial Costs:

Website creation : $5000Application creation: $5000Server per year : $1000Site maintenance per year : $6000

Human Resources (sellers): $40000

Others (functional costs): $12000

Total Fix Cost: $69000

Marketing campaign costs :

-Social media : $ 0,1 cent per targeted individual. We want to reach an audience of 200.000 users (impressions)= $ 200 per month $2400

-Google adwords , to appear on google search for specific words on top : 1 cent per click and we target 100.000 clicks. So, we have to “hit” a word of 1000000 impressions if we want click through our site (estimated 10% of impressions are click)

=$1000 per month $12000

- Internet advertisement on relevant sites: $10/1000 impressions = $1000 (for 1000000 people) $12000-Stores adverstising $12000

Other marketing & sales actions $ 6000

Total Variable Cost: $44400

INITIAL COST: $113000 Moving capital for 1st month:

site & app creation: $10000

Monthly total cost: $8500

Social Media5%

Google adwords

27%

Internet ads27%

Stores ads27%

Other Mrt& sales14%

Marketing Cost Ana-lysis

Website creation4%

Application creation

4%

Server per year1%

Site main-tenance per

year5%

Human Resources (sellers)

35%Others (functional

costs) 11%

Marketing campaign

costs39%

GENERAL COST

REVENUESThe user pays 2$ to download the mobile app and 50 $ for one year access to the website

The organic shops, super-markets and producers-farmers pay a monthly fee of $100 (average) (there will be a customer differantiation policy)to appear on our suggested lists (initial estimated partners 50) These alliances will be one of our strengths

Other revenue comes from web advertisement for this targeted audience

  Market size for recipes fans and organic food lovers is really big!

Incomes

App download $60000

Website users $25000

Organic shops fees

$60000

Advertising $12000

Total Incomes $157000We estimate to have 30.000 users for downloading the app and 500 subscribed web page visitors and no less then $1000 per month for advertising products and stores in our website. This scenario is considered to be modest and appears to reach the break even point at the end of the 1st year

AND FINALLY…..WE  BELIEVE  IN THIS PROJECT

www.frescito.launcrock.com