Yerba mate | team fiveJohn Foust, Keely Galgano, Elizabeth Gardiner, Nick Gelbard, Ryan Niland, Sarah Pai, Nicole Weaver

AGENDA

the brief target audience

OUR BRAND

LAUNCH PLAN

Budget + Expansion

distribution

the brief

! OBJECTIVE

! Bring Yerba Mate-based beverage to market.

the brief! SITUATION

! The caffeine market is over- saturated with coffee, teas, and synthetic energy drinks. People simply aren’t aware of what Yerba Mate can offer - yet.

! OBJECTIVE

! Bring Yerba Mate-based beverage to market.

the brief

! INSIGHT

!

Americans are overworked and coffee and energy shots are their diesel. Yerba Mate offers more focused energy and a clearer mind that can improve the daily lives of the American workforce.

the brief

! OBJECTIVE

Bring Yerba Mate-based beverage to market.

! SITUATION

The caffeine market is over-saturated with coffee, teas, and synthetic energy drinks. People simply aren’t aware of what Yerba Mate can offer - yet.

the brief

! INSIGHT

!

Americans are overworked and coffee and energy shots are their diesel. Yerba Mate offers more focused energy and a clearer mind that can improve the daily lives of the American workforce.

the brief

! SITUATION

The caffeine market is over-saturated with coffee, teas, and synthetic energy drinks. People simply aren’t aware of what Yerba Mate can offer - yet.

! POSITIONING

!

Mate has all the benefits of tea and the latest ‘health‘ drinks, but packs a punch like an energy drink. It’s tea plus.

! OBJECTIVE

Bring Yerba Mate-based beverage to market.

target audience

18-34 millennial influencers upper-middle class urban

Sizing Them Up: 80 million millennials in the US alone; 2.5x more likely to be early adopters

Working for the Weekend: 33% earn over $50,000;

1 in 10 make over $100,000

City Dwellers: 56% live in a city, 34% in a

close-in suburb

target audience

Big Spenders: Largest current and potential

spending for luxury items

The Carless Generation: 70% using multiple travel

options per week

They are the influencers: 85% rely on peer approval for

buying decisions

Sources: Boston Consulting Group, Think with Google, Forbes, Ad Age, APTA

Age: 24 Hometown: Santa Clara Current City: Brooklyn !• Self-starting entrepreneur;

now he works at a small start-up

• Hunter cares about his appearance, following the latest health trends !

• Each Saturday, you’ll find him at the local coffee shop reading The New Yorker and flipping through social dating sites

• Hunter doesn’t fit neatly into one box

meet hunter

!!!Age: 25 Hometown: Dallas Current City: LA !• Works as a curator at

the J. Paul Getty Museum

• She’s a tech-savvy trendsetter, but doesn’t let it rule her life !

• Blogs about everything she loves - nerdy obsessions and all - for the Tumblr world to see

• Kat can be found at her local SoulCycle each morning before work

meet KAT

day in the life

Our brand

THE product & Brand story

Energy w/o Jitters

Frenetic EnergyCalming Experience

Health w/o Hassle

THE healthy middle ground

Energy

Health

Zen

Natural

energy tonic?

defining a new category

innovative technology

the hot-can

pricing rationale

Starbucks Refresher $1.90

Starbucks Grande Coffee $1.96

Bai $1.99

Argo Tea $2.39

Synergy Kombucha $2.99

5-hour Energy $3.99

VYM $3.15

us vs. them

All-natural premium Yerba Mate | New category | Innovative technology

Launch plan

PR Push

Retain New York-based PR services with outreach to these suggested outlets:

trade and business

publications

fashion and lifestyle

publications

food and drink publications

influential bloggers

brand partnerships

Promoting wellness in the workplace

festival presence

south by southwestYearly Attendance: 300,000 coachella

Yearly Attendance: 675,000

bonnarooYearly Attendance: 150,000

lollapaloozaYearly Attendance: 300,000

potential

reach

1,425,000per year

airport promotions

O’HARE International Airport 1,900,000 passengers per day

Los angeles

international airport47,000 passengers per day

San Francisco International Airport

101,000 passengers per day

JFK International airport129,000 passengers per day

potential

reach

2,177,000per day

our creative point of view

creative pov

Creative tone in line with our target

Messaging will be product-focused

Deployed in target-appropriate media channels

brand website

Social / Twitter

Social / Twitter

Social / facebook

Social / instagram

bus shelter takeovers

Traditional

creative / Print

creative / Radio

creative / TV

distribution

the vym bus

baked energy

POP-UP storefronts

Budget + Expansion

year-one budget

Food Truck 100,000

Pop-Up Stores 96,000

Bus Shelter 84,000

Street Team 10,000

Festival Cart 16,000

PR Firm 60,000

Operating Cost 87,500

Total $541,000

If we produce 50,000 cans and sell 50% at $3.15/each, our revenue will be $6,250 leaving us

-$34,750 in year one.

brand expansion

product extensions

Long-term distribution

premium grab & go convenience stores

Long-term distribution

premium grab & go convenience stores

why it works

New category: Energy Tonic

Creative tone in line with our target

Unique brand experience

Distribution tactics that build relationships

thank you | any questions?