1. Business Development Workshop
Section B1: Team 1
Alyssa Carey, Diana Tong, ChakPellakuru,
Ran Zuo, Jasper Hellweg, Tommy Lin,
KatherynKoch, Dennis Yu, Michelle Johnson

2. Agenda
Introduction
Marketing Information
Positioning
Segmentation
Competitors
Operations Information
Suppliers
3. FOCUS GROUP THEMES
Distribution expect in grocery stores more than in party stores
Marketing mix would expect demonstrations to see the product in use
Versatility usually drink same beverage, so dont need many different size capabilities
Key Attributes fizz, insulation, and fitting multiple bottles not as vital as expected
4. Critical Success Factors
After2 years,gain 5% of the market share. Every preceding year, gain an additional 1% of the market.
0% of our materials that come in contact with beverages will not contain BPAor other harmful chemicals
After the two years, start targeting our secondary market more heavily, eventually getting 10% customers from outside original market
Consistentlylimit all product malfunction to < 1%
5. Critical Success Factors
0% of our materials that come in contact with beverages will not contain BPAor other harmful chemicals
OM- Ensure our suppliers use BPA free spigots
MK- present our product as health conscious and green.
6. CRITICAL SUCCESS
Broaden product market to attract more customers
After the two years, start targeting our secondary market more heavily, eventually getting 10% customers from outside original market
MK
Place advertisements in more appropriate locations
Give product sample to assisted living-homes
OM
Product research and development topotentially redesign product to fit different shaped bottles
7. Product Description
Tap-it is a beverage dispenser that utilizesa special spigot-cap that controls the flow of liquid to prevent spills. The product is placed on a platform and is elevated using specially calibrated springs to keep the drink container at the perfect angle for the most consistent drink pouring experience.
8. Product Benefits& Consumer Needs
Consumer Needs:
Easy to use by children
Space saving
Mess reducing
Convenient storage
Benefits:
Spill-proof for kids
Easy to use
Saves space in fridges and counters for parties
9. Targeted Segments
Sugar Mommas + Daddies (11,671,642 Households)
Households With the Youngest Child 6-17
Who Spend More Than $333 on Bottled Non-Alcoholic Beverages
And Generally Feel Rushed
Oldies But Goodies (CHANGE NUMBER Households)
Households Occupied by People 55+
Who Earn More Than $35,000 Per Year
And Generally Feel Rushed
10. Total Target Segment:
11,671,642 Households
Total US Households With Children
39,478,000
Youngest Child 6-17
21,743,000 (55%)
Youngest Child 0-5
17,735,000 (45%)
Spend less than $333 on non-alcoholic beverages per year
8,479,770 (39%)
Spend more than $333 on non-alcoholic beverage per year
13,263,230 (61%)
Always Feel Rushed
4,111,601
(31%)
Sometimes Feel Rushed
7,560,041
57%
Almost Never Feel Rushed
1,591,588
12%
Dont Know