team innov8 chocolate 2

Washington State University

Team INNOV8

Chocolate 2.0 PRJ3 Report

Sarah Tomich, Kulvir Brar, Darien Chui, Aaron Young, Huy Huynh

Global E-Commerce

Dr. Michael Curry

10 April 2017

Revised Home Page

Craving chocolate? satisfy your taste buds and help save the planet! Your purchase matters. Click

Here.

http://van-prestashop.vancouver.wsu.edu/group6/index.php

http://van-prestashop.vancouver.wsu.edu/group6/index.php

Executive Summary (Sarah)

Overview

In recent years, buyers are becoming more actively aware of personal consumption, including gourmet

chocolate. Certified labels such as the Fair-Trade Association are presented on verified packages to

notify consumers that no slavery was induced in exchange for cocoa, the essential ingredient. According

to the Food Empowerment Project, a number of international corporations such as Mars, Hershey’s, and

Nestlé are among the worst offenders of child labor laws in the West African cocoa supply chain1.

Mission

The creators of Chocolate 2.0 have established a fine selection of high quality chocolate through

commitment. Our products contain certified labels including USDA-ORGANIC, non-GMO, and most

importantly Fair-Trade Association that symbolize quality assurance. The mission of Chocolate 2.0 is to

provide an alternative chocolate selection that ethically supports our suppliers and are ecosystem.

Sales and Marketing

Chocolate 2.0 has established a unique partnership with the Endangered Species Act. Each chocolate bar

flavor represents a critically endangered species and when a purchase is made, 10% of profits are

donated to the foundation. We believe this marketing aspect targets consumers using both ethos and

pathos models of persuasion. Our contribution with the Endangered Species Act and Fair-Trade

Association conveys Chocolate 2.0s unique selling proposition, Humanity With Kindness. This marketing

strategy promotes awareness and builds relationships with target customers.

Financial

1 Source: Foodispower.org

"Child Labor and Slavery in the Chocolate Industry." Child Labor and Slavery in the Chocolate Industry | Food Empowerment Project. Accessed April 17, 2017. http://www.foodispower.org/slavery-chocolate/.

The cost of each chocolate bar is $1.50. The manufacturer's suggested retail price is $4.99 and 10% of

each donation generates approximately $00.50. The profit margin after deducting 1o% is $3.00.

Chocolate 2.0 has presented coupons redeemable only online to encourage buyers to explore our

website and promote sales.

Conclusion

This proposal outlines Chocolate 2.0s passion and commitment to the environment and ethically

supports suppliers that make our products available. We aim to grow awareness by spreading the

message of endangered species within chocolate labels and overall make a difference.

Change log:

● Updated product descriptions. ○ Changes in ingredients list to specify product composition. ○ Changes in description semantics for increased product clarity.

● Changed company logo. ○ Received feedback that original looked similar to marijuana leaf, made changes

accordingly. ● Redesigned product packaging.

○ Existing package design was too similar to competitor. ○ redesigned unique packaging, while still emphasizing animal welfare aspect.

● Updated existing webpages. ○ Redesigned homepage to include anchors, hyperlinks, updated description, and new

layout. ○ Changed product pricing to address profit margin concerns. ○ Changed quantity available to address inventory concerns.

● Added new product pages for other products. ○ Added 12 unique new product pages. ○ Created new product categories.

● Added/updated static web pages. ○ Updated “Terms of Service” section.

■ Deleted instructions from PRJ2 rubric. ■ Rephrased existing wordage. ■ Added new snip with updated text. ■ Added summarized version of shipping and return policy.

○ Updated “About Us” section. ■ Changed wording to better accommodate company values. ■ Deleted instructions from PRJ2 rubric. ■ Added new snip with updated text.

○ Updated “Contact Us” section. ■ Deleted instructions from PRJ2 rubric. ■ Added new snip with updated text.

○ Updated “Shipping and Return” Policy section. ■ Deleted instructions from PRJ2 rubric. ■ Added new snip with updated text.

○ Updated “Thank You/Shipping Confirmation” section. ■ Deleted instructions from PRJ2 rubric. ■ Updated wording in confirmation email. ■ Changed email domain from Gmail to custom domain. ■ Added new snip with updated text.

○ Updated “Why Choose Us” section. ■ Deleted instructions from PRJ2 rubric. ■ Added new snip with updated text.

● Updated “Google AdWords”. ○ Changed word/character counts to comply with Google AdWords.

Business Overview

(Sarah)

Chocolate 2.0 offers a variety of high quality chocolate made with USDA organic and Non-GMO

ingredients. We are committed to providing humanity within chocolate by abiding with the Fair-Trade

Agreement with our premier cocoa providers. In addition, Chocolate 2.0 supports the Endangered

Species Act by donating 10% of our profits to critically endangered species.

In order to excel within a niche market, our incentive is to develop customer relationships who truly

value their chocolate of choice. Chocolate 2.0 has generated each flavor by consumer preference and

endangered species. By providing a selection of chocolate containing a specific species per each flavor,

customers essentially choose what species they’d like to contribute to. Allowing customers to make an

impact with a single sale is not only a key to success but it creates a positive word of mouth.

Chocolate 2.0 has crafted ten unique chocolate bars that are suitable for our e-commerce model. We

have established a variety of milk chocolate and dark chocolate flavors to suit our target customer. Each

bar contains elements to attract buyers by flavor, endangered species, and lastly certified labels

including Fair-trade association, USDA Organic, and Non-gmo ingredients.

Revised E-Commerce Strategies

Business Overview (Sarah)

Chocolate 2.0 recognizes the potential prosperity within the chocolate industry. Our company

seeks prominence on quality ingredients, ethical production, and the environment. There is a

saturated market filled with commercial chocolate brands however, we are committed to

providing a product that is enjoyable, wholesome and beneficial. Advantages associated with

our company encourage incentives for consumption. According to Statsica.com, chocolate sales

in the US reached 21.7 billion dollars and are estimated to reach 22.4 billion for 20172. In

addition, 90% of shoppers believe that online reviews influence their buying decision, and 72%

of millennial shoppers are favorable to retargeting, in which advertisements are based on

preference3. Furthermore, Chocolate 2.0 encourages feedback on all products available to

access our company’s proficiency and targets consumers based on previous internet activities.

Our main objective is to set the standard high based on our establishments principles.

Chocolate 2.0 recognizes the unfamiliarity within the chocolate production and it is our task to

inform and educate consumers about how our chocolate can positively influence the

Endangered Species Act. The purpose behind choosing Chocolate 2.0 as our product label is to

inform buyers that our product is distinct, innovative, and available on the internet thereby

involving our key success factor of strategic focus. Our strategic focus is entering a market

where passion for chocolate is high yet our principles and involvement to charity increase our

unique competition.

Value Proposition (Sarah) Our mission is to provide premium chocolate with a purpose. We value high quality ingredients

with USDA Organic standards, gluten free options, NON-GMO verified, as well as contributing to

the Fair Trade Association. Our ethical standards believe consumers are willing to invest in a

2 Marketing Land

3 Statista

product that is authentic, delicious and charitable.

Chocolate 2.0 is dedicated to giving back. By purchasing our products, consumers automatically

donate 10% of profits to the Endangered Species Act. This charity is committed to protecting

and preserving animals at risk.

Also, each chocolate bar is committed to informing buyers about how their small purchase has

contributed to the hard-working personnel of the cocoa industry. Chocolate 2.0 values the

social movement of Fairtrade ingredients and believes each chocolate consumer should be

aware of conditions to improve environmental standards.

Furthermore, buyers who access our website will be directed to semi-annual vouchers

redeemable only online Our website includes available products, the story behind each

chocolate flavor, as well as what we chocolatiers value as our standards for premium chocolate.

Type of Customer Purchasing Frequency

Per Bar

Estimated Monthly

Transaction Amount

Estimated Annual

Transaction Amount

Average Customer 3 times a month $14.97 $179.64

Spendthrifts Once a week $19.96 $239.52

Tightwad Once a month $4.99 $59.88

Figure 1: Estimated amount of customers for different customer types.

Revenue Model (Huy)

While considering the different options in regards to Chocolate 2.0’s revenue model, we have

determined that there are two potential options that best fit our company. Our analysis suggests that

either a subscription revenue model or a sales revenue model. During the initial business analysis,

Chocolate 2.0 has considered a subscription based service, sending a themed box to subscribers each

month. These boxes would include a wide variety of different chocolates, and information regarding

Chocolate 2.0’s monthly operations in charitable causes and the donations made to any charities during

the given month. The other alternative Chocolate 2.0 has considered, is a sales revenue model. The

sales revenue model is a one of the most common styles of creating revenue, which derives its income

from selling goods, information, or services. Ultimately, Chocolate 2.0 chose a sales revenue model, as it

would be arduous task to gain subscribers without an existing customer base. Having a sales revenue

model would also allow customers to buy in smaller amounts, or in flavors they want.

Population Potential

Customers

Transaction

Frequency Per

Month

Estimated

Monthly

Transaction

Amount

Estimated

Annual

Transaction

Amount

Small 4138 310 $1548.64 $18,583.76

Medium 16,555 1242 $6195.71 $74348.51

Large 24,833 1862 $9293.75 $111,523.00

Figure 2: Table describing potential revenue analysis based on population of vancouver from http://www.areavibes.com/vancouver-

wa/demographics/

Market Opportunity (Huy)

In order to effectively promote sales, identifying your market and narrowing your customer

focus are key indicators that should be measured. Chocolate 2.0’s ideal target customer

describes your average health conscious adult who values ethical decision making.

Characteristics that validate ethical ingredients and manufacturing are displayed on our

products with certification labels. As mentioned previously, our labels include Non-GMO, USDA

Organic, and Fair-Trade Association approved.

The selection of our products would be categorized under gourmet chocolate selections

available at local shopping centers. The shopping centers are identified by their reputation of

high quality products. Customers who acquire above average chocolate products are usually

involved in ethical decisions, and typically range from the ages 14-50. The millennial era

however is more adaptable to change and encourages awareness to be collective. Thus, ages

from 18-30 display our target customers and generate maximum sales. Chocolate 2.0 believes

average health conscious adults, specifically the millennial generation are willing to invest in

higher quality products regardless of the price. Originating in the Pacific Northwest is an ideal

location, where eco-friendly products and environmental attentiveness is in high demand and

continuing to climb.

Figure 3: Percentages showing chocolate consumption per country represented in table and pie chart formats

Competitive Environment (Darien)

Internal Competition

The market for chocolate production is moderately concentrated, with the top four companies

accounting for 51.8%4 of the total industry’s revenue in 2016. Many of the well-known brands

4 Source: IBISWorld Industry Market Research

have a loyal customer base, which gives smaller and newer companies a difficult time gaining

market share. Over the years, the larger chocolate producers have acquired other companies,

thus consolidating the market. For example, Lindt acquiring Russell Stover and Hershey

Company acquiring Brookside Foods.

Because consumer tastes and dietary trends are constantly changing, producers are compelled

to be innovative with packaging, marketing, and labeling. While the industry is dominated by

the few larger companies, there are many gourmet chocolate companies that appeal

specifically to consumers seeking premium chocolates. Because of this, companies have

introduced various health-conscious and environmentally-conscious products in response to

trends.

External Competition

The main external competition to the chocolate production industry is substitute items in the

whole candy production industry. Most competition is due to these candies being able to be

easier to transport and needing less care in handling. External competition is partially based

upon consumers and their own personal preferences. Outside of the candy production industry,

chocolate producers compete with cracker and cookies to an extent. Similarly with non-

chocolate candies, this is due to consumer preference. We believe our business will thrive in

health conscious shopping centers and advance in these environments by our quality and

unique selling proposition.

Competitive Advantage (Kulvir)

The chocolate market is filled with unhealthy products; Chocolate 2.0 offers a healthier

alternative. Our Company’s competitive advantage comes from its commitment to a health.

Our chocolate uses natural ingredients such as natural cocoa and natural sugars which many

customers will appreciate. One of the biggest economic factors in the chocolate business is the

price of sugar and artificial sweetener5. Companies compete intensely with each other for

supply of artificial sweeteners such as syrups as well as the market for sweet foods. Our

product will avoid this competition by offering natural ingredients. 60% of people believe that

organic and natural products are better for their health6 and this will translate to better sales

because we will offer products that people believe are healthier thus will be more likely to

purchase our chocolates over our competition.

Another competitive advantage is that our products cater to special health requirements. 75%

of the world population are lactose intolerant7 and many suffer from lack of iron or calcium.

Generic chocolate brands often lack a variety of providing healthy options. Chocolate 2.0 offers

high quality products that contain no genetically modified ingredients, organic materials, and

cocoa beans that come from equally fair traded sources. Our chocolate is also high in

antioxidants and low in lactose. Thus, a large portion of our clientele is believed to be health

conscious about what they're consuming.

Chocolate 2.0 is dedicated to providing a ethically produced product. Not only do we donate

10% of our profits to the Endangered Species Act, we are proud to announce our Fair-Trade

Agreement. The fair-Trade Agreement states that our sources are ethically endorsed. All of our

ethical commitments are clearly displayed on our wrapper. According to Forbes, 58% of

younger consumers aged 16-24 say ethically production is very important to them while 49% of

people age 55 or older say it is somewhat important8. This statistic validates the importance of

ethics and is growing by generation.

5 IBISWorld Industry Report

6 FDA, comp. Natural and Organic Foods

7 “Morgan Stanley Voice: Consumers Care About Ethical Retailing?”

8 “Lactose Intolerance-Genetics Home Reference”

Market Strategy (Sarah)

In order to obtain a successful marketing strategy, the product platform should classify who

your target consumers are, how to grasp their attention with educated details, and lastly,

create an ongoing relationship with purchasers who are committed to buying your product.

The marketing strategy for the premium organic chocolate bar will be offered as a gourmet,

high quality product directed towards the average health conscious adult. The benefits

associated with this product will not only serve to its consumers, however will give back to the

environment and workers as well.

The target customer for the organic chocolate bar are individuals who look beyond basic

selections and search for distinct characteristics presented on product labels that differentiate

product quality. Consumers who are actively looking for inhumane valuable ingredients are

those who are willing to pay a higher price for a prosperous advantage. Attaining our target

customer involves Active Sampling. Individuals from Chocolate 2.0 devote time to sample

products at local shopping centers and trade shows to buyers that are curious about our

passion for chocolate. The cost affiliated with this market strategy is fairy small, including the

cost of 2-3 chocolate bars along with Chocolate 2.0’s hourly paid employee. The cost of one

chocolate bar is $1.50, and If three bars are sampled every four hours it would cost around

$48.50, and each bar contains about 15 samples, resulting in 45 active samplings. To reduce

costs, part-time hourly employees who are knowledgeable in our products, would commute to

local shopping centers and saturday markets to active sample. This strategy promotes

consumers to try our chocolate, know the quality ingredients associated with our products, and

lastly encourage consumers to get involved with our e-commerce website.

An effective market strategy should contain unique selling propositions (USP). According to

Dave Lavinsky, a contributor on behalf of Forbes.com, states that “having an USP is of critical

importance as it distinguishes your company from its competitors”9. Our product contains a

unique selling proposition stated “Humanity within chocolate”. This selling proposition indicates

Chocolate 2.0’s objective by bringing awareness to consumers. In order to promote our USP,

using online services to gather the media’s attention is key. For example, Twitter offers several

types of advertising options. Promoted tweets and promoted accounts range between $.50-

$4.00 per engagement (3). In addition, local campaigns only pay when users interact with your

9 Source: Forbes.com Marketing Plan

3 Source: Quora Twitter Costs

ad such as clicking, replying, retweeting, or favoriting (3). Although this market strategy varies

in price, it allows consumers to recognize our product and view our unique selling proposition.

Building relationships with consumers is an important factor that relates our third marketing

strategy, Networking. Networking is a highly effective marketing strategy that cost nothing but

your time. Networking with merchandisers at local shopping centers such as Zupan’s market or

New Seasons will create opportunities to sell our product to potential buyers who value

nutrition, eminence, and are environmentally friendly. Our selling price for the chocolate bar is

priced at $4.99, with ten percent donated to endangered species of their product selection.

One drawback building quality relationships with head of purchasing buyers, and that they may

represent a different MSRP than ours, depending on profit margins.

Organizational Development (Aaron)

In order for Chocolate 2.0 to succeed in executing the business plan, there are many factors to

consider while organizing the business. Having an organizational development outline will

describe how the company will address those factors, and organize all of the many different

processes that need to be accomplished. Chocolate 2.0 will follow the typical methodology of

breaking down the multitude of processes that make up a business into several different

departments. These departments will be staffed with specialists, rather than the broader

generalists, allowing for the expertise of the employees to be applied throughout the business.

The main departments will be broken down into:

· Production Department (Production line worker) - responsible for converting raw materials

into finished products.

· Marketing Department (Market Research Analyst) - responsible for advertising, selling,

and delivering products to customers.

· Finance Department (Accountant) - responsible for planning, organizing, auditing,

accounting, and controlling company finances.

· Customer Service/Relations Department (Publicist) - responsible for ensuring customer

satisfaction with product or transaction.

· Purchasing Department (Purchaser) - responsible will acquiring raw materials from supplier

as required by company.

· Human Resource Management Department (HR Manager) - responsible for employee

satisfactions and well-being

· Charity Department (Charity Relations Manager) - responsible for establishing and

maintaining relationships with charity organizations

[this is a good start; I like the structure and the thoughtful way you have approached the different roles.

However, in a start-up phase when revenues are low, can some of these roles be combined? Do you

really need a full time HR when you only have 2 PT employees (for example)?]

Department Hours Worked (week) Hourly Wage (USD) Weekly Wage

(USD)

Production 40 12.5 500

Marketing 40 32 1280

Finance 40 41.2 1648

Customer Service 40 16.5 660

Purchasing 40 18.96 758.4

Human Resources 40 42.78 1711.2

Charity 40 29.74 1189.6

- Hourly wages are estimated by US Bureau of Labor Statistics (http://www.bls.gov/ces/)

[please total the wages up so that we can see what the total labor cost is for the business. Also per the

requirements, you were asked to estimate monthly wages for the volume of customers estimated at 90

days, 1 year and 5 years. Total the wages to calculate a monthly staffing costs for all three estimates.]

While having all of the necessary framework for success on paper, another critical aspect of

developing a successful organization is establishing a company culture, or the beliefs and

behaviors that determine employee conduct. Having a clear set of values and beliefs will help

ensure the departments, and the employees within those departments, all are able to work

together as a team to meet the company's needs.

http://www.bls.gov/ces/

Works Cited

Alleger, Jason. "How Much Does It Cost to Advertise on Twitter?" Quora. N.p., 31 Dec. 2013.

Web. 13 Feb. 2017.

"Chocolate Sales of the United States 2013-2017 | Forecast." Statista. N.p., n.d. Web. 15 Feb.

2017.

Gesenhues, Amy. "Survey: 90% Of Customers Say Buying Decisions Are Influenced By Online

Reviews." Marketing Land. N.p., 09 Apr. 2013. Web. 15 Feb. 2017.

FDA, comp. Natural and Organic Foods (n.d.): n. pag. FDA.gov. FDA. Web. 10 Feb. 2016.

Lavinsky, Dave. "Marketing Plan Template: Exactly What To Include." Forbes.com. N.p., 30

Sept. 2013. Web. 11 Feb. 2017. (2)

McCarthy, Niall. "The World's Biggest Chocolate Consumers [Infographic]." Forbes. Forbes

Magazine, 22 July 2015. Web. 14 Feb. 2017.

"Morgan Stanley Voice: Do Consumers Care About Ethical Retailing?" Forbes. Ed. Morgan

Stanley. Forbes Magazine, 18 Oct. 2016. Web. 10 Feb. 2017.

"Office of Dietary Supplements - Vitamin D." National Institutes of Health. U.S. Department of

Health and Human Services, 11 Feb. 2016. Web. 13 Feb. 2017.

"Lactose Intolerance - Genetics Home Reference." U.S. National Library of Medicine. National

Institutes of Health, 11 Apr. 2017. Web. 17 Apr. 2017

Stivaros, Chrystalleni. Chocolate Production in the US. Rep. no. 31135. N.p.: n.p., n.d.IBISWorld.

Web. 18 Apr. 2017.

Revised Static Pages

About Us

Individual: 10 pts

Huy

The chocolate market is filled with unhealthy products... Chocolate 2.0 offers an alternative. We value the social

movement of Fair Trade ingredients and believe each chocolate consumer should be aware of conditions to improve

environmental standards.

The chocolate

We are individuals who value quality ingredients and the sustainability of our environment. The designers of

Chocolate 2.0 wanted to create products that would not only please your taste buds, but include beneficial

components to support our ecosystem. Chocolate 2.0 connoisseurs have proposed an alliance with the Endangered

Species Act, where 10% of each purchase is donated to critically endangered species. What is better than

consuming chocolate and helping the environment you live in?

The chocolate market is filled with unhealthy products. Chocolate 2.0 offers an alternative. we value the social

movement of Fair Trade ingredients and believe each chocolate consumer should be aware of conditions to

improve environmental standards.

Let’s not take mother earth for granted. Every individual can make an impact with one small purchase, and what’s

better than enjoying equally fair-traded chocolate?

We are a local company based from Vancouver, Washington. Check out our USDA Organic, Non-GMO, Fair Trade

products online today!

Return Policy

Individual: 10 pts

Darien

Packages are shipped within 1-2 business days after receipt of payment. Our packages are designed to ensure your

chocolate is delivered at a temperature it will not melt, and cushioned so it cannot break.

Shipping fees include handling and packing fees as well as postage costs. Handling fees are fixed, whereas transport

fees vary according to total weight of the shipment.

Return Policy

Chocolate 2.0 wants you to fully enjoy your experience with our products and our service. This means we guarantee

your chocolate will arrive in in perfect condition. If your chocolate arrives damaged or melted, contact customer

service at +1 (800)-CHOCOLATE within 7 days of purchase to receive assistance.

Why choose us?

Individual: 10 pts

Sarah

Why Choose Us?

Chocolate connoisseurs like you know the chocolate industry is a highly saturated market filled with invaluable

ingredients, with a majority owned by corporate industries. With chocolate being available just about everywhere,

why choose us?

Our mission is to provide premium chocolate with a purpose. Chocolate 2.0 delivers high quality chocolate

containing only the finest ingredients with certified labels including USDA Organic, Non-GMO, Gluten Free, as well

as the Fair-Trade Association. We value the social movement of Fairtrade ingredients and believes each chocolate

consumer should be aware of conditions to improve environmental standards.

Additionally, Chocolate 2.0 is devoted to charity. When a purchase is made, 10% of our profits are donated to the

Endangered Species Act. The Endangered Species Act is committed to protecting and preserving animals at risk.

Each Product is differentiated by flavor and endangered species. Thus, you have the option to choose which

endangered species you’d like to donate to!

Furthermore, buyers who access our website will be directed to vouchers redeemable only online.

Terms of service

Individual: 10 pts

Aaron

A. Products may be returned for a full refund or exchange within seven days of purchase if your

product:

a. arrives damaged

b. arrives melted

c. is the wrong item ordered

All permissions are temporarily granted upon accessing Chocolate 2.0’s website for personal, non-

commercial viewing only. This is the grant of a license, not a transfer of title, and under this license you may

not:

a. Modify or copy any materials Any violations against these terms will immediately

terminate this license.

b. Use materials for any commercial purpose, or for any public usage

Thank-you for your order

Individual: 10 pts

Kulvir

Your order is processed! – This is an email verification that a customer would receive after they have completed

their purchase. This email notifies customers that their purchase is processed and will receive additional tracking

information once shipped.

Thank you for your order and making a difference! As noted, 10% of every purchase is donated to the Endangered

Species Act to support critically endangered species. You will receive an email verification soon with additional

tracking information once your order has shipped.

Questions? Contact [email protected].

Product Description Pages

Title Short Description Longer Description Price Product description

Milk Chocolate With Peanuts

(Kulvir)

Rich and creamy

milk chocolate

with raw peanuts.

Contains 48% Cocoa with USDA Organic raw peanuts. A dash of himalayan sea-salt for those that love a extra kick.

$4.99 This rich and creamy blend contains Organic raw peanuts and Himalayan sea-salt. Purchasing this product will contribute 10% to the African Wild Dog. Look inside the wrapper for additional details about this endangered species. For those who devour traditional milk chocolate, try this flavor today! Ingredients:

● Milk Chocolate

● 48% cocoa ● Organic raw peanuts ● Himalayan sea salt

Milk Chocolate With Coconut

Flakes

(Kulvir)

Made with natural

cocoa, covered

with Brazilian

Coconut flakes.

Contains 48% Cocoa and covered with USDA certified Brazilian Coconut Flakes. All ingredients are USDA certified Organic to deliver a flavor that melts in your mouth.

$4.99 This rich and creamy blend contains 48% cocoa covered in USDA certified Organic Brazilian Coconut Flakes.Purchasing this product will contribute to helping protect endangered species. 10% to the revenue from each purchase is donated to protecting Black Spider Monkey. Look inside the wrapper for additional details about this endangered species. Ingredients:

● Contains 48% cocoa

● USDA organic Brazilian

● Coconut Flakes

Dark Chocolate With

Hazelnut and Caramel

(Aaron)

66% dark

chocolate with

hazelnut and

Contains 66% dark chocolate with caramel stripes and a hint of hazelnut.

$4.99 This dark chocolate blend incorporates subtle hazelnut undertones combined with classic salted caramel, to form a modern

caramel classic chocolate bar. Purchasing this product will contribute 10% to the Hawksbill Turtle. Look inside the wrapper for additional details about this species. Ingredients: Dark Chocolate Semi-sweet chocolate Cocoa butter USDA hazelnuts Salted caramel

Dark Chocolate with Almond Brittle (Aaron)

60% dark

chocolate with

almond brittle

Contains 60% dark chocolate with almond brittle made with USDA Organic raw almonds.

$4.99 Purchasing this product will contribute 10% to the______. Look inside the wrapper for additional details about this endangered species. Ingredients: Dark Chocolate Semi-sweet chocolate Cocoa butter Almond brittle (USDA Organic Almonds, sugar, syrup)

Dark Chocolate with Almonds & Sea-Salt (Sarah)

70% dark

chocolate with

Almonds and

himalayan sea-

salt.

Contains 70% Dark chocolate with USDA Organic raw almonds and a dash of himalayan sea-salt.

$4.99 This dark chocolate blend is a fan favorite. Containing 70% rich dark chocolate with USDA raw almonds is delightful and crunchy. The himalayan sea-salt adds a boost of flavor to merge the sweet and salty flavor. Purchasing this product will contribute 10% to the Sumatran Elephant. Look inside the wrapper for additional details about this endangered species. Ingredients:

● 70% Dark chocolate

● USDA Organic raw almonds ● Himalayan Sea-salt.

Milk Chocolate Truffle (Darien)

Creamy ganache Contains milk chocolate with our

4.99 Our Milk Chocolate Truffle is a creamy ganache confection,

center covered in

original milk

chocolate

original chocolate ganache recipe. Made with Organic and Non-gmo ingredients.

covered in our original natural milk chocolate recipe.Purchasing this product will contribute 10% to the South China Tiger. Look inside the wrapper for additional details about this endangered species. Ingredients:

● Milk Chocolate

● Ganache

● Coconut butter

Extra Dark Chocolate (Darien)

Extra healthy

without sacrificing

taste

Contains 88% USDA Organic dark chocolate.

$4.99 Our Extra Dark Chocolate is our flagship health chocolate. With 88% cocoa, the Extra Dark Chocolate is low in sugar, and extra high in antioxidants and polyphenols. Purchasing this product will contribute 10% to the Orangutan. Look inside the wrapper for additional details about this endangered species. Ingredients:

● 88% cocoa

Dark Chocolate With Mint (Huy)

A bold and bitter

taste with a touch

of spice.

Contains 66% dark chocolate with mint chips.

$4.99 Our classic dark chocolate blend together with a crisp mint element to provide an exquisite earthy aftertaste. Purchasing this product will contribute 10% to the Cross River Gorilla. Look inside the wrapper for additional details.

Dark Chocolate With Cocoa Beans (Huy)

A bold and bitter

taste with an

extra hint of nutty

chocolate flavor

Contains 66% dark chocolate with a touch of cocoa beans scattered within the chocolate folds.

$4.99 Chocolate 2.0 mixes our elegant dark chocolate blend with a crisp finish of lightly diced cocoa beans for the best chocolaty crunch one can taste. Purchasing this product will contribute 10% to the Blue Whales. Look inside the wrapper for additional details. Ingredients: Dark chocolate Organically grown cocoa beans Hint of cocoa butter

Dark Chocolate With Raspberry (Sarah)

73% dark

chocolate with red

raspberry

ganache.

Contains 73% cocoa and red raspberry ganache. Rich and flavorful tartness.

$4.99 For those who like berries, we recommend our dark chocolate with raspberry ganache. Containing 73% coco and our handcrafted red raspberry ganache, this mixture is oh so bittersweet. Purchasing this product will contribute 10% to the Malayan Tiger. Look inside the wrapper for additional details about this endangered species. Ingredients:

● 73% Organic cocoa

● Non-GMO Red raspberries ● Extra-virgin Coconut oil

(Sarah 1)

Figure 1: Depicts the webpage for the “Dark Chocolate with Almonds & Sea-salt”

http://van-prestashop.vancouver.wsu.edu/group6/index.php?id_product=14&id_product_attribute=0&controller=product

AdWord (Sarah 1)

Chocolate 2.0 Chocolates

www.innov8chocolate.com/dark-chocolate-blends

Eat smart and healthy!

- This ad would target those who are looking for a healthy alternative to traditional milk chocolate

as well as those who are in the process of losing weight. With the inclusion of wording on the

betterment of an individual, this would potentially have an emotional appeal on the prospective

customer.

(Sarah 2)


http://www.innov8chocolate.com/dark-chocolate-blends

Figure 2: Depicts the webpage for the “Dark Chocolate with Raspberry”


AdWord (Sarah 2)

Gourmet Dark Chocolate


Chocolate with raspberry ganache

- This advertisement utilizes a basic pun to make an attempt to gain the attention of a potential

customer. This would target customers by recognizing a traditional dark chocolate blend that is

available via Chocolate 2.0.

(Aaron 1)



Figure 3: Depicts the webpage for the “Dark Chocolate with Almond Brittle” http://van-

prestashop.vancouver.wsu.edu/group6/index.php?id_product=8&id_product_attribute=0&controller=product

AdWord (Aaron 1)

Organic Dark Chocolates


Treat yourself

- This ad will appeal to the potential customer’s pathos. By including a message that incorporates

both personal gratification and a pseudo-call-to-action that will be most effective to those who

are passionate about the preservation of the environment, and endangered animals.

(Aaron 2)

B. Products may be returned for a full refund or exchange within seven days of purchase if

your product:

a. arrives damaged

b. arrives melted

c. is the wrong item ordered

C. All permissions are temporarily granted upon accessing Chocolate 2.0’s website for

personal, non-commercial viewing only. This is the grant of a license, not a transfer of title, and

under this license you may not:

a. Modify or copy any materials Any violations against these terms will

immediately terminate this license.

b. Use materials for any commercial purpose, or for any public usage

WHY IS THIS HERE?




Figure 4: Depicts the webpage for the “Dark Chocolate with Hazelnut and Caramel” http://van-

prestashop.vancouver.wsu.edu/group6/index.php?id_product=9&id_product_attribute=0&controller=product

AdWord (Aaron 2)

Chocolate 2.0


Sweet and savoury dark chocolate

- This ad is a promotional ad for the new installment of the Star Wars franchise. This would

appeal to those interested in both dark chocolate and Star Wars. While this particular ad does

not mention our company’s emphasis on environmental conservation, it uses a trending topic

that would be prevalent in the media at the time, which could lead to new web traffic.




(Huy 1)

Figure 5: Depicts the webpage for the “Dark Chocolate with Mint” - Huy


AdWord (H1)

Artisan Chocolates


Need an extra spice in your life?

- This advertisement is short and sweet and gets the point. Targets those that are looking for a

minty flavor with a dark chocolate blend.



(Huy 2)

Figure 6: Depicts the webpage for the “Dark Chocolate with Cocoa Beans” - Huy


AdWord (Huy 2)

Gourmet Organic Dark Chocolate | Chocolate 2.0 Artisan Chocolates


Not enough chocolate? Add some cocoa beans to your chocolate experience with our dark chocolate

now with cocoa beans.

- This ad generates traffic by advertising to people that are looking for an extra kick to their

chocolates with a little more flavoring, an alternative to using milk chocolate to make it extra

sweet.



(Kulvir 1)

Figure 7: Depicts the webpage for the “Milk Chocolate with Coconut Flakes” product


Organic Milk Chocolates www.innov8chocolate.com/milk-chocolate-blends

● Chocolate and coconut goodness - This ad will appeal to environmentally conscious people, as well as generate traffic by appealing to people who want

chocolate and coconut bars. This ad also displays Chocolate 2.0s commitment to helping protect endangered species.

By advertising both the flavor and the donation policy we can market to two different market segments.



(Kulvir 2)

Figure 8: Depicts the webpage for the “Milk Chocolate with Peanuts” Product http://van-prestashop.vancouver.wsu.edu/group6/index.php?id_product=11&id_product_attribute=0&controller=product

Organic Milk Chocolates www.innov8chocolate.com/milk-chocolate-blends

Nutty chocolate bar w/ peanut

- This ad will generate traffic by advertising to people that want a peanut filled chocolate bar. This ad will also highlight

the fact that we donate 10% of our revenue to protecting endangered species which will appeal to environmentally

conscious people.



(Darien 1)

Figure 9: Depicts the webpage for the “Milk Chocolate Truffle” Product


AdWord (Darien 1)

Gourmet Milk Chocolate

www.innov8chocolate.com/milk-chocolate-blends

Truffles for an exquisite flavoring

- This ad would target those who want truffles and are looking for a more rich flavor in

chocolates. Higher quality truffles and chocolates target a higher income market this implies an

emotional appeal to be better than others.



(Darien 2)

Figure 10: Depicts the webpage for the “Extra Dark Chocolate” Product


AdWord (Darien 2)

Gourmet Organic Dark Chocolate | Chocolate 2.0 Artisan Chocolates


Dark not dark enough for you?

- This ad would target those who are looking for a healthy alternative to traditional milk chocolate

and even dark chocolate with a higher blend of dark chocolate. Those that are looking like bitter

products are targeted as well.



Revised Static Pages

(Huy)

Figure 11: Depicts the “About Us” webpage

http://van-prestashop.vancouver.wsu.edu/group6/index.php?id_cms=4&controller=cms


(Sarah)

Figure 12: Depicts the “Why Choose Us” webpage



(Aaron)

Figure 12: Depicts the “Terms and Conditions” webpage



(Kulvir)

Figure 13: Depicts the webpage for the “Thank you” page


(Darien)


Figure 14: Depicts the webpage for the “Shipping and Return Policy” page


Milk Chocolate Blends Static Page


Figure 15: Depicts the “Milk chocolate blend” category page

http://van-prestashop.vancouver.wsu.edu/group6/index.php?id_category=16&controller=category

Dark Chocolate Blends Static Page


Figure 16: Depicts the “Dark chocolate” category page


Conversion to Customer


(Huy) The conversion to customer depicts the process of what happens after we capture the customer's

interest and turn that interest into revenue. This process involves the customer adding products to their

shopping cart. For any retail business, physical or online it is important that the conversion rate is

relatively high. If this is not the case it means, there are a lot of customers not buying anything and

rather window shopping. The follow will depict an actual conversion in which the customer purchases

multiple products and modifies the cart. The cart allows customers to replicate how shopping would be

in the real world except instead of physically adding to the cart it would be virtual. Customers can easily

modify what is in their cart and how many of each product they want, depending on the inventory of the

merchant. After the customer has finalized what is in their cart there are ready to checkout which will be

depicted in the next section.

1 Customer is interested and starts their cart by adding the "Dark Chocolate with Cocoa Beans".

2 After clicking the add to cart button a message is prompted showing the quantity the customer

inputted and if they want to check out or continue shopping.

3 The follow represent what happens if the customer want to continue shopping and clicks the other tabs

such as Dark Chocolate or Milk Chocolate, or simply by scrolling down to view similar options.

4 Once again the shopping cart is displayed showing the customer has picked a new item to add to the

cart and now must choose the quantity of the product chosen they want.

5 The last picture shows the new updated shopping cart in which the customer still can modify the

contents as needed than proceed to checkout or continue.

Customer Check Out

(Kulvir)

The checkout process starts begins on the product page, the customer selects the quantity that

is desired, adds them to the cart, a message pops up which displays the total price of the

quantity of the item selected. The customer is given an option to either continue shopping or

proceed to checkout. When the customer proceeds to check out, relevant information is

collected which includes personal info, Address, shipping information, payment info. The

customer is then asked to select a shipping method, chocolate 2.0 offers 2 shipping methods

our standard USPS option which takes 3-5 days to deliver, and a next day delivery through ‘my

carrier’ which costs more. The customer is then asked his what payment method he or she

would like to use. We offer 3 options for payment, check, bank wire and Cash on delivery. After

selecting a payment method the customer is presented with a receipt with their final price, and

also emailed the same receipt. The customer is also offered a quick register option for future

purchases.

figure 1 shows customer adding product to cart

figure 2 shows shipping options available to customers.

figure 3 shows payment methods available.

Prospect Research

A person searching endangered species, healthy chocolate, or ethically produced goods may

find our site. As a customer comes to our site he will be greeted with our landing page which

outlines Chocolate 2.0s mission. A commitment to healthy chocolate that is ethically produced,

10% of revenue from which goes to charities which would leave the customer with a sense of

appreciation. On the bottom of the home page are some popular products and at the top are

links to our static pages. Clicking through the static pages would solidify the customer's option

that we care about what we make and how it is made. Clicking through the product page would

solidify our commitment to healthy product as each product description showcases healthy

ingredients. Each product page has an imagine of our chocolate in wrappers, each wrapper

showcases an endangered species that a portion of their purchase would donate to, which will

leave the customer the urge to buy the chocolate and make a difference.

figure 1 shows our home page which showcases our mission statement

figure 2 shows a product page, the product description displays quality ingredients we use

Lessons Learned

One of our biggest lessons learned throughout the project was time management. All of our

team members have different schedules, so meeting to work became difficult. For some team

members, this would result in anxiety and stress. Though this was challenging to work through,

our team developed strong Just-In-Time delivery skills to meet deadlines and practice

presentations. Through these struggles we learned as a group the importance of efficient

communication and trust.

In terms of product, our team was enlightened on the importance of the Fair Trade agreement,

USDA regulations on cocoa farming. 74% of cocoa farming takes place in West Africa, and are

owned by the top three chocolate manufactures in the world. These companies profit from slave

labor, and consumers are becoming more aware of the impact. In addition, we discovered how

expensive these FTA certifications are.

On the topic of cost, we realized how important it is to make sure we account for our costs in

pricing our products. At the start of the project, we assumed our company would be a big hit

from the get-go. Taking a step back to look at costs to produce our products, market them, and

obtain proper licenses made us realize we needed to price higher than originally planned.

Search Engine Optimization (SEO) was a very interesting lesson our team learned about during

this project. Keeping up with the ever-changing algorithms for various search engines keeps

marketing specialists on their toes at all times. Companies pay large sums of money to SEO

specialists to maintain or raise their positions on search engines such as Google and Bing. Our

group was intrigued by the huge cost tied with raising your website up by just a single rank in

search engines.

Also on the subject of marketing, our team discovered the importance of effective target-

marketing. We discovered that target marketing transcends just demographics such as age,

gender, and race. Market segmentation also consists of factors such as geographical location,

trends, beliefs, and many other consumer decision-making aspects.

Prospect Acquisition: mock up a campaign starting point, e.g. Google search result, either with

organic search results or paid Text Ads displayed. Then show the landing page(s) on your

website that would happen by clicking on the link(s) from your campaign (for example, a search

result for a product on your website; clicking on this would take them to a product page).

When a customer searches healthy chocolates he comes across a google ad for one of our

products. The google ad has a small statement about our chocolate being healthy and helping

with weight loss. The add also has a link to the product page for that particular product.

Fulfillment: NEEDS WORK

Depict how the employee views a new order, then updates the order to show that it has

shipped. Explain the fulfillment process.

When a customer makes an order, our warehouse employees subtract the products ordered

from available inventory. The program automatically sends the customer a receipt, the

employee packages the appropriate chocolate bars. When the appropriate carrier pickups up

the package the employee sends the customer a product shipped email with the estimated date

of arrival.

team innov8 chocolate 2

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