Upload
marie-franklin
View
1.053
Download
4
Embed Size (px)
DESCRIPTION
Marie Franklin's presentation at SCAA 2009 on coffee wholesale business
Citation preview
Growing Your Wholesale Business
Marie FranklinPortland Roasting
Business Channels
• Restaurants/foodservice• Coffee House• Corporate Foodservice• Hotel/Resort• Grocery• Distributors• Private Label
Products
Services
• Equipment• Equipment Service• Delivery• Training• Quality Assurance • Marketing
Pricing
• Build value in• Understand your true costs• Pricing with equipment and without• Keep as structured as possible • Yield
Equipment
• Assess true needs• Find a formula• Remember cost of
servicing• Contract• Clear escape plan
Beware
• Airpot black hole• Low volume surprises• Look at each deal individually• Exclusivity
Selling
• Your culture• Choose target segments• Sales Reps• Compensation• Samples
Selling
• Selling materials• Trade Shows• Promo events
Financial
• Easy to analyze• Understand cost of
goods• Costs of servicing• Margins• Formula for equipment• The pro forma
REVENUE/COG 3 MONTH VIEWAverage price per pound 7.5 Pounds per week 20 $1,950 % of allied 20% $390 total sales $2,340 cost of goods coffee $600 cost of goods allied $293 GROSS PROFIT $1,448 EXPENSESfreight $130 initial start-up marketing $0 marketing by % of sales 2% $47 # or airpots 3 $75 other comps $50 $50 other costs $0 depriciation $33 net profit $1,112 % of profit 48% target 45-50%
lowest 42%EQUIPMENT loaned equipment value 800 $800 maximum value of equipment $1,112 over/under equpment $312
must be a positive #
Restaurant
Independent Coffee House
Corporate Foodservice
Hotel
Grocery
Private Label
Final Thoughts
• Early mistakes• Pre-plan with customer• Every deal is a profitable one• Differentiate• Fit