good food for good

September 2013

philosophy

good food for good believes in making a difference, one meal at a time

we promise:

good food, the way it should be – pure and simple.good business, that exists to make this world a better place.

good food

fresh local artisnal

good business – we will donate a meal with every purchase to fight world hunger.

Looking for healthy options

Looking for world cuisine.

How and where food is

produced?

Convenience still rules

products

Ethnic inspired packaged food made locally with fresh and local ingredients without any preservatives.

target

I am calling them Health foodies – the age can vary and so can the sex. They could be urban or subarban but what’s comman is that they love FOOD and FLAVOUR and VARIETY. They are adventurous in their food choices and eat world cuisine. They aspire to cook the variety of the food they eat out of home in home. They believe in GOOD quality REAL ingredients. They like to shop at their local farmer’s markets for produce and for local artisanal products. Above all they believe in “we are what we eat” and they take good care in choosing what they are putting in their bodies. They are busy and even though they would love to cook everything from scratch but they welcome any help they can get from products that are fresh and are made with real food.

product possibilities

We promise to our consumers a no compromise convenience. We should not have to compromise on taste, quality and health profile of our food for convenience.

World cuisine

product examples

introducing

WHY INDIAN?

Canadians are searching for indian recipes more than any other ethnic recipes

Indian cooking is complex and requires a lot of ingredients

Indian food market hugely underdeveloped as compared to UK- with a similar ethnic makeup

MARKETING PLAN

products and benefits

Benefits Delicious Convenient Fresh Local Artisanal Made with food – no artificial colors and preservatives Vegetarian, vegan, lactose free, gluten free

New product innovation timeline

2014: 4 cooking sauces and 2 dips

Packaging

• Contemporary• Clean and transparent• Ingredients in the front

pricing

Pasta sauces

Shelf stable Classico 650 ml: $3.99

Oliveri pasta sauce 300ml: $ 5.29Ragu 650ml Olivieri 300ml

00.20.40.60.8

11.21.41.61.8

2

Fresh pasta sauce priced on average 3 x higher than shelf stable

Price/100 ml

Based on this analysis and seeing the price of shelf stable ethnic cooking sauces. We propose to retail 300ml cooking sauce for $7.99. This is only 2x more than the leading shelf stable Indian cooking sauce brand Pataks that retails for 5.49 for a 400ml jar.

Promotions

92 percent of people trust recommendations from friends and family above all other forms of advertising when making a purchase decision

Prelaunch (October- April)

Objective: Spread awareness

Launch & sustain (May onwards)

Awareness and acquisition Retention and advocacy

Raise your hand to fight hunger day

Sales

Phase 1May 2014–

September 2014

Farmer’s Markets

Forecast:

Phase 2September 2014 –

May 2015

Farmer’s marketsSpecialty retailers

Forecast:

Phase 3June 2015 onwards

Farmer’s MarketsSpecialty retailersNational retailers

Forecast:

Operations

Responsive supply chain – producing as we need to maintain freshness.No capital investment in plant and equipment – using co-packers and thirdparty storage and logistics.

Partners Local farmers - Tbd Spice importers - Tbd Container suppliers - Tbd Municipally/Federally inspected kitchens or co-packers - Tbd Cold storage and transportation - Tbd Farmers markets and retailers - Tbd

Vendor Transport Cold storage Transport Kitchen TC transport Cold storage Transport Market

Financials

%Gross Sales 100%

Less Trade 0%Less Listing fees 0%

Net Sales 100%Less cost of sales 50%

Gross Margin 50%Less Sales 15%Less Marketing 10%Less G&A 10%

Operating Margin 15%

2014 2015 2016Net Sales 55,678$ 368,425$ 1,115,733$

Cost of Sales 34,440$ 258,901$ 653,125$ Gross Profit 21,238$ 109,524$ 462,608$

Sales & marketing expenses 28,111$ 28,111$ 28,111$ General & administrative expenses 60,240$ 95,780$ 112,520$

Operating Profit (Loss) (67,113)$ (14,366)$ 321,977$ Interest expense 1,435$ 7,596$ 17,254$ Income tax expense -$ -$ 55,811$

Net Profit (Loss) (68,548)$ (21,963)$ 248,913$

For the years ending in April

Risks & Mitigation