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assignment-1-part-1-q1jearhi.docx Assignment 1 Part 1 Marketing Plan Submitted by: Ditika. Student number: 8674678 Client: Chef bae Submission Date: February 19, 2021 Marketing Plan Introduction Chef Bae allows anyone who loves to cook, especially New Canadian Black women, to access certified commercial kitchens to cook and sell meals on-demand for patrons - like students & busy professionals - who struggle to find food they have always known and loved in their new country. Chef Bae, through technology is providing a unique solution to Chefs and the economy at large, spurred by the recent pandemic. Chefs care empowered through the Chef Bae platform to continue doing what they love to do best, spread love through food! Values (Internal & External Values) Freshness: Every meal is prepared just minutes before delivery, retaining perfect freshness for your delight. Each meal comes sealed with the Chef Bae promise seal of freshness! Authenticity: Yes, at Chef Bae, each meal is prepared in our Public Health Certified facility and just like the original, each meal at Chef Bae is branded Mama Made (R), just like mama would have made it! Purely African: African, Caribbean, Continental. They provide fusion of endless possibilities. Hygiene: They make every meal with highest food safety standards. Speed: they try to deliver each meal to the patron within the least possible time. Market Analysis Mission We are going to make West African Cuisine readily available to Canadians in a quick, safe, and hygienic manner. Vision We have set out on an epic journey to be the preferred West African Cuisine supplier in Canada. Current Market Situation Provides Certified kitchen space to help underground West-African community kitchens (non-regulated) to make and deliver their meals. Two-tier business – Providing certified kitchen space for Cooks. Need to expand into other markets such as students and busy professionals. West African Cuisine for food lovers and empowering West African Chefs. The increase in the urbanization and migrants have changed the trend oof the market and the aspect of looking into the west African food industry. Catalysed by these drives, the food service in the region is experiencing a transition. Some of the trends include demand for convenience, changing dietary habits, and a rising concern regarding the various aspects of product quality such as cleanliness and healthfulness. Looking forward, the market is expected to reach a value of US$ XX Billion by 2025, exhibiting a CAGR of X% during 2020-2025. (IMAR, 2019) Target Market African community clientbriefforsmccapstone2020chefbae-20jv4eum.docx Strategic Marketing Communications 2 year Post Graduate Certificate CAPSTONE CLIENT FACING PROJECT CLIENT BRIEF FORM What we are: Provides Certified kitchen space to help underground West-African community kitchens (non-regulated) to make and deliver their meals Two-tier business – Providing certified kitchen space for Cooks. Play on words: · BAE = Before Anyone Else · African American ENG – pronunciation: ‘babe’; term of endearment & affection -- providing food for community made by said cooks Target Audience: African community (need more specifics) How do we promote it and sell it to whom??? What’s their clientele? We should prepare 3 plans: · 2-tiered business model: Find chefs + provide space · 1-tiered business model: Provide info to the general public to try West-African food · 3-tiered business model: Find chefs, provide space, provide info to general public to try this food Target Market: Waterloo Region – current area, would like to prove the concept here and expand into other markets (GTA) of the same ethnic make-up, and expand into other large West-African cultures Need to expand into other markets - students & busy professionals USP/Benefits - Providing approved regulated space to meet Food Preparedness requirements in the regions. Budget: Partnerships, lease holders (Working with City of Kitchener) Need to look at overhead costs, projections, etc. Could use help with this (?) Name of Organization: ChefBae Contact details: Name: Omobolanle Madu Job Function: CEO Email address:
[email protected] Cell number: 519 998 6452 Physical Address: 104-141 Whitney Pl, Kitchener, ON N2G 2X8 Website Address: www.chef-bae.com Social Media account addresses: IG: @chefbae._ FB: @chefbae A brief description of the organization: ChefBae allows anyone who loves to cook, especially New Canadian Black women, to access certified commercial kitchens to cook and sell meals on-demand for patrons - like students & busy professionals - who struggle to find food they've always known and loved in their new country. What you do/create/provide: West African Cuisine for food lovers and empowering West African Chefs Your mission/vision/values: Vision: We have set out on an epic journey to be the preferred West African Cuisine supplier in Canada. Mission: We are going to make West African Cuisine readily available to Canadians in a quick, safe, and hygienic manner. Values: Hygiene: We will make each meal to the highest food safety standards Speed: We will deliver each meal to the patron within the least possible time Food Love: We will allow people who love food, eat the food they love, and while at it, make a profit. Why you want a Strategic Marketing Communications Plan: 1. Drive growth. 2. Potential investment Define what success over the next 12 months looks like for your organization: 1. 1000 registered customers 2. 10 registered Chefs 3. Monthly GMV $5,000 4. 50% repeat orders Marketing and Communications Budget: (Note – Even if your budget is very small please provide this as a guide for students): $1,000. Need to better understand what an effective marketing investment should look like but they won’t unless we provide a proper GTM plan / pitch whatsapp-image-2021-02-19-at-115603-am-gkgwe1bj.jpeg whatsapp-image-2021-02-19-at-115603-am-1-mfitog5n.jpeg