Plantty Presentation: Slide 1: Hi my name is Robin Gill and today I’ll take you through our new plant based patty design, name Plantty. I’d like to present what our product is, why we chose to design it in the way it is and our approach to making it a successful product. Slide 3: As of right now the price of plant based goods is at a premium within Australia, with 223% upcharge on animal based meat, but due to the 2019 covid crisis and ‘panic buying’ we witnessed an up surge in animal meat purchases putting a strain on the meat industry. Our initial and primary aim is quality taste at an affordable price, as from our market research we found that the high cost of plant based patty’s in comparison to countries such as the UK or US was unappealing to new customers. Slide 4: So we cut the cost? Any body can make a plant based patty at a reduced cost, why do we stand out? 1: We are environmentally friendly, our total impact on the environment is significantly lower than the meat industry but this applies to most plant based products. 2: We are in search of a high quality product that fills the protein gap that will be left by meat. Currently meat is responsible for 30% of daily protein intake but only 17% of daily calories, and we aim to fill that gap completely. 3: As of now our competitors Impossible burger, Beyond meat and V2 all have patty options, though beyond meat is a forefront of the industry the price of the burger is at $48/kg, the impossible burger is at $42 and V2 is at $19. Why are all these prices different? It’s due to quality of taste Slide 5: Does our product taste the same? What makes meat meaty? The answer to that question is the ‘heme’ group found in hemoglobulin, which not only gives meat it’s taste but also it’s texture. How do we achieve that with plant based products? Luckily for us the legume node contains a protein group called legume haemoglobin, seen in the central image, we plan on isolating and extracting that source of plant based heme, to give our burger the taste, that customers desire. As taste has been the number 1 concern, no matter how healthy, or environmentally friendly the burger maybe. Customers still prioritise taste, and we aim exceed the expectation. Discussed before we went over the prices we aim to price our burger at $24 which is just $3 higher per kilo than woolworths 500 g heart smart extra lean beef mince. Slide 6: So we’ve covered Cost and taste, but our burger needs to have substance, it needs to fill the protein gap and be nutritional. For that we added soy protein to add that extra bit of protein, using sunflower oil to make sure we don’t detract from the flavour of the burger and added methylcellulose to emulate the colouration of red meat, the leghemoglobin for taste and we added thiamine, riboflavin, niacin and sodium ascorbate to provide our customers with Vitamin B for energy and vitamin C for it’s anti oxidant effects. Slide 7: So who are we marketing to? Our initial customer base is expected to be mainly between 18-35, and with strong environmental conscientiousness. So we aim to provide positive feedback to the customers by explaining on the packaging how purchasing our product is effecting the environment. The reduction in greenhouse gas emissions which the meat industry is a primary source of for methane and nitrous oxide, and also by being helpful to the customer providing sample recipes on the back of the packaging near the nutrition label. Examples of these are within the business report. So how do we plan to market? Social Media is our primary source of marketing, with many fitness and health influencers having an established audience base we’d like to bring them on to the project to spread the word of our product, since tik tok, and Instagram reels are the future of marketing. Slide 8: So using the social media presence and with accordance of our patty we plan to launch our product initially within Victorian supermarkets, since currently there are only 3 other competitors 2 of which we believe are priced to highly and 1 of which we believe lacks to the flavour component. Slide 9: Our 5 year plan is as thus By next year we’d like to grow nationally providing our product inter state and really focus on establishing a strong customer base, by 2024 setting up an online business that ship internationally would be of priority, to test the waters in other countries. Based on the online purchase result, expanding to the country that had the highest grossing sale would be our next step, and within the following 2 years we want to be recognised as the leading plant based patty company and slowly expand our range of plant based meat options. Slide 10: How we do that Marketing marketing and more marketing, since we are a new face on the block we must get our name out there and let the quality of the product speak for itself. To keep to our quality we’d must ensure that each facility has achievable goals, we do not want to ever compromise our product quality. Slide 11: read off slide.
