Potential Customers
For our business which directly connects agricultural and meat producers to businesses (or
individuals) who use them as raw materials in their offerings, here are the major customer
segments I believe we can target:
1. Private/Public Organizations - Large organizations (1000+) that provide food to their
employees daily.
2. Restaurants (High End/Regular) - Restaurants require constant supply of raw
materials of good quality and they spend considerable resources to acquire them.
3. Food trucks/Fast food joints - They require agricultural produce and meat of
acceptable quality at low prices.
4. Events - These are one time orders that require food in large quantities.
5. Individual Customers - Individual households that can buy food from our business in a
subscription based model or independent orders.
WTP
Order Type
Order Size
Quality Required
WTS
Low
Recurring
Large
Medium
High
Restaurants (premium) High
Recurring
Medium
High
High
Restaurants (regular)
Low
Recurring
Medium
Medium
High
Food trucks/fast food
Low
Recurring
Medium
Low ~ Medium
Medium
Events
Depends One-time
Depends
Medium ~ High
Low
Individual Customers
Depends Depends
Small
Medium ~ High
Low
Private/Public Org
Most Promising customer segments to start our venture would be first - high-end luxury
restaurants, and second - regular restaurants. I chose them because they would be most willing
to buy raw agricultural produce directly from farmers and will have a constant requirement as
well.
Further Analysis
Now, I want to analyze different variety of foods offered in restaurants to further my
understanding of these customer segments:
Shelf Life
Frozen?
WTP
Capital Req
Veggies
Medium
No
Low ~ High
Medium
Poultry and
Meat
Low
Yes
Medium ~ High
High
Sea Food
Low
Yes
Medium ~ High
High
Fruits
Medium
No
Low ~ High
Medium
If we want to further narrow our offerings we can start with providing Vegetables and Fruits to
our two beachhead customer segments, as they would require less capital investment related to
refrigeration.