Presentation loon mobile cafe
January 2004
Business Idea
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loon will be the first and leading supplier of Mobile
Inflatable Cafès for ski-resorts.
Loon also offers to do events for periodic arenas or
other in need of transportable and flexible solution
promotion campaigns.
loon will deliver a modern solution with low establishing
costs compared to traditional solutions.
loon is a high quality concept with trained personell,
always in loon outfits.
loon will contribute to increased sales to existing
customers as well as attracting new.
loon will be a meeting place.
The overall quality control and technical support is performed
by loonatics.
Market
 Arenas in need of flexible solutions
 Arenas that are in need of new attractions
to meet customer demands.
 Events and stunts
 Primary market in the pilot phase are
alpine resorts in Norway
 There are approx. 40 resorts that fit our
target profile in Norway alone, with a total
of 44 000 visitors per day
Facts about the
Existing Services
 Limited presence creates deadlocks in high
season is often time consuming.
 Low quality, little variation.
 Resorts lose sales in periods where the
existing restaurants and cafès cannot handle
the demand.
loon Food and Beverage
 Loon will of course have a modern coffee bar
with the expected variety of coffee drinks and
other hot beverages.
 A selection of soft drinks and juices is also
offered.
 loon will serve food with short preparation time
for quick breaks.
 loon will focus on tasty and healthy food,
based on the suvid consept.
 Menus will be continuously developed by
professional chefs according to trends and
consumer demands.
Concept for Marketing
Scenario
 Multimedia Center integrated in the mobile cafè
through Partners, online and accessible for guests.
 Loon are in the process of developing a mobile
commerce campaign in collaboration with one of the
mobile service providers in Norway.
 The purpose is to get attention and increase the use of
mobile phones as ”personal wallet”.
 Ski-in ski-out area for on-the-fly ski grooming and a
quick coffee. Of course you can pay with your mobile
phone.
 We intend to build this concept together with upmarket partners. We will offer a range of high profiled
products in collaboration with different Brands and the
local sport stores.
Brand Design
Brand Coordinator:
Geir Hærgard
Experience as strategic consultant and team leader from a.o.
Razorfish and Union Design. Customer references include Spray,
Solo, BikBok, aetat.no (2000 web), Aschehoug Forlag, Kreativt
Forum and Kanal 24.
Design and branding team: Fitch Nordic
Design and cobranding:
Boris Iochev
Design and cobranding:
Bjørn Kulseth
Experience as head of Cobranding Design for Starbucks.
The last seven years Creative Leader in Union Design.
Lead designer in developing corporate profile programs for
a.o. Aschehoug Forlag, Bibliotheca Alexandrina, Kanal 4,
Music Export Norway and Norway 2000.
Brand Design Process
 Involves an evaluation and
further development of the loon
concept.
 Branding process includes Partner
Strategy
 Offering and services for the
Franchise holders.
• Offering and services for the
Public.
• Enviroment
Brand Strategy
 loon is a platform for interaction
with the consumer.
 Keyword: Experience.
 Services offered is of great
importance.
 loon Partners will be offered a
role connected with the services
loon provide.
 loon is not just another arena to
expose logos.
Opportunities for Partners
 We offer partners the opportunity to join
our promotions, games and activities.
 Increased focus on brand and desired
products.
 Increased presence in the arenas.
 Association with a value-added consumer
services.
 Low cost and no crew.
Activity Plan
Aug – Nov
Nov - Dec
Dec - Jan
Establish the network of sponsors,
partners and suppliers, signed
agreements
Sign agreement with arenas for the
prototype loon
Production start loon
testing of first loon
Februar 7
Launch loon at Beitostølen skiresort
Okt - Nov
loon Partners
360 grader produktdesign
Management and Board
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CEO:
Director of Development:
Brand Coordinator:
Web Strategy:
 Chairman of the board:
 Board members:
Cathrine Færden
Tom Skullerud
Geir Hærgard
Lars Grini
Pål Sætre
Lars Grini
Tom Skullerud