MUSHMORE
Business Plan
Business Plan
2017 / AIS BrandAge Competition
Challenge
Due to AIS BrandAge hosting the 11th National Business Plan Competition following the name of "Smart Farm to Table" to promote students to present ideas for creating new business opportunities for agricultural products. By inducing digital technology as the main brothel in marketing as well as combining skills from the classroom and creative ideas to be able to apply to the future.
Business Opportunity
According to reports in 2016, the market of snacks in the country grew by around 3% from 2015 with a value of 30,900 million baht and the trend was likely to grow up gradually each year. Although the snack market already had various competitors in the market, consumer behavior was likely to change every day as well. Therefore, a healthy trend had become popular which lead to a new opportunity to fulfill the gap.
Our team saw the opportunity and wanted to meet customers' needs by inventing mushroom snack which made from nature and provide low calories to be able to compete in the market.
Objective
In Thailand, farmers are a career that has played an important role for a long time. Although the country's economic system relies on agriculture, the farmer or local entrepreneurs still lack the knowledge to develop the product to meet the needs of target customers. Currently, digital tech- nology is one of the most important roles in marketing. Therefore our team decided to solve the problem by processing agri- cultural products and placing marketing strategies under the name "Mushmore". In the future, our team hopes that our business models will be a role model that could adapt to use in other agricultural goods.
Vision
Mushmore believes that sustainable
business will lead to a better life of farmers,
communities, and customers. Our team
wants to be a social enterprise to create
sustainability for all. First, we purchase crops
directly from the farm with fair trade to create
income for the community. In the long term,
after creating the brand and the marketing
strategy, Mushmore will give back to society
by educating the local and to create a
sustainable community.
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Target Group
The main target group is Generation Y
ages 15-34 years
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ages 15-34 years
The behavior of this group is defined as
"Convi-Lover" (Convenient Lover), which is a
group that uses technology to bring convenience to life. This group of people is a
group with agility in technology as a basis
and prefers to spend on products and services
that are convenient, fast, and suitable for
lifestyles.
A "Convi-Lover" is considered to be a potential customer of the snack market because this group has an important role in a business that is the largest generation in Thailand and has the highest spending rates compared to previous generations. As a result, Convi-Lover is an opportunity and a challenge for Mushmore to use online marketing strategies to reach consumers' lifestyles.
A "Convi-Lover" is considered to be a potential customer of the snack market because this group has an important role in a business that is the largest generation in Thailand and has the highest spending rates compared to previous generations. As a result, Convi-Lover is an opportunity and a challenge for Mushmore to use online marketing strategies to reach consumers' lifestyles.
Interview Research - Insight
According to a depth interview of main target users (15 people) and a questionnaire (100 people), we found that the target group knew and aware of the quality of agricultural products very well. However, the target thought that agricultural products were not relevant and the communication of the product did not match lifestyle. Moreover, the distribution channel was not facilitated enough. As a result of these factors, the target group believed that they were unable to access these agricultural products.
Competitor Analysis
Competitors can be divided into 2 main groups. First, the direct competitors are snack groups with fried and crispy mushrooms using the same raw material and focusing on healthy trends. Second, the indirect competitors are those healthy snack groups that already exist in the market such as Tao-Kae-Noi(seaweed snacks) and Taro(fish snack), etc.
same raw material
healthy products
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existing products
healthy products
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Strength:
The frying technology that does not carry oil makes a snack providing lower calories and presenting a variety of flavors compared to the competitors. Our communication is focusing on an online platform that matches the target group's lifestyle.
The frying technology that does not carry oil makes a snack providing lower calories and presenting a variety of flavors compared to the competitors. Our communication is focusing on an online platform that matches the target group's lifestyle.
Weakness:
The price is quite higher than the com- petitors. Since we consider to help the sub-agriculture in the community as the main goal. In addition to the production, we well-standardized products and using advanced technology which leads us to a high production cost.
The price is quite higher than the com- petitors. Since we consider to help the sub-agriculture in the community as the main goal. In addition to the production, we well-standardized products and using advanced technology which leads us to a high production cost.
Positioning Map
Vertical Axis (Y)
Emotional benefit "Intimate, Friendly, Familiar. Mushmore has important differences that the design is friendly and accessible easily to target. A communication channel fits lifestyle which leads to a snack that suitable to the target group.
Horizontal Axis (X)
Functional benefit "Healthier, Solution Snack" Non-oil-fired technology makes a snack provided fewer calories, healthier, with a variety of flavors.
Emotional benefit "Intimate, Friendly, Familiar. Mushmore has important differences that the design is friendly and accessible easily to target. A communication channel fits lifestyle which leads to a snack that suitable to the target group.
Horizontal Axis (X)
Functional benefit "Healthier, Solution Snack" Non-oil-fired technology makes a snack provided fewer calories, healthier, with a variety of flavors.
Marketing & Sales Strategy
— Distribution Channel / Branding / Communication
Distribution Channel:
• Website Platform
www.mushmore.com will be available to order wholesale or a single pack.
www.mushmore.com will be available to order wholesale or a single pack.
• E-Marketplace (Lazada, Shopee, etc)
E-Marketplace will be an alternative channel to serve the target group that prefers to purchase goods through this.
E-Marketplace will be an alternative channel to serve the target group that prefers to purchase goods through this.
Branding:
• Packaging Design
The packaging is designed to convey the feeling of fun by using colorful colors. Besides, the color of the package is stand out from other products and to make the targets feel that Mushmore is the right product for them.
The packaging is designed to convey the feeling of fun by using colorful colors. Besides, the color of the package is stand out from other products and to make the targets feel that Mushmore is the right product for them.
• Mascot
The mascot will represent the products in communication strategy to make the target feel accessible.
The mascot will represent the products in communication strategy to make the target feel accessible.
Shiitake
Mushroom
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Phoenix Mushroom
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Golden Needle
Mushroom
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Oyster Mushroom
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Phoenix Mushroom
Golden Needle
Mushroom
Oyster Mushroom
• Game
Presently, game on a smartphone is very popular to all generations especially Gen Y, who take this kind of game as relaxation. In the past, there was an agriculture game eg. planting vegetable farms which got lots of attention from the gamers. According to this, our team developed a game called "Mushmore Farm" which could especially close to the target group. This Mushmore Farm game is a game in which the clients have to run or walk to the target at the limited time set so that the other players in the game could do their part successfully.
Apart from building brand awareness through the game Mushmore Farm was a game that could help the target group to understand better the modified process that been selected carefully for health. The Mushmore Farm game was the right brand Image for the heathy snacks which could also create the trend from the players to show their mushroom farm in social media.
Presently, game on a smartphone is very popular to all generations especially Gen Y, who take this kind of game as relaxation. In the past, there was an agriculture game eg. planting vegetable farms which got lots of attention from the gamers. According to this, our team developed a game called "Mushmore Farm" which could especially close to the target group. This Mushmore Farm game is a game in which the clients have to run or walk to the target at the limited time set so that the other players in the game could do their part successfully.
Apart from building brand awareness through the game Mushmore Farm was a game that could help the target group to understand better the modified process that been selected carefully for health. The Mushmore Farm game was the right brand Image for the heathy snacks which could also create the trend from the players to show their mushroom farm in social media.
• Grab (Ride services like Uber)
Mushmore Farm game target group is alike to Grab target that is a person who got efficiency in technology. Grab is the com- munication that met the clients' needs, especially are living in urban areas with a convenient lifestyle. "Mushmore x Grab" the campaign was planned to increase the sales of products that meet the needs of the younger generation to be more convenient and able to buy mushmore from grab.
Mushmore Farm game target group is alike to Grab target that is a person who got efficiency in technology. Grab is the com- munication that met the clients' needs, especially are living in urban areas with a convenient lifestyle. "Mushmore x Grab" the campaign was planned to increase the sales of products that meet the needs of the younger generation to be more convenient and able to buy mushmore from grab.
• Gift
The new trend of food delivery by Lineman, Food panda, and Uber Eat is very popular to the target group that wants conveniency, do not waste time on traffic, this has brought the idea that Mushmore can access to the target by online delivery. After a survey, Mushmore hence would ask the cooperation from the healthy food restaurants to service on this online channel together.
Followings the selected restaurants:
Ooh-Ka-Joo salads / Farm to Table / Farm Factory / Jones Salad
The new trend of food delivery by Lineman, Food panda, and Uber Eat is very popular to the target group that wants conveniency, do not waste time on traffic, this has brought the idea that Mushmore can access to the target by online delivery. After a survey, Mushmore hence would ask the cooperation from the healthy food restaurants to service on this online channel together.
Followings the selected restaurants:
Ooh-Ka-Joo salads / Farm to Table / Farm Factory / Jones Salad
Selected Restaurants
Communication Strategy
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Long Term Strategy
1. Giving knowledge back to local people in the community.
2. Installing the production equip- ment for the community.
3. Making Mushmore become as a community product.
4. Our team has a duty as a marketing strategist and distribution of Mushmore.
5. Generating sustainable income and careers for the people in the community by giving knowledge that could implement to other agriculture products.
• Platform
Mushmore's Business Model will apply to other agricultural products in the com- munity that would fulfill the farmer both investment and marketing channel. Our team would also do the quality control until the finished products are handed to the end- users, at the same time build the goods relation among the farmers for sustainable development.
Mushmore's Business Model will apply to other agricultural products in the com- munity that would fulfill the farmer both investment and marketing channel. Our team would also do the quality control until the finished products are handed to the end- users, at the same time build the goods relation among the farmers for sustainable development.
• Sustainability
Mushmore will help the farmers on invest- ment, marketing and creating more business that could carry on to the next generation.
Mushmore will help the farmers on invest- ment, marketing and creating more business that could carry on to the next generation.
Mushmore Achievement
22 Nov 2017
Winner, AIS BrandAge Award 11th, “Smart Farm to Table"
Winner, AIS BrandAge Award 11th, “Smart Farm to Table"
