Feasibility Study
Feasibility Study
Table of Contents
Executive Summary 2
Description of the Product 2
The Problem 2
Unique Aspects of Our Model 3
Industry Overview 3
Competitive Analysis 4
Target Market 5
Our Place in the Value Chain 5
Commercialization Strategy 5
Types of Revenue 6
Financial Assumptions 6
Revenue Model Appendix
Executive Summary Peanut Butter has been a household essential, since its creation in the early 1900’s. It has remained a family favorite ever since. Despite its popularity, there has been one reoccurring frustration when it comes to eating peanut butter. This frustration comes about when one reaches the bottom of the jar and takes on the strenuous task of digging for the last bit of peanut butter. Aside from being annoying, it often also results in throwing away jars that have food left in them. Double Twist Peanut Butter is taking advantage of the opportunity to eliminate these problems brought on by the standard single lid container. Along with a high quality peanut butter, our brand is introducing a new generation of containers that are equipped with lids on each end of the container. Not only does this save wasted peanut butter, it also gives much added convenience to the customer. We are following a common trend of efficiency amongst Americans. We are entering an already established market but we are bringing a new dimension to it with our innovative double sided jar. We are hoping our unique product will help us build brand recognition and ultimately a strong customer base. We are marketing towards a similar target group that our competitors have targeted, however we are able to offer an economically and environmentally friendly container that will distinguish our product amongst the rest. In 2011 Jif and Skippy were the two biggest peanut butter distributers, these two companies accounted for approximately 52%
Table of Contents
Executive Summary 2
Description of the Product 2
The Problem 2
Unique Aspects of Our Model 3
Industry Overview 3
Competitive Analysis 4
Target Market 5
Our Place in the Value Chain 5
Commercialization Strategy 5
Types of Revenue 6
Financial Assumptions 6
Revenue Model Appendix
Executive Summary Peanut Butter has been a household essential, since its creation in the early 1900’s. It has remained a family favorite ever since. Despite its popularity, there has been one reoccurring frustration when it comes to eating peanut butter. This frustration comes about when one reaches the bottom of the jar and takes on the strenuous task of digging for the last bit of peanut butter. Aside from being annoying, it often also results in throwing away jars that have food left in them. Double Twist Peanut Butter is taking advantage of the opportunity to eliminate these problems brought on by the standard single lid container. Along with a high quality peanut butter, our brand is introducing a new generation of containers that are equipped with lids on each end of the container. Not only does this save wasted peanut butter, it also gives much added convenience to the customer. We are following a common trend of efficiency amongst Americans. We are entering an already established market but we are bringing a new dimension to it with our innovative double sided jar. We are hoping our unique product will help us build brand recognition and ultimately a strong customer base. We are marketing towards a similar target group that our competitors have targeted, however we are able to offer an economically and environmentally friendly container that will distinguish our product amongst the rest. In 2011 Jif and Skippy were the two biggest peanut butter distributers, these two companies accounted for approximately 52%