MARKETING PLAN

Marketing Plan

Marketing Plan

Introduction

The Black & White Cow Industries is a new business providing high-quality, full service distribution of milk, specialty beverages and beverage-related supplies to milk houses and espresso stands throughout the Spokane and Northern Idaho market. At this time we are seeking additional equity capital to compliment our own investment and are seeking to arrange a bank line for inventory and receivables financing (Ford 2003). We have firm commitments to distribute several high-quality new age beverage products, and have verbal commitments from independent retailers throughout the Spokane and Northern Idaho market to carry our product. We plan to distribute our first products within 30-60 days of finalizing financial arrangements.

Sales projections for The Black & White Cow Industries are estimated to begin at approximately $2,229,000 the first year, increasing to approximately $2,558,000 in Year 2 and approximately $2,936,000 in Year 3. Our net profit is projected at approximately $283,000 the first year, increasing to $406,000 by the end of the third year of operation.

Products

The Black & White Cow Industries will provide a first-class delivery service of quality hot and cold beverage related supplies, including whole bean or ground milk, flavor syrups, jet teas, fruit smoothies, bubble teas, concentrated milk, fresh baked goods and assorted paper supplies. Our services will include invaluable trade resources, effective promotional programs, custom-designed marketing material, informative monthly newsletters, training and product demonstrations, as well as information on the latest market trends in the milk/specialty beverage industry (Baker 2003).

Product & Service Description

The Black & White Cow Industries will carry a variety of quality products that will enable us to provide full service delivery to espresso stands and milk houses. Our underlying philosophy in selecting products is to choose lines that will bring consistent quality, competitive prices, and product satisfaction to our customers. We have personally researched and sampled each of the following products that we offer to ensure the quality we guarantee.

Target Market

Key Competitive Strengths

No other wholesaler in the market offers full service delivery with the variety of product we feature (Jobber 2001). We are better positioned than our main competitors to take advantage of the increasing demands of milk and specialty beverage supplies because we focus exclusively on high-quality distribution and customer service. In addition to the variety of products we feature, The Black & White Cow Industries has exclusive distribution rights to Good Cow's concentrated milk/dispensing system. This product is not currently available in our market by any other suppliers.

Key Competitive Weaknesses

Our primary weakness is that we are a new business competing largely against established suppliers. To significantly build sales, we must not just find new customers - we must take customers away from existing suppliers. However by offering a superior selection of supplies, new groundbreaking products to the market, and focusing on high-quality service and full service delivery, we feel will can quickly establish accounts and build strong relationships. Co-founder Jennifer Smith has had many discussions with owners of milk and espresso businesses that confirm this ...