's Business Profile
On a scale of 1 to 10 (with 10 being the ‘best), how would you rate your current ENERGY levels in terms of your own mindset, focus, momentum and action?
When you started with us, did you have a personal brand, a company brand or both?
Has this changed since then and what is it now, a personal brand, a company brand or both?
Do you think your logo is legible and professional?
If you have a website, does the URL exactly match your company name?
What is the URL?
Do you have a professional email signature?
Do you have a professional email address, in other words, not a gmail email address as an example?
What is your work title (I am a Conversion Optimisation Specialist)?
Have you always used this title or is it new since joining us?
What is your purpose?
What is your Vision?
To make vegan dairy products easily accessible to all for a healthier planet.
What is your 1st Primary Goal?
Be ready to trade properly by end August 2020.
What is your 1st Objective for this Goal?
Perfect the cheeses, have the detailed pricing done and ensure supplier has constant stock.
What is your 2nd Objective for this Goal?
Ensure have all trading certificates.
What is your 3rd Objective for this Goal?
Have all packaging ready including labels and ingredients and allergy warnings.
What is your 2nd Primary Goal?
Be able to move the cheese on demand, fresh
What is your 1st Objective for this Goal?
Put courier contracts in place.
What is your 2nd Objective for this Goal?
Advertise on Vegan groups
What is your 3rd Objective for this Goal?
Have a physical space to sell cheeses.
What is your 3rd Primary Goal?
Get 3 regular outlets and sell at least 1000 cheeses per month
What is your 1st Objective for this Goal?
Approach Organic Zone, Wellness Warehouse, Health food stores
What is your 2nd Objective for this Goal?
What is your 3rd Objective for this Goal?
Write your Value Proposition below as per the formula in Principle 4
Do you believe it is appealing? And why so?
Do you believe it is exclusive? And why so?
Do you believe it is clear and simple to understand? And why so?
Do you believe it is credible? And why so?
List all the ‘Elements of Value’ your product offers
Preservative free.
No animal products.
Good source of protein.
Write one case study of something you have achieved with a customer
I presented a cheeseboard to a customer for a party. I did not mention that the cheeseboard was fully vegan. All the cheeses were eaten gustily and guests even asked to take some home if it was not finished. The customer only informed the guests after eating the products that the cheeses were all non-dairy. I then received an order to cater for another party with the same cheeses.
What features does your product have?
Cheeses contain either nuts or seeds or soy so cater for plant-based and allergy requirements.
All cheeses can be frozen to ensure a longer shelf-life. Defrost overnight.
No preservatives.
What benefits does you product offer?
The cheeses do not contain any animal products.
Cheeses contain either nuts or seeds or soy so cater for plant-based and allergy requirements.
The more you buy, the cheaper the cheeses.
List 3 objections you get to your product and the 3 answers to these objections
Objection 1: The cheese does not melt very well.
Answer 1: Cheeses are categorised as spreading, cutting, topping. As there is not animal fat and as I limit excess palm and coconut oil, the cheeses do not melt well. I have a particular melting mozarella.
Objection 2: The colour is not very cheese-like.
Answer 2: I do not use any false food colourings. These are natural nut and seasoning colours. Only use herbs to change colours.
Objection 3: The cheese does not last as long as dairy cheese.
Answer 3: I use no preservatives. Most cheeses last for at least 2 weeks in the fridge. All cheeses freeze very well and defrost overnight to the original texture.
Name one of your products
Mad for Mould
List 3 problems you believe your prospects have, related to your solutions
Three problems:
– the product does not last very long in the fridge
– the product is not available from a retail outlet
– the product is not available immediately but requires time to make to order
List your 3 solutions to their problems above
– the products can all be frozen and then defrosted to be used shortly after defrosting
– i can find a weekly retail outlet e.g. a market where I can sell cheese
– i could make the option of buying cheeses already frozen to have stock on hand. I can also push the marketing so that I can make volumes in advance
Write a detailed spec on your ideal customer (as much info as possible as per the Prospect Principle)
Demographic
– Teenagers to middle 50 years old
– Females
– White and coloured
Pshyco
– Either earners or live in middle to upper income households
– They view the world as needing saving and identify with plant-based, preservative-free products
– They want healthy products in their bodies
– They recycle and want to green their homes and the planet
– Like to fit in with peers and be labelled as healthy, vegan or plant-based
Behavioural
– They shop for groceries when required
– Like to try new products
– Shop at small, greener delis where possible
– Fresher is better
– Not always cheap products but well-priced products
– someone who love cheese and who who enjoys experimenting with different foods.
– someone who enjoys plant-based foods.
– someone who has money to spend on premium food products
Geographic
– Cape Town to Stellenbosch and Hermanus i.e.
– Southern Cape
What is their true deep desire?
They would love to move away from dairy and embrace a plant-based, healthier diet but they LOVE cheese.