VISION STATEMENT MISSION STATEMENT. Provide an experience that excites the senses, educates the mind, and evokes an appreciation for the wine culture.

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2 VISION STATEMENT Provide an experience that excites the senses, educates the mind, and evokes an appreciation for the wine culture. MISSION STATEMENT A guide into the world of wines that provides a refined customer experience through the pairing of carefully selected wines and foods.

3 THE PROBLEM WE ALL FACE HOW CAN YOU CHOOSE THE RIGHT WINE?!

4 THE SOLUTION WE PROVIDE

5 PRODUCT & SERVICE 3 types of packages Bulgarian wines Additional goods

6 VALIDATION & TRACTION FOCUS GROUP INTERVIEWS NETWORK WITH KEY CONSTITUENTS ONLINE SURVEY SECONDARY RESEARCH ROAD TRIP TO WINERIES

7 TARGET MARKET CUSTOMER #1 GIFTER CUSTOMER #2 END CONSUMER CUSTOMER #3 CORPORATE CLIENT

8 BUSINESS MODEL

9

10 CORPORATE SOCIAL RESPONSIBILITY Facilitating the rehabilitation of alcohol and drug addicts in Bulgaria.

11 Milena Designer Art Direction TEAM CAPABILITIES Dimitar Growth & Sustainability Marketing Strategy Mladen Leader Financial Analysis Nikoleta Researcher & PR Product Development

12 CONCLUSION 1 Unique wines 2 Wine culture 3 Skillful pairings

13 CHEERS AND THANK YOU!

14 APPENDICES UPFRONT COSTS BREAK-EVEN GRAPH COMPETITIVE POSITION MARKET SEGMENTATION PRODUCT 1 COSTS EXPENSES BREAKDOWN WINERIES DAY ONE PERSONAS PROJECTIONS INVESTMENT RISKS WINERIES DAY TWO MARKET SIZE J-CURVE ESTIMATON RISKS AND MITIGANTS FOCUS GROUP FINDINGS GROWTH STRATEGY BR-EVEN, PBP, IRR COMPETITORS SURVEY FINDINGS BUSINESS MODEL MAP

15 Growth Strategy Partners Costs Value Proposition Channel Market Segmentation Capabilities Pricing Model Competitive Strategy

16 UPFRONT COSTS

17 PRODUCT LINE 1 COSTS

18 PRODUCT LINE 1 PROJECTIONS Based on the survey, for every 100 units of product 1 bought, customers will buy 85 units of product 2, and 66 units of product 3.

19 J-Curve Estimation

20 BREAK-EVEN, PBP, IRR

21 BREAK-EVEN GRAPH

22 EXPENSES % BREAKDOWN

23 Rare Certain Probability INVESTMENT RISK MATRIX BR3: Lack of Trust in Our Wine Expertise BR1: Unexpected Costs Market Risks Business Risks BR2: No Full-time Employees MR4: Customer Do Not Buy Wine Online MR3: Online Retailer Copies Our Model MR2: Existing Competitor Gets Aggressive MR1: New Competitor PR1: New GDPR Political Risks Negligible Impact Catastrophic

24 Business Risks BR1: Unexpected Costs (High Probability, Medium Impact) Mitigant: The entire team will be going on Work and Travel and can invest their savings. BR2: Lack of Trust in Our Wine Expertise (Medium Probability, Medium Impact) Mitigant: Leveraging team s advisors from the industry, encouraging customers to post positive reviews. BR3: No Full-time Employees (High Probability, Low-to-Medium Impact) Mitigant: The team will be living in close proximity, will preserve their current communication, delegate tasks, and think strategically. Market Risks MR1: New Competitor (Medium Probability, High Impact) Mitigant: Our established network and connections with partnering wineries, as well as maintaining aggressive marketing strategy. MR2: Existing Competitor (Such as Bottle/Cheese) Becomes Aggressive (Medium Probability, High Impact) Mitigant: Leveraging the team s advantage of working with many wineries, which allows diversity for the customer, and the team s advantage of procuring the wines at low to no cost. MR3: Big Online Retailer Copies Our Business Model (Low Probability, Medium Impact) Mitigant: This is where the team s passion, drive, marketing and selling experience, and attention to customer service come to play. MR4: Customer Do Not Buy Wine Online and Are Not Tech Savvy (Low Probability, Medium Impact) Mitigant: Generate awareness through exhibiting at wine events and word of mouth. Political Risks RISKS AND MITIGANTS PR1: Introduction of the New GDPR Starting 05/25 (Low Probability, High Impact) Mitigant: Consulting with lawyers, accountants, and existing similar businesses.

25 COMPETITORS Podari s liubov Bottle/Cheese Bottle/Cheese Kibrit Wishio Beery Traditional Stores

26 COMPETITIVE POSITIONING 365 days of the year, unlike Bottle/Cheese Lower price, due to working with many wineries offering us free wine Providing tips and suggestions wine tasting Skillfully crafted food pairings CSR for alcohol abuse in Bulgaria

27 WINERIES DAY ONE

28 WINERIES DAY TWO

29 FOCUS GROUP FINDINGS Drink wine 3-4 times per week 8-15 BGN for personal use > 20 BGN for occasion Cheese, grape, salty food Buy wine when visiting and on bdays 1 big bottle or 5 small ones BG and foreign wine Tips, merch, food, booklet BG audience loves puns Would pay BGN

30 ONLINE SURVEY FINDINGS

31 Reach MARKET SEGMENTATION Engaged Would Buy Online Would Buy the Product Have the Disposable Income (TARGET) 10% 72% 47% 17.6% Conversation rate 0.6% however discount the target number by half due to possible sample bias. 25,000 (conservative) reach used as a proxy due to similarity in marketing effort spent. Assuming that people will either buy the product in the first month and a half or forget that they saw the ad, we project 75 boxes sold in the first 45 days (EXPENSES % BREAKDOWN).

32 PERSONAS Georgi Chapanov Age: 21 College Student Gifter Will to spend: 40 BGN Virginiya Ivanova Age: 51 Mid-level manager End consumer Will to spend: 60 BGN Malina Mushkova Age: 39 Account manager Gifter and End Consumer Will to spend: 54 BGN

33 MARKET SIZE In 2017 the market for wine generated 145 million liters of wine = 193 ml bottles of wine ( 750 ml) market size

34 GROWTH STRATEGY 10 th YEAR WINERY 4 th YEAR MEMBERSHIP 3 rd YEAR WINE NOT EUROPE 2 ND YEAR EXPORTING

35 FOOD & WINE PAIRINGS Brie cheese, Chardonnay,Rose Gruyère cheese, Chardonnay, Pinot Noir Comté cheese, Sauvignon Blanc, Rose Havarti cheese, Sauvignon Blanc, Pinot Noir Cheddar cheese, Merlot, Syrah Halloumi cheese, Cabernet Franc, Chardonnay Roquefort cheese, Syrah, Cabernet Franc Dry meet, Muscat Blanc, Rose Dry meet, Cabernet Sauvignon, Rose Dry meet, Merlot, Chardonnay

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