Segmentation &Targeting
Targets:
Owners of specialty food companies are people who manage small, local packaged food businesses. These vendors are passionate about their craft and have a unique story about how they started their company or got interested in the industry. Whether they sell popsicles or peanut butter, they care deeply about their business and care about presenting their brand authentically, introducing their brand to new people , and increasing their sales. Their biggest constraint is a lack of time.
Retail purchasing mangers work for specialty grocery stores like Whole Foods and Southern Season. They are busy and business savvy people who have a lot on their plate. They care deeply about the best interest of their store and the customers who shop there. They want wants to sell more products in store and give customers the best experience possible. When it comes to grocery shopping, they know shoppers can be fickle unless given a compelling reason to buy the product from their store.
Two-part Targeting Strategy:
1. Develop trust in specialty food vendors
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Specialty food vendors are very protective of their products and image- they want to work with people that understand their unique needs
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As a small business owner, they don't have a lot of time. They need services that they don't feel like they have to jump through a bunch of hoops to utilize.
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They want to feel like their money is is invested wisely
2. Demonstrate proof-of-concept and ease-of-use for retailers
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Busy people who don't have a lot of time to implement new technology themselves
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Want a way to boost sales, differentiate their store experience from competitors
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Want artisan products with compelling stories
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Want beautiful ways to display products that will attract consumers