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  • Creatives30

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Background

Industry

Food & Beverage

About Your Company

We are a small US online food retail startup focusing on subscriptions, and initially we will be selling only beef, pork, and chicken. There are two main differences that differentiate us from other retailers; one, we do not hold inventory. Instead portions of an animal are presold before butchering, and the meat is shipped directly from the slaughterhouse to the customer. This means that the time between vacuum sealing the meat and delivery is 2-3 days, and it is virtually impossible to get fresher meat. Two, we allow the customer to specify exactly how they want their product cut up just as if they were at a butcher shop. The customer can choose 1 or 1.5 inch thick steaks, 80% or 90% ground beef, how many hamburger patties per package, etc.

Although we are starting out selling meat, we plan on expanding to other high-value or hard to find perishible items such as exotic mushrooms, fruits, vegetables, cheeses, etc. We do not want to pigeon hole ourselves with a name like "The XYZ Steak Company" but allow for expansion outside of meat.

Execution

Target Audience

The initial survey's we've conducted indicate that the audiences with the most positive views of our service are:
More likely to be male
More likely to be an urbanite and less likely to be a suburbanite
Makes $40,000+ / year
20-40 years old

Creative should NOT use

Although we are starting out selling meat, we plan on expanding to other high-value or hard to find perishible items such as exotic mushrooms, fruits, vegetables, cheeses, etc. We do not want to pigeon hole ourselves with a name like "The XYZ Steak Company" but allow for expansion outside of meat.

Tone/voice

The main impression we want to make is that our product does actually taste far better than anything you can find in the grocery store.

Top 3 Things

Quality
Convience
Customization
Safety

Materials

Contract
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