CUSTOMER RELATIONSHIP MANAGEMENT

BUSINESS MODEL CANVAS -BUILDING BLOCKS

Group: Natasha Finda, Luisa Moeller, Nicole Bruehl, Tabitha, Iansky

COMPANY DESCRIPTION:
Name: FroNut
Core Product: The company is selling a crossover pastry product made of a donut filled
with Frozen Yoghurt. The product is sold cooled so obtain the consistency of the filling and
provide a refreshing sweet candy.
Additional characteristics: To differentiate our product from others and to seize the
upcoming consciousness about sustainability issues, the product is produced
environmentally friendly as well as fair. This includes the following aspects:

Cooperation with suppliers of clean energy for powering the production facilities as
well as the salesrooms
Proper garbage disposal during and after the whole production process
Thoroughly inspection of all actors in the supply chain on fair compensation,
sustainable production methods and garbage disposal, especially the preservation of
natural resources
Applying of a benchmark system in order to rate and monitor the suppliers

To seize the ongoing trend of a healthier lifestyle, the FroNut additionally is produced using
adequate ingredients. These include:

Whole grain flour for the donut body

A low-fat frying procedure for the donut body
the usage of good milk with a normal and healthy fat level
abdication of additional and artificial sweeteners and flavorings

Key characteristics: environmentally friendly healthy - tasty

Price policy: The product is designed for consciously living people, who are willing to
spend a certain amount of additional money to favour a more sustainable, healthier product
over the standard.
Distribution policy: The product will be distributes through its main POS in malls and city
centers to casual costumers. As the company proceeds, it will also be possible to deliver the
goods in a sense of catering in bigger quantities. Also, it will be possible to receive a FroNut
in addition with another food product in the sense of a desert at the POS of the partner
company.
Communication policy: The communication focuses on emphasizing the healthiness and
the sustainable production methods of the FroNut. Since the younger generation mainly
develops this consciousness, online media is a crucial point in the communication strategy.

Tangible material (merchandise, stickers,)will be provided using natural optics and at least
partially recycled paper. The communication should clearly justify the higher price.
Vision: We make sweets a healthier treat.
Mission: We are using clean and earth-friendly production methods in order to create a
delightful feeling in your mouth and your mind. We are creating a pure conscience for
yourself and our environment.

BUILDING BLOCK 1 KEY PARTNERS

1. Who helps us to provide value to others:
Suppliers: milk farmers, landlords, bakeries, state/government, production staff,
market research institute, clean energy suppliers, marketers/marketing agencies
2. Who supports us in other ways and how:
Financial support: investors and banks, crowdfunding (customers and consumers),
ourselves: own savings
3. Partners performing key activities and supplying key resources on our behalf:
Key Resource
FroNut recipe
Product itself
Clean energy
Clean commodities
fund

Provided by
Market research institute, future customers
bakery
Energy suppliers
Suppliers
Suppliers, other companies, government

BUILDING BLOCK 2 KEY ACTIVITIES

1. Critical activities:

Regular/daily
Baking (A, 1)
Producing Frozen Yoghurt (A, 1)
Merching together both (A, 1)
Buying ingredients from suppliers (A,
1, 2)
Communicating our good will and
benefits (B, 1, 2)
Foster partner relationships (B, 2)
Apply marketing strategy (B, 1, 2)
Optimizing production processes (A,
B, 1)
Optimizing supply chain (A, B, 1)

Once/ occasionally as required

Customer analysis (1, 2, A, B)
Quality assurance/ re-evaluation of
suppliers fairness and sustainability
(1, 2, A, B)
Quality assurance/ own company (1,
A, B)
Build marketing plan (1, 2, B)
Develop recipes/ refine and extend
recipe (A, B, 1)

A making

1 Key activity for Value proposition

B selling
C supporting

2 Key activity for Channels and CRM