PRODUCT: E-Straw (made up of bamboo)

1.0 Executive Summary

2.0 Target Market

It’s not new to all of us the increasing rate of plastic waste in our community, which
caused our environment more polluted and its one of the biggest environmental concern
nowadays. Several studies had been released to know how to manage this plastic
waste rate. The most contributors to this waste are the restaurants, restaurants uses
often plastic stuff like the straw for the beverages and drinks they served.

By this fact, our ideal customers are restaurants, specifically target local restaurants that
will promote the product here in Davao and foreseeing to cover Mindanao restaurants in
a period of time.
2.1 Market Definition and Segmentation

We segment it by income and interest to define the volume of our product that will be
purchased from high end to unique and budget friendly dining’s. Restaurants used straw
everyday of their operations. When we talked about restaurants, automatically they
served beverages or a drink to match up with their meals.

Base on the surveys, decisions to dine in a fine restaurants or a budget friendly and
easy-go dining varies demographically and pyschographically.

Volume contributory of straw

Fine Dining Casual Dining

Contemporary
Casual

Cafeteria Family Style

Fast Casual

1. Fine Dining Restaurants

High-end decor and a formal atmosphere, majority of the fine dining restaurants
can be characterized with a formal dress code, executive meeting, corporation’s
conference; weddings are occasions often held in fine dining restaurants.

2. Casual Dining

A table service low-key atmosphere with a moderate price menu, average earner
can afford to dine, whether individuals or a groups
 3. Contemporary Casual

Modern casual yet trendy atmosphere, follow eco-friendly protocols and serve
unique and healthy food and beverages options.

4. Family Style

Restaurants that feature shareable platters tie up with drinks, a budget meal
combos that an average earner can afford to dine with their love ones.

5. Fast Casual

Cater individuals that are looking for a quick bite and sip that’s healthier than fast
food but more affordable those casual restaurants.

6. Cafeteria

Whenever you need a cup of coffee on your way to work or catching up with an
old friend cafeteria is the perfect fit. It’s the most trend nowadays, some cafeteria
offers different type and more twist to their drinks to attract more customer. Best
fit for students, average earner who wanted a casual and relaxed atmosphere.

3. Unique Selling Proposition (USP)

Our unique selling point is E-Straw will be the first ever eco straw here in the region
made up on bamboo trunks and scented with organic herbs, herbs that used in treating
kidney failure and urinary tract infection. A Perfect alternative to plastic straws, the
product is environmental-friendly, natural & organic, and reusable up to 10-20 usage.
The natural, physical and well sanitized properties make E-Straw a safe for everyone to
use including children. It comes in two varieties – a regular straw for any kind of
beverage, and a milk tea straw perfect for tea lovers. Every purchase already comes
with a brush cleaner

Bamboo is the world’s fastest growing plant which makes its sustainable material; each
trunk grows within a span of 60days and contain a binding agent name as “bamboo kun’
which act as a destroyer to any parasite or fungus that tried to grow on it, that’s makes
bamboo hygienic material to use.

We can engrave a text or design whatever your restaurants desire to best fits to its
ambiance or to follow trends to catch your customer’s attention and ensure that the
safeness is 100% present.
4. Pricing and Positioning Strategy

Although E-Straw will be the first here in Davao, there are other eco businesses that
support no to plastic and reduce plastic waste that will offer competition. Two
competitors in town are offering pre-order and free shipping to consumer and
businesses.

COMPETITIOR A COMPETITOR B
METAL STRAW PAPER STRAW

Regardless the similar business in the area, E-Straw contain feature that will be
beneficial to make it more desirable and leading than other competitors. From its main
feature which is made up of bamboo, E-Straw is durable, robust and it has no sharp
edge which makes a safe to use for children

4.1 Marketing Mix

Product:

The quality of a product is very crucial especially when it tossed to foods, the
contamination or other form of unhealthy elements might be mixed. By that, E-Straw is
well made and used multiple methods to ensure its product quality. From bamboo
trunks, cut it in exact and perfect lengths we make the proper cleaning, disinfect
completely then dye under the exact hotness of sun for a couple of hours, smoothens
and clean one by one to check the quality of each product to its finals usage.

Innovation for E-Straw will also be our goal. One thing of this is by adding organic scent
that is flavourful that even young ones can adapt, add more creativity embodied to fit in
every trend we have aside from names and quotes that best fits to target customer.

Place:

E-Straw will be launch as a small business here in local particularly in Davao City, at the
centre where most of the restaurants specifically cafés are located and is very
accessible, at Torres street along the highway few block from Metro Lifestyle and
Fitness Gym. Over a time the business will strive to expand and cater Mindanao
regions, expansions will begin in neighbouring cities and open more in larger areas.
Technology is engaging in our lives nowadays and Internet is an extremely effective and
efficient method in spreading business. For that, we will create a page in social media to
be able to be more informative of our product.

Restaurants may visit our page, contact us and place order; they may also pick up their
orders for those in nearby and for other which may take distance at the location, we will
safely ship it.
Price:

Price is the major factor that will contribute to the success of a business, the
cost of E-Straw will vary based on the supply used, the designed that will be added, the
building in which product is produced and other expenses including employees’ wages.
Since the main material is natural which bamboo trunk is, we can purchase it at low
price with bulk order of trunks in locals or in regions. And by using also the organic
leaves that will serve as scent in every E-Straw, we can lower a bit the cost to compete
in the market.

Php200.00
Php180.00
Php160.00
Php140.00
Php120.00
Php100.00
Php80.00
Php60.00
Php40.00
Php20.00
Php-
Comepitor A - Metal Competitor B - Paper E-Straw
Straw Straw
cost per product

Promotion:

First step in promoting business is to build awareness in brand since saving our
environment is the most concern nowadays; we can use this to advocate or to raise
awareness of the product that we are going to launch.

We will promote E-Straw thru catalogues, brochure and tarpaulins together with the
contact number and email to reach us. Word of mouth is best to use in promoting brand
without paying anything but thanks to the changing world of technology! We will also
engage in social media by having content that will actually catch attentions.

There’s a lot of social media platform that are free to sign up, this is an advantage to
promote the product without paying anything, LinkedIn is the best social network for
B2B but since we target local restaurant we may prefer to publish the product in
Facebook. Facebook has a feature that allows advertiser who will be the desired
audience by simply clicking the select audience options on your page and the location
you wanted to be well-known. We will publish the feature of the product at the same
time promote its benefits.

5. Distribution Plan

Since we segment our target we will consider using selective distribution to disperse the
product, by doing this it allow us to pick up a price point and lessen the cost.

By creating page in social media and advertising the product together with the contact
number given, targets may send, place and email their orders directly to us. When
orders are placed, validated and confirm by our personnel with the agreed lead time to
prepare the item from the production, we will deliver directly to the customer by using a
standard 4-wheel multi-cab since product is light weight and does not require a heavy
trucking.

MANUFACTURER CUSTOMER

6. Offers