Week 5 Class - SECOND PIVOT + Pitching
Ideation
Our two key ideas are cats and reducing waste.
This week we spoke to a large number of Wellington cat owners (at organic grocery stores, pet stores, and Facebook) and their main concern for living an eco-friendly lifestyle with their cat was the packaging of cat food - barely any of them mentioned cat toys and when prompted most replied that they either make their own toys or just don't buy any.
The overwhelming need/want of the target audience is more sustainable packaging, therefore we have made the decision to pivot away from eco-friendly cat toys and look at the pet food industry.
We are proposing a system that changes the current method of purchasing cat food. People come to a store and fill biodegradable/reusable containers from large bins of cat food. There could be different options of food flavours to provide variety for the cat.
We would need a partnership with a major New Zealand cat food company (perhaps Purina) and a bulk buy shop (perhaps Bin Inn or Commonsense Organics).
Purina provides - Food (OR could we make it ourselves??)
Bin Inn/Commonsense Organics provide - The space
We provide - Biodegradable or reusable packaging/jars, marketing, educate the public, possibly expand into deliverable service + recollection of jars etc
We are targeting 25-45 year old urban people who own a cat (or cats), who live an eco-conscious lifestyle and are trying to cut down on the plastic they use. The sort of people who shop at Commonsense Organic, other boutique eco-friendly/organic places etc.
Would people actually compost or bury the biodegradable packaging in their own garden? If they just send it to the landfill it won’t biodegrade properly. Is this the best option?
Food stores wouldn’t want people handling wet cat food in the store so it would already have to be in the jars.
The jar lids would say the flavour and nutritional info (being on the lids means they can be swapped around to different jars to suit demand).
What’s the incentive of bring back the jars? Discount?
Our Pitch For Olly
We are targeting 25-45 year old urban cat owners who live an eco-conscious lifestyle - specifically trying to reduce their waste. We’ve spoken to a number of eco-concerned Wellington cat owners and their main concern was the current wasteful packaging of cat food.
We are proposing a system that changes the current method of purchasing cat food. We would provide reusable jars of wet cat food for people to purchase at organic food stores, and when they bring back the empty jars they get a discount of their next purchase of the cat food. This closed loop system could also possibly expand into a delivery and recollection service.
We would need a partnership with a major New Zealand cat food company such as Purina or Whiskas to provide the food and an organic food store such as Commonsense Organics to provide the space.
Notes From Olly
Our Pitch For Lyn
We’re Thunderpets and we’re revolutionising the current wasteful system of buying cat food.
We will provide reusable jars of wet cat food for people to purchase at organic food stores, and offer a discount on the next purchase when the jars are returned. This closed loop system could also possibly expand into a delivery and recollection service.
We’ve spoken to a number of eco-conscious Wellington cat owners and there is a clear trend of people wanting a more sustainable alternative to single serve plastic or aluminium packaging.
1.6 million New Zealanders own at least one cat. Even if only a quarter of these cats are feed one single serve meal a day, this would send 146 million pieces of non-biodegradable waste to landfill each year!
We require partnerships with a major New Zealand cat food company such as Purina or Whiskas to provide the food and an organic food store such as Commonsense Organics to provide the sale space.
Join us in the cat food revolution, fighting the cat-astrophe of increasing landfill waste!
Name Change?? Thunderpets - The Cat Food Crusaders
Notes From Lyn
Our two key ideas are cats and reducing waste.
This week we spoke to a large number of Wellington cat owners (at organic grocery stores, pet stores, and Facebook) and their main concern for living an eco-friendly lifestyle with their cat was the packaging of cat food - barely any of them mentioned cat toys and when prompted most replied that they either make their own toys or just don't buy any.
The overwhelming need/want of the target audience is more sustainable packaging, therefore we have made the decision to pivot away from eco-friendly cat toys and look at the pet food industry.
We are proposing a system that changes the current method of purchasing cat food. People come to a store and fill biodegradable/reusable containers from large bins of cat food. There could be different options of food flavours to provide variety for the cat.
We would need a partnership with a major New Zealand cat food company (perhaps Purina) and a bulk buy shop (perhaps Bin Inn or Commonsense Organics).
Purina provides - Food (OR could we make it ourselves??)
Bin Inn/Commonsense Organics provide - The space
We provide - Biodegradable or reusable packaging/jars, marketing, educate the public, possibly expand into deliverable service + recollection of jars etc
We are targeting 25-45 year old urban people who own a cat (or cats), who live an eco-conscious lifestyle and are trying to cut down on the plastic they use. The sort of people who shop at Commonsense Organic, other boutique eco-friendly/organic places etc.
Would people actually compost or bury the biodegradable packaging in their own garden? If they just send it to the landfill it won’t biodegrade properly. Is this the best option?
Food stores wouldn’t want people handling wet cat food in the store so it would already have to be in the jars.
The jar lids would say the flavour and nutritional info (being on the lids means they can be swapped around to different jars to suit demand).
What’s the incentive of bring back the jars? Discount?
Our Pitch For Olly
We are targeting 25-45 year old urban cat owners who live an eco-conscious lifestyle - specifically trying to reduce their waste. We’ve spoken to a number of eco-concerned Wellington cat owners and their main concern was the current wasteful packaging of cat food.
We are proposing a system that changes the current method of purchasing cat food. We would provide reusable jars of wet cat food for people to purchase at organic food stores, and when they bring back the empty jars they get a discount of their next purchase of the cat food. This closed loop system could also possibly expand into a delivery and recollection service.
We would need a partnership with a major New Zealand cat food company such as Purina or Whiskas to provide the food and an organic food store such as Commonsense Organics to provide the space.
Notes From Olly
- Our pitch has a solid chunk of great info
- Short shape intro, tell them about the problem, etc
- First sentence - who are you and what are you doing?
- First 15 seconds of the pitch needs to be an elevator and intro to the main pitch
- “We’re Thunderpets and we’re making cat food more environmentally friendly for the masses.”
- Sell it!
- Catch attention with facts, something emotive etc
- Snappy one liner
- Trends, problems, facts, your problem solving
- There is a trend demonstrated by this fact but there’s not an answer available
- Show them how big the problem is, show them what you’re proposing, the scale, leave them wanting more
- Get a list of people who want to use your thing before it comes out
- “People from our demographic are telling us they want it”
- How do we best present this? Present it beautifully
- Create a buzz
- Be sales people
- Intro - Problem - Solution + How it works
- Show stuff in graphs?
Our Pitch For Lyn
We’re Thunderpets and we’re revolutionising the current wasteful system of buying cat food.
We will provide reusable jars of wet cat food for people to purchase at organic food stores, and offer a discount on the next purchase when the jars are returned. This closed loop system could also possibly expand into a delivery and recollection service.
We’ve spoken to a number of eco-conscious Wellington cat owners and there is a clear trend of people wanting a more sustainable alternative to single serve plastic or aluminium packaging.
1.6 million New Zealanders own at least one cat. Even if only a quarter of these cats are feed one single serve meal a day, this would send 146 million pieces of non-biodegradable waste to landfill each year!
We require partnerships with a major New Zealand cat food company such as Purina or Whiskas to provide the food and an organic food store such as Commonsense Organics to provide the sale space.
Join us in the cat food revolution, fighting the cat-astrophe of increasing landfill waste!
Name Change?? Thunderpets - The Cat Food Crusaders
Notes From Lyn
- Nicely tuned, flows well, good hook, good data
- Makes good sense
- End sentence was a bit cringe worthy
- Have a good conclusion, loop/connect back to first sentence(s), focus it back in, pull out the “join us” and “fighting”
- Add detail to how you actually see the system working - how does the reusable system work? Is there a number of different ways you could supply the service? Lowest impact way of getting people cat food, think of carbon miles etc if you want to get right into the story of being eco-friendly.
- Mention scalability
- Really push how many people you talked to, facts and figures
- Talk about the quality of the food (What the cats care about, everything else is what the owners care about)
- Talk about why the current system isn’t working, open food in the fridge not appealing to the cats, food open for many days isn’t appealing etc
- If we’re going to partner with a cat food brand maybe try and find the most organic/ethical one?
- A delivery service subscription has the problem of not being flexible from a user centred point of view (What if cat runs away, is off it’s food, decides it doesn’t like the flavour etc)
- Show us some prototyping ideas next week of your product
- The packaging has to be following the same eco-friendly story of the system change
- The milk bottle model is really good from a sustainability point of view, particularly if you can slide in with systems that are already in place