PROCESS MANUAL
TABLE OF CONTENTS
Introduction Logo Process Graphic Standard
Packaging
Mission Statement, About the Product, Purpose of Project Biomimicry Studies Case Study #1: Egg Case Study #2: Duck Feet Patterns
5 6 7 8 9
Preliminary Sketches Intermediate Iterations Final Logo
11 12 13
Logo Specifications, Color Palette and Typography Logo Usage Business System Business System Sketches Business System Iterations Business Card Envelope Letterhead Marketing Applications Website and App Pocket Tee Billboard Bus Stop Store Sign Gift Bag
15 16 17 18 19 20 21 22 23 24 25 26 27 28 29
Creative Brief Preliminary Sketches Calculating Measurements Preliminary Prototypes Construction Secondary Prototypes Pattern and Labeling Final Product
31 33 34 35 36 37 38 40
Design Analysis Contact Us
43 44
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INTRODUCTION
Mission Statement
About the Product
Purpose of Project
Here at Better Batter we believe baking should be accessible and affordable. By incorporating a measuring cup into the packaging, we make a readymade cake mix even more convenient with the necessary baking tools at the tip of your fingertips. We’ll do the most to ensure delicious fresh baked treats become a luxury everybody can afford.
Better Batter is a revolutionary new cake mix whose dual functioning packaging allows its consumers easier access to baking tools and thus baking. Simply tear off the measuring cup at the bottom of our packaging and get ready to bake! Our packaging is made from eco-friendly materials, and our measuring cup is dishwasher safe, perfect to be reused for future baking ventures.
The purpose of this process manual is to document Better Batter’s journey in creating a unified company that caters to our audience. All the research and information on Better Batter, from case studies to logo development to construction of packaging, is compiled here for future reference.
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BIOMIMICRY STUDIES 6
Better Batter’s packaging takes inspiration from the anatomy of an egg. An egg has multiple layers to protect it from harm and/or bacterial invasion. Similarly, Better Batter’s packaging has reinforced materials in addition to multiple layers to imitate the kind of protective membranes that eggs develop.
CASE STUDY #1 What is it?
Properties
Sources
EGG The anatomy of the egg: Starting from the outside, the layers of an egg are the shell, inner/outer membranes, air cell, albumen, chalazae, vitelline membrane, and yolk. All of these layers protect the yolk from damage or bacterial invasion. The outer shell of an egg can be either inflexible or flexible, which is broken out of by the animal during hatching.
•
There are four main types of eggs, all of which have specific textures or characteristics: cormorant (rough), tinamou (shiny), duck (oily), and cassowary (pitted). • The shell of eggs have tiny pores to allow embryos to breathe. • Eggs do not roll around, but rather in a right circle, as to not roll away. • The oval shape of an egg is created by the way it exits the oviduct.
Applications
All parts of an egg: the shell, the yolk, and the white can be used for a variety of household and industrial purposes. Egg whites have been used as homemade glue and as DIY face & hair masks. Eggshells can be used as an organic way to pot plants, as well as be fertilizer and compost for soil. As for industrial purposes, eggs have been used in early photographic printing; the gelatinous part of yolk made the glossy finish of prints. It has also been used to bind pigments for paints. From my own observations, I can conclude that the different textures of different eggs can be imitated to be used as protective coverings for a variety of matierals. Additionally, chairs and other furniture could imitate the shape of eggs for less assembly and better self-balance. Also, plant feeders could emulate the pores in eggshells to make them more breathable and thus oxygen efficient.
• http://www.care2.com/greenliving/7-interesting-unusual-us• • • •
es-for-eggs.html http://www.rd.com/home/cleaning-organizing/zero-wasteuses-for-eggs-eggshells-egg-cartons/ https://www.britannica.com/list/10-incredible-uses-for-eggs https://en.wikipedia.org/wiki/Egg https://www.exploratorium.edu/cooking/eggs/eggcomposition.html
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CASE STUDY #2
What is it?
Properties
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DUCK FEET Webbed feet, specifically on ducks, allow them to live both on land and in the water. In the water, they act as perfect propellers: the thick, built-up skin between the claws pushes away water at efficient speeds. And on land, the traditional three claw structure seen in other birds allows ducks to stay balanced and to be able to forage for food wherever they need to. Diving ducks have an additional lobed claw at the back of their feet.
Applications
• Ducks can regulate heat loss through countercurrent exchange:
the intertwining of arteries and veins so that heat can be transferred throughout the body. • There are 4 types of webbed feet • palmate: 2nd, 3rd, and 4th toe are joined by webbing; the toe extends behind the secondary digits • totipalmate: all four toes are joined by webbing at the front and side of the foot • semipalmate: same as palmate, but a reduced web • lobate: 2nd, 3rd, and 4th toes are lobed with webbing, but the actual webs do not connect the toes • Most webbed feet follow the anisodactyl toe arrangement: three toes in the front and one toe in the back.
Sources
Because ducks use their webbed feet to steer underwater, the design of feet could be used for non-motor propellers or oars, and different types of webbing could be used for different functions of oars. For example, some to steer easier, some to push the water more efficiently, etc. The heat loss regulation aspect of duck feet could be applied to a thermal equilibrium system to construct thermals, heated blankets, etc and could reduce the use of fuel. Additionally, the networks of arteries and veins within heat loss regulation could apply to nerve networks for prothetics. Furthermore, the texture of webbed feel could allow packaging to be both waterproof and sturdy.
• http://motherboard.vice.com/blog/wooden-legs-and-duckfeet-a-brief-history-of-prosthetic-innovation • https://en.wikipedia.org/wiki/Duck • https://en.wikipedia.org/wiki/Bird_feet_and_legs
CASE STUDY
PATTERNS
Egg
Duck Feet
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LOGO PROCESS
Preliminary Sketches
When brainstorming ideas for names and sketching ideas for logos, I actually did multiple products before finally deciding on cake mix. Here I show the various name ideas as well as corresponding logos. I originally thought of “Mixx” or “Powder,” but in the end, settled on “Better Batter.” The logo of the bowl (in the middle of the sketches) inspired the stirring motions of the current logo. The mixing cup motif inspired the use of a mixing utensil to be incorporated into the final logo.
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Intermediate Iterations
Taking both the stirring motion and mixing utensil motif, I moved on to making digital iterations. My first few iterations centered around a spoon, instead of a whisk, but then I realized that filling in the “b” all black was too prominent, and the “b” no longer read well because of this. I received feedback on possibly changing the placement of the spoon, incorporating the spoon with different letters, or changing the spoon to a different utensil, which were all attempted as shown here.
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Final Logo
Better Batter’s final logo attempts to convey a homemade and old fashioned feel through the rounded script and classic red color. The “b” within “batter” is stylized to imitate a whisk, with the brown strokes on the side of the logo imitating the mixing motion of batter. The whisk is designed so that the “b” in “batter” will still be legible but not too curved so that the whisk would not be read as a whisk. To help with this, the wires of the whisk do not connect to the base of the handle, letting the viewer create that continuity on their own. Here I show both the color and black and white versions.
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GRAPHIC STANDARD
Logo Specifications
To keep the integrity of Better Batter’s logo, adequate space must be allowed around it. The “b” in batter should be used as a proportional use of measurement, with the outside of the ascender and the inside of the counter as measurement “a”. This unit of measure should be used as spacing surrounding the logo.
Color Palette and Typography
Better Batter’s primary color is a rich yet soft red, chosen for it’s classic feel and to imitate red velvet cake and cake batter. Our secondary color is a deep brown, chosen to complement the richness of the red. Better Batter uses 3 main typefaces: Helvetica Light for all headers, subheaders, and titles and Georgia for all body copy and miscellaneous content. However, Helvetica Regular can be used occasionally in advertisements to create a sense of heirarchy. Information heavy with numbers should be written in Helvetica Light.
To ensure legibility, Better Batter’s logo should not be used at a size smaller than one inch in width. Additionally, this size should only be used on smaller items, such as business cards.
Red Velvet R:194, G:35, B:38 #c22326
Headers Helvetica Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Chocolate R:123, G:60, B: 55 #7b3c37
Body Georgia Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
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Logo Usage
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All proper and improper ways of using Better Batter’s logo as well as acceptable variations.
Do not use colors outside of the approved color scheme.
Reversing the logo out (as white) onto a red (or black, if color is not available) is acceptable.
Do not delete or add to any elements of Better Batter’s logo.
Using a black and white version of the logo when color is not available is acceptable.
Do not stretch or tamper with the proportions in any way.
Using only red for the color scheme when color choices are limited is acceptable.
Business System
As a corporation, Better Batter needs to be able to present itself with a professional image. This business system maintains Better Batter’s branding and graphic presence even through office interactions.
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Business System Sketches
Before drafting digital iterations of my business system, I did several preliminary sketches, exploring different ideas for ways Better Batter’s logo and graphic presence could be incorporated into these three different formats.
Business Cards
Letterhead
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Envelopes
Business System Iterations
For all of my parts of my business system, I took the “b” from “batter” and converted it into more of a graphic element to be used as a motif on all three items. In these iterations, I play around with the use of my logo and whisk motif and the placement of the information.
Letterhead
Business Cards
Envelopes
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Business Card
Better Batter’s business card features the whisk in the “b” of “batter”, modified so that it becomes more of a graphical element than stylized type. The back of the card contains only the whisk and the website address to evoke curiousity in the viewer, and prompt them to turn the card around and view the information in the front. Dimension specifications are as shown, and all type, except for the logo, is Helvetica Light.
3.5 in 2 in
www.betterbatter.com
better
0.25 in
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Dana Chan
Creative Director 123 Baking Lane Bakersfield, CA, 93301 (238) 837-2288 dchan@betterbatter.com
0.25 in
Envelope
9.5 in 1/2 in 4.13 in 3/8 in
Better Batter’s business card contains the same whisk motif, arranged so that it seems the whisk is flipping with the envelope when turned around. Specifications for measurements is as listed. The typeface used for the envelope is Georgia.
1/8 in
better
Better Batter Co. 123 Baking Lane Bakersfield, CA, 93301
Wang Fang 456 Batter Drive Battersfield, CA, 93387
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0.5 in
Letterhead
Better Batter’s letterhead is simple and clean, with the logo in the top left corner and the whisk motif put as a transparency in the bottom right corner. The address is in “Red Velvet�, using Helvtica Light and 9 pt font. As for dimensions, there is a 0,5 in border around the entire letter size paper, and the left margin aligns with the tip of the bottom curve of the logo, as opposed to standard inch measurements.
1.5 in
8.5 in
1 in
1.5 in
11 in
Wang Fang Company Representative Perky Pancake Inc. 456 Batter Drive %DWWHUV¿HOG &$ 'HDU :DQJ )DQJ *HQHFXVW FRPQLP FXV XWH YROXSWDWLDV PDJQLPXV HRVVL RGLWL QH DV VHTXLV HXP VLPSRUH SODQWLEXV SRUH VHFXSWDV YROHFHV VLPROXS WDWHQGLW YHOHQW )DFFDERUSRU DXW YROHQWH PROXWHPSRV YHOHVWL GROXSWDWLLV QXOODQGDQGDP GRORULDP TXDV DERU UHSHUXP LOLEXV VXP ODXW DOLW XW RPQLPXV QHFWHP GRORULR ULEXVDP IDFLO HDWXU DWH YLGHOHQGLV DSH GHQLW IXJLW DWHP 2ELV YLGLSVD HWXU DXW XW LGHOHQH FRQ HQLV DGLV GRORUUR YLWLDV GXFL ṘF WRU DGLDH GRORUDWL DSHUIHUXP HDWXP UD QRQVHTXDWXUL FRPQLKL WHPTXLG HUHUXP HV GRORUH VLPHQLKLW TXRGL FRQHW KDULW TXLDVSH UIHUVSLV GROHV PROXSWD DXW PR PDLRV QRQ FXSWDWXU DXW DVLW TXDWXU VLW LQYHUFL OLEXVGDH YHUXP GHV DXW TXH VLWLXVGD HW XW HOOXSWDWXU PDJQDP TXDV TXLDVLP SHULEXV TXH QRVD GL QHW H[ HW SUR HV PDLR EODWXPHW SUR WH GRORUXP TXLG HRV H[ HLXQW accae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
1.5 in
'DQD &KDQ Creative Director GFKDQ#EHWWHUEDWWHU FRP
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Marketing Appliations Better Batter will market ourselves using a variety of items, chosen to cater to our audience. All marketing applications will be listed in the next few pages.
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Website and App Better Batter’s audience, being fairly young, is very familiar with technology, and as such, Better Batter needs to have an easily accessible and usable website and mobile app. The mobile app being especially important for the hustle and bustle of daily life.
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Pocket Tee
Better Batter will sell merchandise to promote our product. We play with our whisk motif by placing it within the pocket of a poeket tee, and including our logo on the corner of the pocket.
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Billboard
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To cater to the fast-pased lives of our audience, we will have two types of signage (second type on the right), with simple taglines that catch the attention of someone who only has a few moments to glance at our advertisements.
Bus Stop Since Better Batter’s audience is lower to middle class, we assume that most of the people that purchase our products use public transportation. Thus, including bus stop advertisements in our marketing strategy will prove to be effective.
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Store Sign Because of the detail in Better Batter’s logo, our store signs are simple and minimalistic, only featuring our logo on a circular sign.
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Gift Bag Better Batter offers gift or shopping bags with bulk purchases within our stores. This design features both our whisk motif and logo.
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CREATIVE BRIEF
Background
Needs
There are mostly 2 different package types:
Better Batter will focus on redesigning the first type of packaging, as it is currently the most common. This kind of packaging contributes to a lot of waste because it uses, essentially, two containers for one product. Additionally, both components of the packaging offers no significant use other than being the cake mix container.
1) a cardboard box with plastic packaging inside that holds the mix 2) paper bags with aluminum lining that roll up (similar to cookie or flour packaging) The first type of packaging is more common than the second type, used by brands like Betty Crocker, Duncan Hines, and Pillsbury. Cake mix is relatively popular, thanks to an increasing DIY culture of baking that invents new ways to use premade materials, and Better Batter will help contribute to that growing niche.
Audience Better Batter caters to an audience who live fast-paced and hectic lives, and don’t always have the money to treat themselves for their hard work. By including necessary baking tools within the packaging, Better Batter fits both of these needs, by having almost everything that the consumer needs in one place, and providing materials that they would have to otherwise, go out of their way to spend money for. • • •
Age group: female, 18-30 Financial status: middle class to lower income, living in US Area: local to Northern California > progress to Southern California > then to national
Furthermore, consumers who want to access the convenience of a ready-made mix still have to purchase specific baking supplies that may or may not be put to more use after the cake mix is made. Better Batter seeks to bridge the gap between these two problems by providing an innovative new packaging, that provides the dual-functionality of container and utensil.
Project Objective
Better Batter’s packaging features a measuring cup built right into the bottom of the container. By changing the shape of a measuring cup from a classic half-sphere or bowl, our measuring cup is a rectangular prism with a square base, which makes Better Batter’s packaging easily placeable side by side. In addition, the whole container is a right triangular prism, which makes it a very modular shape and able to be stacked to fit compactly in a large shipping box.
Project Strategy
Taking inspiration from existing packaging, Better Batter will also use two different materials, but in a way that is more eco-friendly and reduces waste. the container for the mix will be one material while the measuring cup will be another.
Message
For the main part of the packaging, the container for the mix, we will partner up with paper coating companies, like Sierra Coating Technologies. With Sierra, we have the option of using either food-grade paper, or if more cost-effective, use recycled paper and coat it with Sierra’s biodegradable, compostable, and eco-friendly coaters. These coaters are FDA approved and food safe.
measuring cup + cake mix packaging = accessible and convenient baking!
This alternative packaging will reduce waste by removing the use of the plastic packaging used in standard cake mixes. Because the measuring cup needs to be reusable and thus dishwasher safe, we propose the use of recycled plastics for the cup packaging. Note that we will not be using plastics for the entire packaging, as plastic is not as eco-friendly nor cost-effective as paper. For this portion of our packaging, we will partner up with companies like Preserve, that specialize in kitchenware made from recycled plastics. Their utensils are made from #5 plastic: Polypropylene, or PP. It is a strong, heat resistant, and hydrophobic material , meaning it can be used as a container for liquids and other non-solid foods. It has been tested to be safe for food and water use.
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PACKAGING
Preliminary Sketches
The basic idea of my packaging revolved around the dual functionality of the lid: i.e. as both a lid and a measuring cup. The first iterations had the packaging as a cylinder, with the lid/measuring cup on top. However, after exploring different cup shape options, I decided to place the cup on the bottom, and use perforations to remove it from the packaging and thus open the packaging instead. One problem with this design, however, is that the packaging would extend into the hollow of the cup, so I would have to find a way to attach the packaging so that the cup does not stick to the packaging and is still removable.
Final Design
This was easily solved by deciding to line only the top portion of the container and have lining not stick to the bottom portion of the container, the cup.
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Calculating Measurements
I wanted to ensure that the volume of my product would meet standard measurement and net weight requirements, so when drafting the pattern for my packaging, I calculated the volume of the cup to be one US cup, and for the combination of the cup and the top portion of the packaging to equal the net weight of a standard box of cake mix. This involved a lof of guess-and-check math, but ultimately I figured out all the measurements, rougly to the nearest 10th of a decimal.
Final Measurements
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Preliminary Prototypes
Using the measurements I produced, I made a simple cardboard mockup (on the right). Making sure these measurements were accurate and feasible, I transferred my pattern over to Illustrator digitally, and printed a mockup on a smaller scale to see how my design would work three dimensionally. Both protoypes are shown below.
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Construction
After my preliminary prototypes, I digitalized my pattern and printed it out to creae secondary prototypes. I created two patterns: one for the outer shell and one for the lining inside. For the outer shell, I tested out my pattern on both 60 lb and 100 lb. For the lining inside I tested out several different sizes. At first, I planned to create essentially a mold of the outer shell that would fit neatly inside and encase the food product. After constructing this, I realized how much of a waste of material that would be, and instead decided to change the material of my outer shell so that lining would not be needed there (please refer to creative brief for these specifications of my packaging). All that was left to “line” was the space left behind by the removal of the measuring cup, as you wouldn’t want to remove the measuring cup and then have all the cake mix tumbling out. I made 3 sizes for this portion of the packaging, to test which one would fit best into the outer shell. In the bottom right photograph, you can see 3 labels: regular, short, medium, and short. Regular is the same measurement as the outer shell, medium is 1/8 in scaled down, and short is 1/4 in scaled down. For the final product, I used medium to create the lining for the packaging.
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Secondary Prototypes
The first picture features both stocks of paper: on the left is 100 lb and on the right is 60 lb. For my final prototype, I used 100 lb as it was sturdier. With the 60lb, the perforation was difficult to tear, but the 100 lb, with the aid of the exacto knife, proved to be extremely effective. I noticed that with my current placement of the tab, I would have to open the back of the packaging before the front, so in my final prototype, I switched the side of the tab so that it would open the front first. For the final product packaging, I decided to change the image on the front (seen on next spread) to reduce white space and to visually appear to the consumer more. This picture is more mouthwatering and tangible as opposed to the slice on the cake.
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Pattern and Labeling
There is a tab on the left side, which, when printed and perforated would remove the measuring cup. As shown, the nutrition facts (seen on this page) are placed on the left side of the packaging. Since the packaging shape is unusual (that of a triangle), I had to modify the nutrition label to fit, as the USDA regulations did not account for any other packaging shape except rectangular. On the right side of my packaging is the list of ingredients, and on the back is the instructions for backing. I used multiple pre-existing cake mixes as reference for the design, but made it simpler and included some icons to make it more user friendly and easily readable. Net weight is placed on the cup, and barcode plus expiration date are placed on the bottom.
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Final Product
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DESIGN ANALYSIS
Introduction
Better Batter aims to revolutionize current cake mix packaging. We hope to increase the accessibility of baking for lower income, younger to middle aged female consumers. Our product allows our consumers easier access to baking tools and thus baking. Simply tear off the measuring cup at the bottom of our packaging and get ready to bake! Our packaging is made from eco-friendly materials, and our measuring cup is dishwasher safe, perfect to be reused for future baking ventures.
Problem Statement Because current cake mix packaging uses a lot of unnecessary materials while simultaneously giving no purpose to those materials, Better Batter introduces dual-functional packaging that is able to act as both a container for the mix and a measuring cup: a tool not always as easily accessible to a lower income audience. Additionally, by using biodegradable paper coatings and recyclable plastic, Better Batter adds efficiency and eco-friendliness to its packaging.
Objectives
At the end of production, Better Batter released its packaging, complete with user friendliness testing to ensure that its products remain as accessible as possible to its audience. Better Batter will begin developing its market by releasing three main flavors of cake mix: red velvet, chocolate, and white (vanilla). At the end of year one, we hope to have reached shelves of local grocery chain stores in Northern California, like Safeway and Lucky’s. By year two, we will have expanded our reach to Southern California as well as the borders of states such as Nevada and Oregon. Year three, we will introduce online shopping and begin shipping nationwide to reach our target audience from as many states as possible. Since our product is dry and relatively non-perishable, online shopping should prove to be a successful option. By year four, we should have accumulated enough user testing on the quality of our products to decide if any rebranding of our graphic presence or packaging is needed. Year five will be the time we try to release Better Batter to grocery chain stores across the nation.
Methodology
Better Batter will begin introducing its product to the market through the use of food trucks. Food trucks allow for mobility and fast/easy setup, which will allow us to reach a larger portion of our audience. In addition, food trucks are mostly on the streets, which will be accessible to an audience that mostly takes public transportation. Food trucks will also provide a space to demonstrate the use of our packaging live, and have on site baking sessions to interact more with the consumer. Throughout the process we will have various food trucks that travel locally in various places. For example, during year two, we will set up food trucks at the borders of California to introduce Better Batter to other states. The use of our food trucks will increase publicity and raise awareness of our product, and garner the attention of companies that would be willing to partner with us. Additionally, the live user testing of our product through the use of our food trucks will effectively demonstrate the interest and potential of Better Batter. Thus, we will be able to ensure our goals of allocation in grocery stores and online shopping. The data collected from our live interactions with our customers will help us make any changes that we view as necessary to our product before we begin releasing it to stores nationwide.
Evaluation
All of our food trucks will be tracked and the data collected from our interactions with our customers will be put into one database to be reviewed monthly. Our sales analysis experts will conclude where to place our food trucks, how many demonstrations per day should be done, and goals for each day’s sale and revenue. These logistics will be adjusted month to month based on the previous month’s analysis. Better Batter will designate a marketing team to outreach to various companies and bring to their attention the existence of our product. However, efforts to solidify a contract will not happen until Better Batter has collected data for at least half a year. Better Batter’s goal is to reach least 3 stores in 75% of a state’s counties to qualified as a success in said state.
Project Summary Through extensive research, analysis, and planning, Better Batter hopes to bring to the markets an innovative product that will speak to the consumers as well as companies seeking to reach a larger consumer base. Better Batter’s creative marketing strategies demonstrate our values of accessibility while developing new ways of data analysis that will prove to be fruitful to our marketing niche in the future. Overall, our plans for expanding our reach nationwide will pave the way for easier, more convenient, and more accessible baking.
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Contact Us 123 Baking Lane Bakersfield, CA 93301 (238) 837-2288 www.betterbatter.com