Post on 18-Aug-2015
Public Slide share: Financial / sensitive data has been omitted in this public slide share
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VALUE PROPOSITION
Miel de Tierra is a brand focussed on two aspects that differentiate it in the market:
-Strategic focus on branding.
-Smooth flavor that allows the product to enter the regular consumer market.
Traditional brands of mezcal over-rely on the reputation of their Designation of Origin to generate sales. Furthermore, the flavor of traditional mezcals is strong, something that makes it difficult for the average
consumer to adopt.
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-PRODUCT DETAILS
Product: Mezcal
Commercial Brand: Miel de Tierra
Product: Type I Mezcal, 100% from Agave
Quality: Premium
Type/Category: Reposado (Aged)
Supplier: Grupo Mezcalero Miel de Tierra S.A. de
C.V.
Website: www.mieldetierra.com
Agave: Weber
-PRODUCTION
Time in Barrel: 4-8 months
Type of Barrel: White Oak
Type of Oven: Autoclave
Type of Milling: Mechanical
Type of Still: Alembic
Agave Maturation: 8 years
Distillations: Two
-RECOGNITIONS
-PRODUCT DETAILS
Product: Mezcal
Commercial Brand: Miel de Tierra
Product: Type I Mezcal, 100% from Agave
Quality: Premium
Type/Category: Joven (Young)
Supplier: Grupo Mezcalero Miel de Tierra S.A. De C.V.
Website: www.mieldetierra.com
Agave: Weber
-PRODUCTION
Time in Barrel: Unaged
Type of Oven: Autoclave
Type of Milling: Mechanical
Type of Still: Alembic
Agave Maturation: 8 years
Distillations: Two
REPOSADO (AGED) JOVEN (YOUNG)
OUR PRODUCTS
RECOGNITIONS
Double Gold Medal awarded
at the California International
Spirits Competition as
"Best Tasting Mezcal of 2014 "
Silver Medal awarded at the
New York International
Spirits Competition
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- Sale Price- Popularity- Brand Personality- International Awards- We have not granted
any exclusives- Efficiency in
Marketing Costs
WEAKNESSES
Los Danzantes Mezcal Marca Negra Mezcal Unión Sabios de Lua
COMPETITIONSTRENGTHS AND WEAKNESSES OF MIEL DE TIERRA RELATIVE TO THE COMPETITION
- Distribution- Team: Salespeople,
Brand Managers, Administrators, Operators
- Economic Resources
STRENGTHS
THE COMPETITION
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MARKET SIZE
META-MARKETSEX:MALEAGED 23 TO 45
SOCIOECONOMIC STATUS:MIDDLE - HIGH
Size of the tequila / mezcal market in the USA:4.5 Billion Dollars
Size of the tequila /mezcal market in Mexico:
3.5 Billion Dollars
Miel de Tierra's strategy to achieve positioning is to utilize aggressive, constant and low-cost marketing techniques across
non-conventional communication media.
MARKETING STRATEGY
SOCIAL NETWORKSFacebook, Twitter,
SEARCH ENGINE OPTIMIZATION
OPINION LEADERS POINTS OF ON-SITE CONSUMPTION
(Bars, Restaurants, etc)
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MARKETING AND PUBLICITY EXPENSES TOTAL: $XXX
- Marketing Expenses: X% of sales
- VS X % of new brands.
TRACTION TO DATE
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SALES
CUMULATIVE SALES OF: 2014 - $XX+ 2015 - $XXX
$XX
BRANDVALUE
PARTICIPATION IN SOCIAL NETWORKS
MIEL DE TIERRA
LOS DANZANTES
MARCA NEGRA
UNIÓN SABIOSDE LUA
32,993
6,566
9,973
167
5,108
1624
4,201
2,839
1,472
3,241
EXPORTS
X%
NATIONAL WHOLESALE AND SHOPS
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X%
MARGIN
POINTS OFON-SITE
CONSUMPTION
RESTAURANTS-Grupo Pangea-La Buena Barra-La Nacional-Gallo 71-El Granero-Muelle 17
+ 30
X%
MARGIN MARGIN
$X – with taxes
FINANCIAL HISTORYFROM JANUARY 2014 TO DATE
Costs andExpenses
Sales
Profits
DISTRIBUTION OF EXPENSESPERCENTAGE OF SALES BY DISTRIBUTION CHANNEL
64% Selling Costs
36% Other Expenses
40% Direct
33% Wholesale and Local Shops
27% Points of On-Site Consumption
SALES IN NUMBEROF UNITS SOLD:
2014: X units
2015: X units
GROWTH STRATEGY
- UNTOUCHED MEZCAL MARKET
- ATTRACTIVE MARGINS
- SUPPORT WITH IMPORTERS
- CONFIRMED SALES ORDERS OF XXX UNITS
- EXPANDING MEZCAL MARKET
- DEVELOPMENT OF NATIONAL DISTRIBUTION TEAM
- MARKETING STRATEGY
- SUPPORT WITH FLOW OF IEPS (Special Tax on Production and Services)
PROSPECTS
XXX
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X%
MARGIN
FINANCIAL PROJECTIONWITHIN THE NEXT 5 YEARS
Costs
Sales
Profits
PERCENTAGE OF PROJECTED SALES BY DISTRIBUTION CHANNEL
39% Wholesale
14% Points of On-Site Consumption
47% Exports
Y1
29% Wholesale
13% Points of On-Site Consumption
58% Exports
Y2
23% Wholesale
11% Points of On-Site Consumption
66% Exports
Y3
TOTAL: X units TOTAL: X units TOTAL: X units
Y5Y4Y3Y1 Y2
CAPITAL NEEDED
$XXX USD
Detailed use of resources, and financial projections, will be supplied separately