No Need Importance Un|ts Marg|na| Va|ue Idea| Spec

1 1he conLalner needs Lo hold llquld 3 oz 12 30

2 1he conLalner needs Lo be ergonomlc 4 Sub[ 4 3
3 1he conLalner needs Lo feel good ln your hand 4 Sub[ 4 3
4 1he conLalner needs Lo be able Lo flL ln a cablneL or refrlgeraLor shelf 3 lnches 12 10
3 1he conLalner needs Lo glve Lhe lmpresslon of premlum quallLy 4 Sub[ 4 3
6 1he conLalner needs Lo allow Lhe user Lo see how much llquld ls lefL 3 servlngs (ounces) pass pass
7 1he conLalner needs Lo shleld some of Lhe unaLLracLlve aspecLs of Lhe llquld 4 Sub[ pass pass
8 1he conLalner needs Lo be sLurdy 4 empLy welghL (oz) 18u 18u
9 1he conLalner needs Lo pour qulckly 3 seconds 3 2
10 1he conLalner needs Lo dellver Lhe correcL porLlon everyLlme 3 servlngs (ounces) 083 11 1
11 1he conLalner needs Lo have a nomess Lop 4 drops lefL on Lop 2 0
12 1he conLalner needs Lo be safe/noL break 4 helghL dropped (fL) 3 7
13 1he conLalner needs Lo be affordable (cosL Lo produce) 3 uS $ $100 $030
14 1he conLalner needs Lo porLray freshness 2 Sub[ 1 2
13 1he conLalner needs Lo lnclude a sLlrrlng mechanlsm 1 ass 1 2
16 1he conLalner needs Lo be recyclable 4 LlsL pass pass
17 1he conLalner needs Lo be made of recyclable maLerlal 3 LlsL pass pass
18 1he conLalner needs Lo be easlly produced by a manufacLurer 3 18u 18u 18u
19 1he conLalner needs Lo be easlly flllable by a copacker 3 18u 18u 18u
roducL Spec 1able
unct|ona| Decompos|t|on
ngredlenLs
erfecL 8eclpe
ackaglng
MaLerlals
roducLlon rocess roducLlon rocess
Mlchelada
ngredlenLs
ackaglng
MaLerlals
erfecL
8eclpe
Mlchelada
SLore
lndlvldual
lngredlenLs
SLore
lndlvldual
lngredlenLs
Mlx Lhe
lngredlenLs
Mlx Lhe
lngredlenLs
urchase
from
dlfferenL
vendors
urchase
from
dlfferenL
vendors
ConducL
flavor LesL
survey
ConducL
flavor LesL
survey
ueclde Lhe
perfecL mlx
reclpe
ueclde Lhe
perfecL mlx
reclpe
Search for
posslble
flavor mlx
Search for
posslble
flavor mlx
SLore ln Lhe fllllng
facLory
SLore ln Lhe fllllng
facLory
llllln Lhe
package
wlLh mlxed
lngredlenLs
llllln Lhe
package
wlLh mlxed
lngredlenLs
urchase from
vender
urchase from
vender
Competition Landscape
1 Mlche Mlx
1he Mexlco compeLlLor began selllng Lhe mlx ln Mexlco
ln 1999 and now exporLs lL Lo Lhe unlLed SLaLes CosLa
8lca and CuaLemala
Cver 23 of Lhe sales come from uS now
Sold ln 838ounce plasLlc boLLles usually ln Lhe
grocery sLore's beer alsle and prlced aL $393 per
boLLle
Lhree flavorsCrlglnal lcanLe and Sallmon whlch
feaLure salL llme [ulce and splces
2 1oro Mlx
known as Lhe besL mlx producL for Mlchelada Lhey offer Lwo packages soluLlon and readyLouse
mlx prlced aL $199 per boLLle or $999 for 6 pack box
roducL 1ree
ConLalner
Llquld
MulLlple
Servlng
lasLlc
lllp 1op
Screw 1op
Class
lllp 1op
Screw 1op
loll ack
lllp 1op
Screw 1op
ndlvldual
servlng
lasLlc
Class
loll ack
Syrup
LllmlnaLed
owder
MulLlple
Servlng
lasLlc
Class
loll
ack/aper
pack
ndlvldual
servlng
lasLlc
loll
ack/aper
ack