25 A- Whats Next?

• Existing Market:
• What's Next?
• Currently, I have only focused on one product for Canine Condiments, which is the high calorie, all-natural food sauces for your pup. As a company, our main focus is weight gain and appetite building for dogs who are in need. In terms of furthering our line of products and services, I could see our company releasing high calorie, tasty, and originally produced treats for their dog. These treats would come in a variety of flavors, and must be kept refrigerated, just like the original sauce recipe. In addition to the treats, I would like to see Canine Condiments come out with a food topper that does not need to be kept cold, so customers can travel with our product. I am envisioning a flake-like substance that is potent in flavor, that can be added to your dogs food; similar in looks to beta fish food. 
• Interviews
• Michelle Jenkins
• "What should we be doing that we aren't planning to do?" Michelle is my mother who originally helped me come up with the idea for Canine Condiments, so I knew she would have insight as to what next steps we should be hypothetically taking. She suggested we focus our efforts in marketing, get as many customers as possible, talk to our co-packer, and get the price per unit down. Getting the price per unit down would make the product cheaper for customers, which is something my mother really focuses on when evaluating products.
• "What do YOU think our customers might want next?" Michelle suggested we come out with a version of each of our products that is a "lite version." She explained that she has two dogs, and if one of them needed to be on the higher calorie version, the other would get jealous. If we had a lite version, then both dogs could enjoy the tasty treat!
• Ruthie Morris
• "What should we be doing that we aren't planning to do?" Ruthie has one, three-year-old dog. After explaining my updated business idea to her, she brought it to my attention that I am missing an opportunity for cat owners. Though it might take some name rebranding, Ruthie explained the she has had a roommate that had a super skinny cat. If Canine condiments offered a catnip or cat treat, then cat owners would have a new opportunity to purchase our products. 
• "What do YOU think our customers might want next?" Ruthie told me that she thinks the customers would want a version of the sauce that is shelf-stable and does not need to be refrigerated. She explained how she stays away from dog products that need to be kept cold because she forgets about them. She brought the idea of making ketchup packet-like versions of the product for on the go.
• Lainey Harris: 
• "What should we be doing that we aren't planning to do?" Lainey has one rescue dog, Bella. In her interview, she told me that she thinks Canine Condiments should start out going to farmers markets in order to test the product, before we just assume the dogs will love it. There is a very large farmers market in Jacksonville called the Riverside Arts Market that is held every Saturday. Lainey suggested we start there because there are several dogs there we can give samples to and owners we can sell the product on. 
• "What do YOU think our customers might want next?" Lainey suggested that our customers might want on line recipes for their owners to cook for their dog. For example, customers would go to our website and look up different protein based recipes that our sauces can be used in. The recipes would have the total nutrition break down for our guests. Though I like this idea, I do not think many people would actually cook for their dogs.
• In terms of growing in our existing market, I think Canine Condiments has the most opportunity for growth by creating a product that is shelf-stable and does not need to be kept cold. Personally, I do not even look at the dog product in the fridge, because I assume it is out of budget. Thought my original idea still could be sold, I think dog owners look for solutions that are right in front of them in the aisle. Also, I know some people (for example, my dad) who would think it is crazy to keep dog food in the fridge. 
• Also, if we create a product that is shelf-stable for a long time, then shipping costs would most likely to go down. When people ship products that are temperature sensitive, then that means it needs to get to the customers as soon as possible. If we had a way to make the sauces room temperature, shipping costs and overall cost of customer would be significantly reduced.

• New Market:
• For majority of this idea, I have been talking about direct to consumer business. I would like to refocus my efforts to B2B. 
• I think my product could create value for retailers in the B2B market because many customers prefer to shop in person rather than online. If I got in contact with retailers, then we could have an exclusive contract so customers would come in to buy my product and then end up sending money at the business as a whole. The retailer I have in mind is Target, as I am currently interning there.
• Interviews
• Alex Noel (Executive Team Leader of General Merchandise, Food, and Beverage at Mandarin Target)
• "What kinds of adaptations tot he product/service mix do YOU think I should make in order to be successful in the B2B market?" Alex talks to a lot of the vendors that come into Target, so he knows what he is looking for. He said he is looking for products that will sell and take up the least amount of shelf space possible, so we can sell as much volume as possible. That being said, I think the package design has much to do with this idea.
• Michelle Crumpler (HR at Mandarin Target)
  
• "What kinds of adaptations tot he product/service mix do YOU think I should make in order to be successful in the B2B market?" Michelle mainly focused on market research of the customer. She said that Target will not just put anything on the self, especially in pets. In order to sell at Target, I need research and proof that there is a need for this product. I could do that by going to farmers markets and getting as many people to try the sauces and give me feedback. I would then take the data to Target and present it in a way that look like the market needs my product. 
• Reflection:
• Though I know there is a market for B2B and my product, it was nice to hear feedback form individuals who are actually in the retail space. Overall, I learned it is more difficult than I thought to get into retailers, especially those as big as Target. After talking to Alex, I realized he talks to vendors all day, so it is already competitive to get shelf space (not to mention expensive for my company and Target). This is why they do not like to supply product unless they are sure it will sell. What surprised me the most is how competitive it is for shelf space in the pet department, not to mention the refrigerated pet department because they only have one cooler on the floor. This made me reconsider the shelf-stability of the product. 
• Though a lot of my expectations and assumptions were correct, there were some that blind sided me. One assumption I had that was correct was that I need ample research to get into the B2B market; it is a long process. One assumption I had that was wrong is that I initially assumed the actual creation of the product would be easy. I failed to acknowledge the regulations and testing costs of getting a product on the shelf. The testing is expensive and a long process because you need to make sure you create a safe product that will not get recalled. After considering this new market, I think it would be more effective and beneficial to stay in the direct to consumer market. Though I am able to take knowledge away from the retail space, I think it is best to start just online, B2C.