Who are we?
- Small business
- Family oriented
- Reputable
- Approachable
- Trustworthy
- Earnest
Values:
- Highest quality at a reasonable price
- Sustainability & respect for the environment
- Fishing with tradition and heritage
- Love & passion for salmon and want to share with clients
Brand Promise
Bringing you the freshest catch from the most sustainable source for generations.
Brand Celebrity
Clint Eastwood
Brand Strategy
- Immediate network will expand into larger network
- Offer traditional family recipes on the website
- Connect Curtis Chevalier’s Instagram feed to website
- Create a Facebook Page
- Update with current Bristol Bay news, as well as news from the industry
- Incorporate family and boat history to create a connection
- Offer bartering
Demographic
They want to eat healthy as well as sustainably. They are tired of going to Whole Foods and overpaying for mediocre freshness. They would love to have a better connection with who they’re buying their meat from and want to see clearly through all the clutter of brands trying to offer “healthy, organic, sustainable” products. They are seeking a trustworthy source and brand, and have the potential to become loyal customers.
- 25- 60+
- Middle to upper class
- Environmentally conscious
- Live in the PNW
- Recycle and compost (most of the time)
- Love REI
- Read the local paper for events & local culture
- Listen to public radio and read The New York Times
- Occasionally travel
- Make time for close friends and family
- Love going to their neighborhood bakery
SWOT Analysis
Strengths
- Support fisherman
- Healthy product
- Support small business
- Chevalier legacy
- Affordable-ish
- Connection to product
Weaknesses
- First time business owners
- Shipping issues (frozen goods)
- Licensing
- Not available year round
- Limited supply for expansion
Opportunities
- Special offers (King Salmon)
- Family expansion
- Product expansion (smoked and canned salmon)
Threats
- Environmental threats
- Larger online seafood companies with large inventory