MARKET RESEARCH PROPOSAL TO SURREY HILLS ENTERPRISES BY RICHARD SMALL APRIL 1 ST 2015 Supply Network Solutions
Proposal & Method Proposal: To assess the foodservice market in Surrey and South London to ascertain whether 5* Restaurants/Gastro-pubs, Caterer and Private Schools want local Surrey Hills produce. To identify what they want, calculate this value and estimate how much might be secured. The expectation is that these groups do want Surrey Hills produce but that there are hurdles: • Poor communications of offer and demand • Lack of continuity of supply and choice • No central point for consolidation or invoicing • No cost effective distribution of a range of products • Inappropriate cuts such as half a carcass • Seasonality and Variability of quality and supply. Method: To invite a sample (c20) to the Birtley Sculpture Gardens in May to ‘ Meet the Supplier’ and sample Surrey Hills produce. To invite SHE members to ‘Meet the Buyer’ . To generate discussion, complete a questionnaire, analyse data and report to SHE. Supply Network Solutions 2
Deliverables • Identification of suitable individuals in target Restaurants and Schools groups. • Contact, invite and persuade them to join the Sculpture Fair in May • Arrange samples of Surrey Hills produce for them to taste. • Facilitate ‘Meet the Buyer / Supplier’ sessions where growers tell their own story • Encourage Buyers to share with SHE Suppliers what the market is looking for. • Interview Buyers and go through a structured questionnaire to establish • How they currently buy • What SHE can offer them • Estimate what premium they might pay over standard produce. • Analyse data to identify what sales value this might represent (Restaurants, Schools & Caterers). • Record real life accounts of why, or why not, the target group will buy SHE products. • Identify key hurdles and explore possible solutions • Review markets, estimate size and estimate the value of a X% share. • Report findings to SHE board by the end of May and respond to Q&A session. Supply Network Solutions 3
Targets & Commercials Example Targets • Red Mist Leisure (6 pubs in Surrey/Hampshire) • Capital Pub Company (David Barber, Executive Chef) • RAC St. James's , London SW1Y 5HS (Howard) • D&D London Ltd (Paul Jenkins, Purchasing Director) • Kinghams , Paul Baker, Chef Proprietor • Rhubarb (Cranleigh base) • Duke of Kent and Cranleigh School (Holroyd Howe) Commercials • Market Research (whilst progressing Buying Group, Farm Shop and Routes to Market) • 10 days effort, reported weekly • Cost £6,000 + VAT + Expenses passed through at cost • Invoice 50% on commencement 50% on completion (end of May) • Terms 30 days from invoice Supply Network Solutions 4
Business Reference By Keith Bird, Commercial Director, Gourmet Burger Kitchen, 1, Lindsey Street, EC1A9H. • Richard tendered to manage the RFP process for our wholesale and distribution business in June 2014. The experience he brought to the table complements ours and allowed us to develop an RFP which engaged the suppliers and generated a range of interesting and competitive responses, exactly as we wanted. • Richard has provided and managed the RFP process which he is well equipped to do and which takes this burden away from us. However, he has also listened carefully to our needs and kept us fully engaged in the process. At the start of the process we were advised to have a workshop which proved useful in clarifying the objectives and scope and in bringing all relevant stakeholders on board. • We will continue to work with Richard and SNS benchmarking various sectors on a regular basis to ensure that we leave nothing on the table and that we are trading with the right partners. • Personally we get on well and his communication skills and attention to details has been very useful. I have no problem recommending SNS to other businesses such as yours. • Strategically Richard has helped us to lift our heads up from day to day issues and ask ourselves questions such as where should the business be in 3 years and who is the right partner to ensure we are as competitive as possible. • If you require any more information please contact me on keith.bird@gbk.co.uk or call 07868 717099 Supply Network Solutions 5
Personal Reference By Peter Pearce, Chief Executive, Edward James Foundation, Chichester PO18 0QZ. • I have personally know Richard since 2006 as we both live in Cranleigh in Surrey and play tennis at the same club. He has come to West Dean College on many occasions and occasionally with his family for events that’s that we stage. He is a trustworthy and reliable person who takes his work and family commitments seriously. • The work he did for West Dean College helped us to bring a focus to our F&B procurement, particularly those products supplied by the national wholesalers. Without his knowledge and expertise we would not have known that our prices had moved away from the market and without his support we would not have then been in a position to challenge those suppliers to take corrective actions. • He helped us to consider our procurement strategy regarding local sourcing and buying food produced on the estate and suggested ways in which we might assess how we are perceived by our members, friends and the general public by using focus groups • He is passionate about his work and genuinely interested in our business, often contributing his thoughts and ideas about opportunities for the estate he has seen in work well in similar locations. • I am happy to provide this reference for Richard Small and should you require more information please contact me on peterpe@rce.me.uk or call 07770 225 837 Supply Network Solutions 6
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