Nature's Candy 2. 4 Product Offering Nature's Candy will market and sell private label(manufactured by a company that places the retailer's name on the packaging) naturopathic homeopathic dietary supplements to individual consumers via the Internet. These products will include ginseng, ginkoba, and various antioxidants After year one, additional products will be offered 2.5 Keys to Success The keys to success are simple to articulate but challenging to achieve Outstanding customer service Consistently highest quality products Efficient operations 2.6 Critical Issues Nature's Candy is still in the speculative stages as an Internet-based retailer. Its critical issue is to continue to take a modest fiscal approach. while its business model allows for rapid scalability the business should be expanded only because it is necessary to serve the customers with a high level of attention and service that they are/ should be accustomed to 3.0 Marketing Strategy Nature's Candy is focused on the merging/redefined Internet marketplace. The users will be baby Boomers, which represent approximately 50% of the discretionary income currently in the United States. They are looking for proactive non-invasive, and non-pharmaceutical ways to stay healthy as they age. Nature's Candy can bring these people cutting-edge products coupled with convenience and service The long-range goal of Nature's Candy is to not only dominate the naturopathic and homeopathic supplement market, but to also create an icon brand. Initially, the company will Engage in Web-based marketing for the next year to generate awareness of the company and product information. Because Internet-based advertising has declined in recent quarters, the prices for advertising have consequently significantly dropped making the expenditure more cost effective Engage in outdoor advertising providing general awareness to the public at large and direct individuals to the company' s website. Page 72.4 Product Offering Nature's Candy will market and sell private label (manufactured by a company that places the retailer's name on the packaging) naturopathic homeopathic dietary supplements to individual consumers via the Internet. These products will include ginseng, ginkoba, and various antioxidants. After year one, additional products will be offered. 2.5 Keys to Success The keys to success are simple to articulate but challenging to achieve: • Outstanding customer service. • Consistently highest quality products. • Efficient operations. 2.6 Critical Issues Nature's Candy is still in the speculative stages as an Internet-based retailer. Its critical issue is to continue to take a modest fiscal approach. While its business model allows for rapid scalability, the business should be expanded only because it is necessary to serve the customers with a high level of attention and service that they are/should be accustomed to. 3.0 Marketing Strategy Nature's Candy is focused on the merging/redefined Internet marketplace. The users will be Baby Boomers, which represent approximately 50% of the discretionary income currently in the United States. They are looking for proactive, non-invasive, and non-pharmaceutical ways to stay healthy as they age. Nature's Candy can bring these people cutting-edge products coupled with convenience and service. The long-range goal of Nature's Candy is to not only dominate the naturopathic and homeopathic supplement market, but to also create an icon brand. Initially, the company will: • Engage in Web-based marketing for the next year to generate awareness of the company and product information. Because Internet-based advertising has declined in recent quarters, the prices for advertising have consequently significantly dropped making the expenditure more cost effective. • Engage in outdoor advertising providing general awareness to the public at large and direct individuals to the company's website. Nature's Candy Page 7