Introduction
Hello, everyone. This is Giovanna Cikos and I would like to welcome you to my first post on WIX. As part of my experience as a Future Founder Brasil fellow, I was encouraged to use critical and analytical thinking to come up with an organizational framework for a company with an innovation-driven enterprise. Overall, using the knowledge I gained throughout this first startup readiness week of partnership, I developed an analysis on FAZENDA FUTURO.
Fazenda Futuro was the first Brazillian foodTech, founded in 2019 by Marcos Leta and his associate Alfredo Strenchisky. Their vision is to live in a world where eating animal meat is obsolete, and that is why their mission is to change the way people are used to eating meat, offering products that taste, smell, and look like animal meat but are not.
Conducting a strategic analysis
Strategic analyses are commonly used as a tool to help strategic planning for the decision-making process. The are based on deep research into the business environment in which a given company operates.
To build my strategic plan I started with the STEEPLE analysis to understand the macroenvironment the company was in. After that, I could conduct the SWOT analysis with external and internal factors.
Identifying the end customer was a key point to address my strategic analysis, once they are not only vegetarian and/or vegan people. The awareness of meat production-related environmental impacts causes the Brazillian population to switch to a less meat consumption-based lifestyle, and Fazenda Futuro sees the opportunity to grow bringing technology and innovation to food production.
As a foodtech, Fazenda Futuro has all the departments and qualified professionals to produce and distribute plant-based food to Brazil and other countries. Through their three initiatives, “taste, healthiness and sustainability,” they offer products with lower costs compared to the international competitors, which calls the attention of investors. Unfortunately, they only produce plant-based meat, which causes distrust in vegetarian/vegan people; however, once I understood they were not the target consumers, it was clear how to address the strategy.
Defining a strategic roadmap
Fazenda Futuro owns a brilliant innovative idea but they need to be heard, so my strategy objective is to increase their recognition so that more people would know about their products. As key results, they would increase their followers in social media and their sales, but they would need qualified professionals, money, time, and a cutthroat system to implement the following steps: Invest in marketing to consolidate their brand, find new partnerships, produce innovative and cautios advertisements to bring new followers, increase the number of products produced, and also build another manufacturing plant.
Recommendations
After all the research performed and the data collected,which you can see in the slides bellow, I understand that Fazenda Futuro is a startup with a lot of potential which will grow much more in the future. Translating to English, “Future Farm” does not have the future word by mistake, they are the future of food, therefore the future of feeding people. The only problem is that people are not aware of it yet. For that reason, I would recommend investing in the company recognition and people’s awareness about food production-related environmental impacts.
Keys Takeaways
Doing this task took me a lot of effort: first I needed to find pieces of information on the company, and second I had to decide on how to conduct the analysis. Thanks to the Future Founder program guidance and peer feedback, I was able to push myself more and to do a good strategic plan.
If you want to know more about my process, or the Future Founder Program, do not hesitate to contact me. You can find more information about the organizational framework and my strategic plan for Fazenda Futuro on my Portfolio page.
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