An argument with a group of socialist-minded friends gave me a great idea for a new thought experiment. Once a month (or so) I'll post a short entry with the topic of "Business Concepts for a Free Society." In a few paragraphs, these entries will describe business ventures that could serve as replacements for "necessary" socialist programs present in our own American society. The ventures will be better equipped to deal with duties we currently delegate to the government, all through the magic of my (and most people's) desire to make money. Here goes my first attempt, a particularly applicable concept in light of my work with Fresh Fork Market, Ltd.
CONCEPT: Food Safety Rating Service -- A replacement for the sluggish, bloated, and easily influenced Food and Drug Administration.
EXECUTIVE SUMMARY:
FSRS is a leading U.S. food safety and nutrition certifier, recognized in fifty states and an increasing number of international markets. While FSRS has a small but developing market share of the baked goods segment, the Company certifies over 70% of processed meat, fruit, vegetable, and both non-alchololic and alchoholic beverage products. A diverse team of expert nutritionists, biologists, and chemists utilize their combined 700 years of health-related lab experience to maintain maximum credibility and analysis efficiency. Above-market salaries and a comprehensive benefits program make possible the Company's industry-leading 3% annual employee turnover rate.
Consumers can find FSRS-certified products on the shelves of every major food retailer in the U.S. The Company maintains and grows its market share through a three-pronged strategy: 1.) highly visible and consistent branding and advertising campaigns, 2.) concise on-label health fact descriptions, and 3.) an active approach to attacking questionable health claims of competing food certifiers. Attacking competitor claims in the baked goods market segment opened the segment up to FSRS in 2008; the Company went from 2% to 10% baked goods market share over a six month period, mostly attributable to the completion of a five-year study of the negative effects of bleached flour on the kidney, a connection long ignored by baked goods segment leader US FoodCert. Consumers have favored FSRS label certificates in the meat segment since the Company launched its Growth Hormone Indicator program in 2004, a simple "none, medium, high" rating system with transparent ratings criteria listed on their public website.
Growing, processing, manufacturing, and distribution customers all pay FSRS for certification on a percent of sales basis, with its high consumer acceptance rate allowing it to justify a 10% premium over the industry average pricing scheme. The Company ensures that customers do not selectively leave certificate labels off of poor products by entering into standard one-year agreements which mandate labels for all product segments during that period. Competitor HealthyTouch has been making inroads into FSRS's core markets by offering customers a less cumbersome three-month labeling agreement, but the resulting labeling inconsistency has been met with mixed approval from consumers since the program's launch in Q1 2007.
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I hope you enjoyed reading this. I would be glad to hear arguments against my concept, as it'll help me build my strategy skills.
Welcome to my new blog powered by Movable Type. This is the first post on my blog and was created for me automatically when I finished the installation process. But that is ok, because I will soon be creating posts of my own!