Business Model: Selective Focus on the Target Audience
Features a lease and service program that replicates market strategies that have been successful in Europe and the U.S. – adapting the model for cultural uniqueness and infrastructure nuances characteristic in Mexico. The target focus will be commercial (traditional venues plus develop select local market concepts) and residential accounts that already spend the target equivalent dollars in bottle water delivery. We will differentiate from current technology through convenience, safety, security and pricing.
The initial focus will be the commercial sectors where we will create the grand visibility for a solution that meets the “trust requirements” of the consumer and client. Though this will open the overall market across broad demographics (it is not our strategy to be all things to all markets), it will also enable our target market focus (high margin) to embrace a premium product / service. This creates not only brand visibility but brand aspiration for the residential market.
Relative to the execution of the Operations Strategy, our Team has accomplished this before; the infrastructure and process model we are preparing to deploy will mirror the approach we took years ago with The Coca-Cola Company to successfully introduce the Fountain Dispensing concept in Mexico.