Project: Whole Foods Fly-Buy
Client: Carey Business School at Johns Hopkins
Team: Carey Fellows Team of 5 MBA Candidates
Role: Equal roles; focus on finance and marketing

Goal: Develop and present a business proposal for a new service/product that could be implemented by an existing business entity.

• Concept for new product or service
• Plan for its development
• Program for introduction and marketing
• Case for funding the project

Abstract

As the largest food retailer of natural and organic products, Whole Foods is a mission-driven company that is highly selective about its products and services. The company aims to reach $12 billion in annual sales by the year 2010 through new store openings and sales growth.  We propose an innovative new service, Whole Foods Fly-Buy, to help meet this goal.  This new service will be offered at the relocated Annapolis Whole Foods store, scheduled to open in 2008. The Fly-Buy service will provide consumers the convenience of purchasing select groceries or a fresh healthy meal from the comfort of their vehicles. The inventory of possible purchases will be carefully managed to ensure prompt filling of customer orders and to minimize spoilage. This service will be especially attractive to particular segments of the Whole Foods customer base, including working professionals and health conscious parents, who are often accompanied by children in their cars.  Fly-Buy represents another customer service channel to distinguish Whole Foods from other grocers competing for the hearts and minds of consumers.