Business & Product
Chief Executive Officer
Promo Biz Limited
19-21 Ballater Avenue, Kingston
Dear Mr Dalion Blake
I am writing to officially confirm my interest in forming an alliance for development and management of 'Soup Category Line' for launch in the domestic and international market.
As you are aware, this product category and business model falls within my area of expertise, as I have spent the last ten years of my career working with similar products and have developed an extensive knowledge base and experience in what is required to make this kind of product development successful.
Supply Chain Strategist |PQCI Certification| FSMA Certification
Dalion Blake has plans to invest in the development of a unique soup product line and seeks the alliance from Craslyn Benjamin to carry out the full development and management. The Alliance will allow for the product to be managed and positioned as part of the Clarence Benjamin Group as a brand being traded similar to the Benlar Foods and Benlar Meal Kit brands.
The Food and Beverage Industry is already a $435.3 billion combined market in 2021, and worldwide revenue expected to increase from $506.3 billion this year to $856.9 billion by 2025, this trend indicates that there are massive opportunities and potential for innovative and emerging food offerings such as specialty soups from Jamaica to benefit globally.
At present, the opportunity for launching local is also strong as the market is missing a strong soup brand that offers the convenience and taste that consumers demand.
The category has the potential to scale and expand its innovative flavors to different customer base through new channels of distribution as global ecommerce trends has taken over the market and is the future for products such as convenient soups.
I have the ability and training to Scamper, Develop and Innovate products for sustainable growth. With over 15 years of experience in international trade, and working with top food companies globally, I believe I am poised to build brands and take them to the next level.
I have global experience working with international food service companies, such as the Pacific Coast Fruit Company (Oregon & Seattle), and Grace Foods International, in delivering innovative and creative food products to customers. My experience in this industry has given me first hand training on how to build sustainable brands that has the potential to scale in any market.
Not only are consumers time poor but their preferences have changed and now more than ever companies in the food and beverage industry must positioned themselves to diversify and innovate their product offerings as this is what’s propelling the demand – the world now requires products that are convenient, functional and healthy. I will disrupt the market by positioning the soup offerings brand to dominate this sector.
By understanding the full vision of what you want to achieve, I will be able to effectively tailor solutions and strategies to drive sustainable growth for the product development of this new brand offering.
Summary of my Four Step Process
Monitor and Control- Brand Growth
Management Strategy Discovery
Strategy Development – Strategic Action Plan
Implementation and Execution
First, I listen by assessing your needs, then we dissect and analyse the business to understand goals, constraints, assumptions, and scope. Once that process is completed, I then work on implementing strategies for sustainable growth
What I can do heavily depends on the overall vision of what is needed. To understand this, first I would sit down with you to discuss goals and objectives. I will look at the opportunities, brand positioning, the cost, and the potential growth. Once I understand the vision and know what the objectives are I will then start the strategic development.
STRATEGY DEVELOPMENT - STRATEGIC ACTION PLAN
During this phase an action plan will be developed for implementation. The plan will focus on specific goals and strategic initiative to be executed in order to achieved planned objectives. Developing the strategic action plan will compose several sub-plans to include brand positioning, Marketing and Creative, Product Development, operations/production metrics and inventory management.
IMPLEMENTATION AND EXECUTION
In executing a strategy for the new business and product development model requires time and clear strategic initiatives for implementation. These initiatives will carry the brands to achieving planned goals.
MONITOR AND CONTROL
Seeing this brand will fall under the Clarence Benjamin Group , I will ensure that the strategic action plan is working as this is critical to our success. I will be working closely with the team to ensure that control strategies are maintained, and results achieved.
Time | Duration | Compensation
This brand will have the full focus and attention just as the Benlar brand seeing both will eventually be positioned in the same market. I am committed to working at least two to three days in office, however, I am available full time as this brand is now full time under my management for local and international.
All figures are quoted in Jamaican dollar
Fee - $350,000.00 paid monthly. I will submit an invoice on the last working day of every month.
Signing bonus – $250,000.00 to be paid at start of Strategy Discovery
Performance bonus – Up to 15% at end of fiscal year
Travel expenses – Transportation cost incurred will be added to the invoice
Note - transportation fees to be negotiation
Serial Entrepreneur | Creative | Supply Chain Strategist| Product Development Specialist| Agribusiness Specialist | Business Development Strategist | Branding Strategist
Craslyn Benjamin is a serial entrepreneur and creative who began small backyard farming with her grandfather Clarence Benjamin and is now farming and producing on a global production level. She seeks to model and invest in the development of the agribusinesses, agriculture and the health and beauty sector particularly through her company, Clarence Benjamin Group, owner of brands such as Benlar Foods, Benlar Desserts, Benlar Meal Kits and Beje Lifestyle.
Craslyn has garnered over ten years of experience in the shipping and allied industry and has over eleven years of experience in export marketing and international trade. She has worked with company's such as The Pacific Coast Fruit Company (Oregon and Seattle) and Grace Foods International as a supply Chain Strategist which involves distribution of products within central Caribbean, Europe, and the USA.
Craslyn holds a Diploma in International Shipping and a Bachelor of Science Degree in Logistics and Supply Chain Management from the Caribbean Maritime University. She is an Official Richard Branson Centre Legacy Entrepreneur and President Barack Obama’s Young Leaders of the Americas Initiative Alumni.
Terminal Operations Systems (COSMOS, and IQ - Ship)
Competent knowledge of other software (SAP and Windows OS)
Strong command of the Microsoft Office Suite (word, Access, Excel, PowerPoint)
Future Service International - Intrapreneurship Development (Intrapreneurship project on product and Service innovation)
Richard Branson Centre of Entrepreneur - Official Branson Centre Legacy Entrepreneur
Roxana Consultants - Leadership Development Coaching
Young Leader of America’s Initiative - (YLAI) Fellow 2016
Experience Entrepreneur in Agribusiness, Agroprocessing and Food Manufacturing sector and developing community-based agribusinesses
Strong expertise in product development, business development and strategic planning
Significant experience working in Central Caribbean, Europe and United States of America in the Agribusiness and Prepared Foods Sector
Ability to work and travel Globally
Ability to motivate, build high-functioning teams, and work well with others.
To build sustainable brands that align with our customers’ vision for growth.
To develop strong brands and implement business strategies that translate into what our customers desire for success.
I am confirming my availability to commence officially on June 6th
Detailed agreements on our partnership and alliance will be further discussed at out strategy discover meeting