Dutch Brothers Business Model

The business model company I selected to use is Dutch Brothers Coffee Company
Each group must prepare a paper 20 pages in length, which presents the business model and strategic plan for your company. In addition, you must prepare a 15-minute presentation. Below I describe the elements of the paper and presentation that I expect you to include.
The Group Paper
I. Introduction: Describe the company; its products, markets in which it operates, relative size, and some history of the company.
II. Present the business model for the company. Use the framework of the Business Model Canvas to explain:
a). What value is being created?
b). For whom is the value created? the channel customer? the end consumer? which segments, if any?
c). How does the company reach its customers?
d). How is that value converted into revenue streams for the company?
e). What activities does the company need to create the value?
f). What resources are critical to the value creation?
g). What partners are needed?
h). How has the company designed its cost structure? (i.e., mix of fixed and variable costs)
III. Financial Analysis: Using publicly available information, try to find out the gross margin for the company and the net margin (i.e., the operating profit margin before financing and taxes–known as EBITDA). Can you figure out the operating leverage; if sales increase 10% what is the percentage change in EBITDA?
IV. Marketing Analysis: What customer segments does the company aim to reach? How? I would like to see you include an “empathy map” as part of the marketing analysis. See the book Business Model Generation for how to prepare an empathy map.
V. Strategic Plan: Obviously, you are not expected to put together a full blown plan. But this section of the paper should include the following:
a). Answer the five cascading questions from the book, Playing to Win.
b). Use the Strategy Logic Flow framework to present your strategic thinking. What is the attractiveness of the industry segment? How intense is that industry structure competition? Which are the elements of the value creation which are valuable to your channel customer? Which elements are valuable to the end consumer? Who are your competitors? Use Porter’s five forces model to analyze the intensity of competition and the likely response of competitors to the success of your company. Is the strategy sustainable?
The Group Presentation
Prepare a 15 minute presentation which you will present to the class. Do not try to present the whole paper to the class. Instead, include the following:
The Business Model Canvas: Give attention to the value proposition, the customer segments, and the channel customers. Describe any special features such as the Revenue streams or critical partners.
Competition: Describe the main sources of competitive pressure on the company and how the strategy seeks to deal with it. What are the likely threats to sustainability of the strategy?

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