Concept and Opportunity
The Freedonia Group recently reported that sales of outdoor grills are expected to grow 4%annually through 2013. At the same time, consumer awareness of the dangers of grilling isgrowing as more stories around the carcinogens produced from traditional grilling arepublished. Consumer demand for healthy foods and cooking methods is on the rise, with morecompanies responding to this increasing demand every year. An opportunity is present in theoutdoor grill market to merge consumer concerns over healthy grilling with consum
increased appetite for grilling. Several factors work together to create this opportunityincluding:
More Americans are spending time at home than ever before due to several factorsincluding rising fuel costs and other expenses.
Americans view grilling as a highly desired activity when entering guests in their homes.
Americans are investing into home patio areas including grilling due to the increasedtime spent at home and a desire to make guests comfortable.
Healthy eating habits are on the rise across the U.S.
Organic food stores and other fresh food alternatives have shown an increased activity.
The internet has increased the ability of consumers to increase knowledge andawareness around the health concerns over the food they eat and the way they cook it.Together these trends create a demand that Mountain Stone Grill will fulfill.Mountain Stone Grill is the first outdoor grill company dedicated to providing customers with agrilling experience that provides the aromas and textures that only grilling can produce in a safeand healthy method.Mountain Stone Grill is pursuing revenue streams in the following ways:
Entry will be made into a niche market within the outdoor grill market, appealing to thehealth concerns of a broad base of customers.
Unique and superior product design will allow the company to charge higher margins forproducts.
Patent protection will enable the company to control this niche market for several yearsto come, leading to an increasing revenue stream as consumer awareness increases.Mountain Stone Grill is poised to deliver a product that will revolutionize outdoor grilling.Consumers demand will increase as brand awareness grows and Mountain Stone Grill increasesconsumer awareness of the health dangers in previous grilling technologies