The Lemonade Project
Presented and Prepared by:
Tina Wolfe
Wild Rose Brewery
PRODUCT
• Fresh, natural, simple
(no preservatives or premixes used)
• Serve COLD – large ice cubes
(not crushed)
• Glass – tall, slim
• Served without a straw
(not environmental)
• Garnish - lemon slice (wheel),
lemon balm (leaf)
• Bottles – flip top lid, refillable
• Flavours – add fresh, local fruit
(changes depending on the
what is in season)
Raspberries, Saskatoons, etc. for
variety (value add, up-sell)
TARGET MARKET
• Typical consumer is female, well
educated and has a young family
• Appreciates FRESH and
NATURAL products
• Wants to provide healthy
alternatives for themselves and
their families
• Appreciates a quality product and
is willing to pay more to get it
• Values the environment and
makes buying decisions based on
this ideal
• Volunteers within the community,
probably in addition
to a full-time job
PROMOTION
• Branding is clear and concise;
classic-styling with a sense of
retro-nostalgia
• Sign at the lemonade stand will have
very simple messaging:
ICE COLD LEMONADE
• Offer complimentary samples
• Offer incentives for repeat purchasers
• Engage and reward local ambassadors
who spread the word
• Utilize word of mouth & social media
(Twitter, Facebook, etc.)
• Partner with local charities and
contribute 15% of revenue
• Priced at $3.00 / 15 oz glass
or $10.00 / 1L bottle (take home)
• $1.00 for adding fresh local fruit
PLACE/DISTRIBUTION
• Booth located outside of the
Calgary Farmers’ Market
• Advantage of heavy foot traffic
• Attracts a consumer with a great
appreciation of fresh, natural products
• Lemonade will be enjoyed by single
adults as well as parents
and their children
• Good location to source fresh /
seasonal fruit for adding to lemonade
• Solid supply of ice through vendors at
the Calgary Farmer’s Market
• Sponsorship from
Wild Rose Brewery & Taproom
(wash glasses and supply glasses and
bottles at no charge)
ADDITIONAL NOTES
• Booth to be staffed by aspiring
chefs and local culinary students
• 15% of revenue to be contributed
to local charity (selection may
change month to month)
• Initial profits to be re-invested
into the stand
• Add fresh fruit if desired
•No waste (reuse glasses & bottles)
• Compost lemon skins & garnishes
• Support and give back to the
community