Quality, value, satisfaction, trust, a

1 B.S. approaches
Steinberg chain with
offer to provide Kosher
chip
2 Unique product
design matched to value
of narrow target market
9 New $200,000 foam-
filled
packaging
machine
purchased;
variety increased
13 B.S. forecasts
sales of $13 million
next year
14 Production
operation moves into
$1.3 million
plant
financed by $250, 000
loan from SBDC
e
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+
m
a
m
+
+
3 Millie’s accepted in
3 large chains; Sobey’s,
The Food Group, IGA
7 B.S. contracts with
independent wholesalers
through Maritime
Provinces
m
8 Wholesalers not
visited by B.S.; no store
visits
249
+
+ +
11 Stores sold out of
Millie’s in 2 weeks
+
15 B.S. wants to
compute in
conventional chip
market and mfg. thin
chip, “Archie’s”
FIGURE 3
Cause Map, Stage 2, Growth
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+
m
a
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4 Distribution
expands to PEI and
Newfoundland
+
+
5 B.S. goal is to
increase sales
volumes
+
6 Millie positioned
as low-price
competitor
10 1987, first large
national order received
12 First
international order
received from
Taiwan importer
16 Price strategy
lower than national
large, competitors
products 1987 sales
= $3 million
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